Impact of Social Media Marketing on Sales Promotion in the Hospitality Industry in Sri Lanka

This dissertation explores the impact of social media marketing on sales promotion in the hospitality industry in Sri Lanka. It examines the level of sales promotion campaigns through social media, factors influencing their usage, strategies to increase effectiveness, and issues faced by the industry. The study aims to provide insights into the role of social media marketing in promoting sales in the hospitality sector.

MBA Dissertation
Draft 05
Impact of social media marketing on sales promotion:
A study on the hospitality industry in Sri Lanka

Abstract
Main objective of preparing this investigation is to determine the outcome of social
media marketing on sales promotion. This is the main purpose and for attaining this, different
activities were completed effectively and systematically. Literature review is an activity that was
done by using number of secondary sources including magazines, articles, books etc. All these
are essential sources of secondary data collection and helped investigator in identifying the
research gap. Research methodology is another part that was done with the use of deductive
approach, quantitative research, positivism philosophy, questionnaire and many tools and
approaches. These are effective methods and helped researcher in gaining reliable as well as
valid outcomes. Research findings was completed by using frequency distribution analysis and
Ms-Excel regression analyse. These supported in analysing of quantitative data within less time
and also in making of graphs according to the research questions. Discussion of findings in
context to the literature review was completed by interpreting primary and secondary
information in systematic manner. At last, conclusion & recommendations were delineated by
explaining all data in a precise manner and also providing some recommendations in the context
of research title.

Table of Contents
Abstract............................................................................................................................................2
ACKNOWLEDGEMENT...............................................................................................................5
CHAPTER 1: INTRODUCTION ...................................................................................................6
Overview of the study.................................................................................................................6
Background of the hospitality industry of Sri Lankan ...............................................................6
Research aim ..............................................................................................................................7
Research Objectives ...................................................................................................................7
Research questions......................................................................................................................8
Rationale of the research ............................................................................................................8
Research gap...............................................................................................................................8
Structure of dissertation..............................................................................................................9
CHAPTER 2: LITERATURE REVIEW Conceptual framework of social media marketing.......10
Research Questions ..................................................................................................................17
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................18
CHAPTER 4: PRESENTATION OF FINDINGS ........................................................................22
CHAPTER 5: DISCUSSION OF FINDINGS IN RELATION TO LITERATURE.....................39
CHAPTER 6: CONCLUSIONS & RECOMMENDATIONS......................................................43
REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY...................................45
...................................................................................................................................................46
REFERENCES .............................................................................................................................47
APPENDIX ...................................................................................................................................50
Questionnaire............................................................................................................................50
Interview: .................................................................................................................................55

ACKNOWLEDGEMENT
Firstly, I want to thank God for helping me at every stage of life and giving me self-
confidence to accomplish my goals and objectives. I also want to thank my superordinate for
their guidance as well as help throughout research project by listening to me with patience,
check my work, resolving my queries and help me at all stage of project.
In addition, I want to thank my tutor for providing me an effective chance of executing
this dissertation on social media marketing and its impact on sales promotion. This is an effective
opportunity that will helps me in my future growth and development.
At last, I want to give thanks to my family members, relatives and friends for their love
as well as support while performing each activity of the dissertation.

CHAPTER 1: INTRODUCTION
Overview of the study
Social media marketing is defined as the use of website and social media platforms in
order to promote a product/ service (Fam et. al., 2019). It is considered as an important tool
adopt by organisations for creating awareness of goods as well as services in the market. Along
with this, it is the use of social media platform that will help an organisation by connecting them
with their audience to increase sales, build strong brand image and drive website traffic. There
are various social media applications used by companies like YouTube, Instagram, Facebook,
LinkedIn, Twitter and many more. All such applications play a vital role in promoting brand in
an attractive and effective manner at marketplace. With regard to the hospitality industry, it is
using different social media platform such as Facebook, Twitter and Instagram for promoting its
services that has positive influence on sales and profitability level. Moreover, it also assists
hospitality industry to target right customer segment, engaging customer for longer time period
and providing on time service as well. There are various factors which has direct influence on
sales and promotions such as nature of market, nature of product, stages of product life cycle and
so on. This dissertation is based on the hospitality industry which is a broad category of
businesses including bars, restaurants, travel and tourism, hotels etc. Along with this, social
media is playing an important part for success and growth of the hospitality industry because it
will help them by increasing number of customers that results in higher sales and market growth.
Background of the hospitality industry of Sri Lankan
This dissertation is based on the hospitality industry of Sri Lanka. Hospitality sector is a
broad area of fields in the service industry that covers event planning, transportations, lodging,
food and drink services as well as restaurants, bars and hotels. Sri Lanka is a popular country for
hospitality industry because there are different opportunities available for hospitality
organisation. Sri Lanka has a broad range of tourist accommodations facilities, consisting from
ranked hotels to subsidiary establishments, home stays, camping sites, guest houses &
bungalows at tea estates in the hill side area (Bilgin, 2018). Therefore, the hospitality industry of
Sri Lanka helps companies by providing effective chances to expand their business and promote
services or products through social media marketing.
6

Hospitality industry is a part of service industry that includes different businesses such as
lodging, event planning, food & drink services, theme parks, transportation, hotels, bars and
restaurants. The highly diversified landscapes as well as natural attractions within Sri Lanka have
been welcoming an increasing figure of tourists to the nation. The total visitor arrivals to Sri
Lanka in year 2018, magnitude around 2.3 million, that welcomed 2.17 million in year 2017
(Perera and Perera, 2018). The revenue yield via travel & the tourism industry remained a broad
subscriber to the international economy, with a share of 5.1% towards gross domestic product for
2 consecutive years such as 2017 and 2016 (Taylor, 2020). In year 2017, earnings from the
foreign exchange as of tourism industry maximised around to 15.9% of entire foreign exchange
earnings within 2017.
Sir Lanka is a nation that is strategically position within Indian ocean; due to medium-
sized landmass, it has the potential in attracting a large number of visitors. It offers different
attractive features and attributes in the form of geographical diversity, hospitality features, a rich
cultural heritage, developed infrastructure features and many more. Therefore, Sri Lanka could
be considered as a future expansion and growth hotspot for tourism and hospitality sector in
future.
Research aim
To determine the impact on social media marketing on sales promotions in the hospitality
industry in Sri Lanka.
Research Objectives
• To examine the level of sales promotion campaigns through social media in the
hospitality industry.
• To investigate the factors influencing the usage of sales promotion campaigns through
social media in the hospitality industry.
• To identify the strategies to increase the effectiveness sales promotion campaigns through
social media in the hospitality industry.
• To determine the issues that hospitality industry in Sri Lanka face when executing social
media campaigns.
7

Research questions
 What are the levels of sales promotion campaigns on social media within hospitality
industry?
 What are the factors that have impact on use of sales promotion campaigns through social
media within hospitality industry?
 What are the effective strategies that would be use by hospitality industry for increasing
effectiveness of sales promotion campaigns through social media?
 What are the issues that face by the hospitality industry in Sri Lanka when executing
social media campaigns?
Rationale of the research
The main rational motive behind choosing this topic is to identify the number of levels
and factors that have impact over sales promotions of an organisation on social media. It is a
main reason for conducting current dissertation (Salimi et. al., 2019). Main reason for selecting
Sri Lanka as a country as it provides number of opportunities to hospitality industry and such
industry contributes to the country’s economy by providing job opportunities and improving
infrastructure. This present research is crucial at personal and academic level. At personal level,
this research support investigator by increasing his research skills that will help him in
completion of the dissertation effectively. This research will also contribute at academic level by
improving knowledge of scholars about the role of social media marketing in promoting sales in
hospitality sector. Thus this research is important at academic and also personal level.
Research gap
A research gap is defined as an area or topic for which insufficient or missing data or
information limits decision-maker’s ability from making decisions. It is an essential part of a
dissertation that assist researcher in completion of full report effectively. Within the research,
main research gap is the level and factors influencing promotion of sales on social media
marketing in Sri Lankan hospitality sector. In previous studies, there were information available
regarding the factors that have effect on sales promotions (cite some of those articles???), but
there was a lack of information about the factors affecting sale promotions on social media
marketing. In order to overcome this gap, research questions will be used by the researcher
because it support them in fulfilment of gap and also accomplishment of research aim &
objectives (Arora and Sanni, 2019).
8

Structure of dissertation
The following section describes the contents of each chapter of this dissertation.
Chapter 1: Introduction: It is the initial part of the dissertation which consists of
research aim and objectives, research overview, title and background of industry and research
gap.
Chapter 2: Literature review: It is the second chapter of dissertation which includes
authors point of view about the topic. This chapter helps researcher by providing literature base
about the level and factors impacting sale promotions on social media marketing.
Chapter 3: Research Methodology: This chapter of the dissertation summarizes the
research methodology adopted in this study. It includes the research philosophy, research
design, data collection methods, population and sample and the data analysis techniques adopted.
Chapter 4: Presentation of findings: This chapter helps researcher in presenting findings
effectively. It presents the findings stemmed from the descriptive statistical analysis followed
next by inferential statistical analysis.
Chapter 5: Discussion of findings in relation to literature: This is used by researcher to
discuss the findings of the study in line with previous literature. It supports the researcher in
achievement of research aim and objectives.
Chapter 6: Conclusion and recommendations: This is a last chapter of dissertation
which summarizes the findings of the study. It also includes the limitations and future research
directions.
9

CHAPTER 2: LITERATURE REVIEW Conceptual framework of social
media marketing
This is an essential and important part of the study that will support investigator in
identifying of overview of the topic (Ajanthan, 2017). Social media marketing is an effective tool
for each and every organisation and industry because it will help them in promotion of its
services or products at marketplace. There is framework regarding the social media marketing
which will be explained as below with the help of effective image. This are:
Source: Conceptual framework of the study
From the above mentioned conceptual framework of social media marketing, it has been
described that the impact of social media on sales promotion. There are different elements of
social media marketing such as Facebook, Instagram, YouTube, Snapchat, Twitter etc. All these
are main elements of social media marketing that will be essential for hospitality industry to
promote their products, services easily. (Jayasuriya and et. al., 2018). This framework helps in
identification impact of social media marketing on sales promotion.
There are different strategies of sales promotion which are public relation, word of
mouth, reward programs etc. All these are main strategies of sales promotion that helps
hospitality organisation by increasing brand awareness and improving growth and success.
Therefore, social media marketing has a direct and positive impact on sales promotion that
results in better growth of hospitality industry. Along with this, public relations, word of mouth
and reward programs are effective strategies for hospitality organisation in sales promotion.
Public relation is an essential strategic communication process that makes mutually beneficial
and essential relationship between companies and their public. This will support hospitality
industry in promoting of its business effectively. Good public relation efforts can support an
enterprise to develop strong relationship with their customers that results in higher sales and
strong brand reputation. There are number of benefits of using public relation within hospitality
industry including, enhancing media relations, improved relation with employees, better
engagement with community, improving ties with industry, strengthening ties with government
etc. All these benefits support an enterprise in increment of its sales ratio. Word of mouth is
another important strategy of sales promotion that support business in increment of its sales and
profitability within less period of time. This way of sales promotion supports an organisation to
10

build positive feelings regarding their products and services that results in building of strong
brand image in marketplace. Reward programs is another way of sales promotion that will be
beneficial for hospitality industry in attraction of large number of customers in less time
duration. This turn to help hospitality industry in increment of profitability ratio and
improvement of brand image.
11

Levels of sales promotion campaigns on social media within hospitality industry
According to Ajanthan, (2017), sales promotion refers to the effective components of the
promotional mix. The main elements within the promotional mix are personal selling, adverting,
public relation and direct marketing. In addition, social media marketing is the set of marketing
technologies that aim is to stimulate the demand is specific product or services and increase
brand awareness. There are different advantages of sales promotion for an organisation or
industry such as increase brand awareness, skyrockets revenue, allows re-engaging with existing
audience, helps in generating of new leads etc. All these are major benefits of sales promotion
for business. Sales promotional campaign refers to the series of advertisements following
different marketing techniques that communicate the same information and ideas to promote
products or services to the intended customers. The typical campaigns use various number of
media resources which are internet, newspapers, radio, print advertising, television etc.
On the other hand, Saxena, Chaturvedi and Rakesh (2018) highlight that the sales
promotion operates at three different levels. First level is called consumer promotion e.g., price-
offs, samples, free gifts etc. Second level is related with the distribution and dealers which is
called trade promotions e.g., dealer sales contest, free goods, push money, display contests etc.
Third level is the salespersons that is known as sales force promotions e.g., bonus and sales
rallies, salesmen's contests etc. All these are effective levels of sales promotional campaigns that
will helps hospitality sector by improving their brand awareness and also increasing customer
base.
According to Afolabi, Ojelabi and Oyeyipo (2018), Social media refers to the computer-
based technology that helps the sharing of ideas, information and thoughts via the building of
communities and virtual networks. It is an important and use tool of communication used by
hospitality industry for promoting their business in marketplace and in customer's mind. Social
media can assist throughout the booking process and decision making procedures, as visitors
begin their holiday trips following a search engine, looking on social media for reading online
reviews and also travel inspiration.
Along with this, there are different levels of sales promotion campaign on social media
that will be effective for hospitality industry in attraction of more customers and also increment
of sales ratio. Customer loyalty program is an effective level of sales promotion campaign.
Focusing on creating new followers is more essential, but maintaining loyal customer base is
12

also essential for hospitality sector in its growth and development. Following customer
relationship incentives such as rewarding branding reps, giving customer retention programs i.e.
an insiders’ club. This will be essential and important for hospitality sector in improvement of
brand image and goodwill in marketplace. Free gifts are also considering important level of sales
promotion campaign that will be beneficial for hospitality organisation in its growth and success.
There are number of effective ways for hospitality organisation to follow free gift promotions.
For example: restaurants often offer free desserts and free kids meal with the buy of an adult
entrée. Thus, these are more essential and important levels of sales promotion campaign that will
be effective for hospitality industry to promote their products or services to the customers and in
marketplace.
Therefore, different level of sales promotional campaigns on social media are more
effective and significant for hospitality industry. Consumer promotion is first level of campaign
that will be essential within hospitality industry of Sri Lanka by increasing number of customers
and also improving their success. In this level, hospitality industry become able to provide
accurate information regarding their services or products on social media by using number of
platforms such as Facebook, Instagram etc. In level of trade promotion, hospitality industry must
provide actual information to their dealers and distributors that results in higher growth and
development.
Factors influencing the use of sales promotion campaigns through social media within the
hospitality industry
As per the views of Klein (2020), it has been analysed that sales promotion is a
signification approach that will have major impact on sales and profitability of organisation. It is
essential for hospitality industry of Sri Lanka to use effective and efficient sales promotional
approaches in order to attract more customer as well as increase the sales of market area (Factors
Affecting Advertising Campaign Planning, 2020). Sales promotion can be describing as the
process of attracting or persuading potential customers of company in order to buy products or
services. It is essential to use sales promotional techniques in more accurate manner in order to
boost the sales of company and increase the profitability of business. Hospitality industry of Sri
Lanka needs to consider sales promotion practices as this will help in boosting the sales and
attracting more customers towards the company. There are a number of factors which are
affecting the sales promotional practices campaign. Social media is an effective platform that
13

will lead to provide more opportunities to company to successfully conducting social media
practices and attain desired goals of business. Different factors that will lead to have major
impact on sales promotional campaigns with the support of social media for hospitality industry
is mention below. Social media platform – It is essential to choose the correct and accurate social media
platform that will be effective for carrying out sales promotional practices in effective
manner. There are different social media platform and form that Facebook and Instagram
will be more useful for sales promotional campaign of hospitality sector (Baum and et.
al., 2019). Large number of active users of social media platform will be effective for
sales promotional practices. Products and services - Hospitality industry is a very vast sector and it will includes
various companies that is providing high quality services and products to its customers.
Offering of products and services of hospitality industry of Sri Lanka will be effective
factor that will lead to influence the sales promotional practices. Customers will take
decision on the basis of the products and services offered by company. Market segment – This is one of the crucial factor which needs to be consider by
hospitality industry while conducting sales promotion campaign. It is essential that
targeted customers and market segment is using social media. If potential customers or
market segment is not watching sales promotion then it will be of no use (Aragoncillo
and Orus, 2018). Discounts and other offers – Sales promotion practices are performed for attracting and
influencing more customer towards the company. Sri Lanka hospitality industry sales
promotion campaign will be majorly affected by the discounts and other offers of
organisation. Customers will be attracted towards the discounts and other benefits that is
offered by company. Brand image – This is significant factor which will lead to have impact on performance
of sales promotion. Brand image of company will influence the purchase decision making
process of customers. High brand image of hospitality company will lead to easily
influence customers. Sales promotion campaign of hospitality sector will be significantly
done through the reputation and value of company in marker area (Adetunji, Rashid and
Ishak, 2018).
14

 Competition – There are number of companies that is providing its products and services
in hospitality sector area. Competition in market area will lead to have direct impact on
sales promotional practices of company. It is essential for company to have effective
sales promotional techniques in order to enhance sales of hospitality sector.
Effective strategies that would be use by hospitality industry for increasing effectiveness of
sales promotion campaigns through social media
As per the views of Schidge, (2020), it has been determine that there are different
strategies and practices that are significant for conducing effective and efficient sales promotion
campaigns in order to successfully attain goals and objectives. Sales promotion strategies can be
describing as the plan of action that is developed for short time frame and help in convincing
potential customers to purchase the products of company (Sales Promotion Strategy: How to
Develop a Plan That Works, 2020). Sales promotional practices aim at attracting customer in
order to boost the sales of organisation. Sri Lanka Hospitality sector needs to develop and create
efficient or strong business strategies that will lead to increase the effectiveness of sales
promotional campaign that is conducted through social media. Different strategies that can be
used for sales promotion campaign through social media platforms are mention below -
Selecting right audience – Sales promotion strategy includes identification or selection
of right audience. It is essential for hospitality sector of Sri Lanka to analyse and evaluate the
potential customer who are interested in purchasing of products and services (Kim and Chae,
2018). Selection of right and accurate customers will lead to have significant impact on
successful sales promotion campaign. This sales promotion strategy will lead to attract and
influence more customers as company will be targeting right audience.
Attractive post on social media - There are different social networking platforms such
as Facebook, Instagram and many more. Attractive and creative post of these social networking
platforms will lead to influence more customers. It is essential for hospitality sector company to
create and publish attractive post on social networking sites.
Big discounts – It is important for hospitality sector to provide big discounts and other
offers to its customers in order to influence them towards the organisation. There are different
types of discounts which can be offer by Sri Lanka hospitality sector in order to attract potential
customers. Discount or offering on holiday packages and seasonal offers will lead to attract
customers and help in increase sales of organisation (Cui and et. al., 2018).
15

Free gifts and giveaways – Sales promotion practices can be performed by providing
free gifts and giveaways to customers. This is effective approach of attracting customers as well
as increasing the sales of company. Customers will be influenced by free gift offering of
hospitality sectors of Sri Lanka.
Promote widely but wisely: This is another strategy that will be essential and important
for hospitality industry to increase effectiveness of sales promotion campaign. Sales promotion
of company is an effort to draw strong customer attention to their products or services. This will
be more essential and significant for hospitality industry in attraction of large customers as well
as increasing of sales easily.
Issues that face by hospitality industry in Sri Lanka while working over social media
campaign
As per the view presented by Saxena, Chaturvedi and Rakesh, (2018), the hospitality
industry is wide and having different number of sectors in which large number of organisations
working to fulfil the various needs of consumers. In current period of time not possible to gain
immense level of success without adopting social media marketing tools and platforms. This is
important to do in all different countries of the world including in all different industries. This
shows that organisations in hospitality industry of Sri Lanka also needed to adopt the same to
gain success in market and attaining sustainability in business operations. The best way to utilise
these social media platforms for marketing is running of social media campaigns. These are
effective in providing all different nature information. Also, these will spread in high speed as
compared to other kind of information.
As per the view point of Goh and Jie, (2019), Usage of social media platforms for
marketing is quite easy as compared to other marketing channels. Also, these are cost efficient in
nature. Still, there are lots of issues that could be faced by organisations of hospitality industry in
Sri Lanka while working over social media campaign in current period of time over social media
platforms. All these are defined below along with appropriate reasoning;
lack of business opportunity: Due to the outbreak of corona virus, hospitality industry
is majorly impacted at world wide level. In the initial period of time of time all the businesses
were closed by government to safeguard the health and restricting the contamination of virus.
Now, allowed to open but with strict restrictions. Also, no one wants to avail services from
outside due to the fear of contamination. This totally eliminates opportunity from market where
16

difficult for all to survive in same conditions. So, expenditure over marketing or social media
campaigning is not worthy in nature because there is no demand in market from where they able
to recover the costs. This was the reason that many of them discontinued their business or not
operating currently. Also, campaigning in such period of time will attract negative publicity
where criticism is fixed from the society. So, this finally having negative impact over image
instead of improving sales (Morrison, 2018).
No support of employees: The current period of pandemic also leads no support from
employees. This has two reasons because they have to ensure own and family health where large
possibility exists regarding contamination while working in groups. Secondly, organisations also
not able to pay their employees because of discontinued business activities or no market support.
According to Ranasinghe and et. al., (2020), In this condition difficult for organisations to retain
their staff or getting their support in doing such activities from where they will able to generate
some amount of business. The another negative aspect that associated with this point that if
employees somehow support then still not able to pay according to their efforts due to limited
nature of business. This is the toughest situation in front of organisations under hospitality
industry that they are unable to retain or pay to their employees for continuing normal business
activities (Shamini, 2020).
Research Questions
 What are the levels of sales promotion campaigns on social media within hospitality
industry?
 What are the major factors impacted on using of sales promotion campaigns via social
media in hospitality industry?
 What are the effective strategies that would be use by hospitality industry for increasing
effectiveness of sales promotion campaigns through social media?
 What are the issues that face by hospitality industry in Sri Lanka while working over social
media campaign?
17

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is significant part of completing dissertation in systematic
manner. It is a useful and systematic process followed by researcher for gathering qualitative and
quantitative information within given time period. The main objective of this section in the
dissertation is to describe the research philosophy, research methods and approaches, data
collection tools and techniques used in the current investigation.
Research philosophy: This refers to the set of belief that helps researcher in gathering
and analysing of data about the specific field of study. There are several spheres of research
methodology which are ontology, positivism axiology and epistemology. Ontology explains the
nature of reality. Epistemology helps researcher in finding of information about the topic.
Axiology supports researcher to learn how opinions and valuables impact the collection and
evaluation of research. In current investigation, positivism is suitable because it supports
research worker in accomplishing of valid results (Alalwan, 2018). In this philosophy, positivism
philosophy has been applied by researcher because it assists investigator
in conducting of both qualitative and quantitative research.
Research approach: This introduces to the indispensable procedure of analysing or
evaluating valid data regarding the topic. Current investigation is based on mixed method
research design which includes both type of information such as qualitative and quantitative. In
order to analysis qualitative and quantitative type of information, abductive approach will be
followed by researcher (Drummond, McGrath and O'Toole, 2018). This approach helps
researcher to address weakness linked with inductive and deductive approaches. Main rational
motive behind selecting abductive approach is it facilitate researcher in examine of data
effectively.
Research strategy: This is a procedure of gathering information from suitable research
strategies. There are various number of research strategies such as experimental, action research,
systematic literature review, survey, interview and many more. All these are essential but for
executing present study over existing topic, two types of research strategies will be chosen by the
investigator. These strategies are structured questionnaire survey and interviews.
Research design: This refers as an essential technique and framework that will be chosen
by researcher for identifying the research issue. There are certain types of research design
18

including experimental, descriptive and exploratory. All these are essential for conducting
research in effective manner. Exploratory research design is defined as a type of research that is
used by researcher for investigating a research issue which is not clearly explained. Experimental
is another type of research design that strictly match to a scientific research design. At last,
descriptive is another form of design that helps researcher in identification of research issue
effectively. In this researcher, investigator has considered exploratory research in order to
successfully conduct research. This will also assist researcher in completion of each activity
of dissertation systematically and effectively.
Research choice: This is the fourth part of research onion framework which outlined
three choice of the research that are mixed method, mono method and multi-method. These are
essential choice of the research. Mono method requires to collect only one type of data which are
known as quantitative or qualitative. Mixed method is used for collecting both quantitative and
qualitative data. Multi-method is similar to the mixed method. These are effective choice but for
carrying out present investigation mono choice is useful. This choice will support research
worker in collecting and analysing of one type of data, either quantitative or qualitative. For
doing this dissertation, researcher is considering mixed method of research choice in order to
analyse and evaluate data. Quantitative method has been followed because this will facilitate
investigator while collecting of information in number and quantitative manner. There are
different reasons behind selecting quantitative method such as, it allows researcher in selection
of large sample size, focus on series or facts of information, not take more time etc. whereas
qualitative methods will help in gaining in depth data and information in order to attain desired
outcomes.
Time Horizon: It is a crucial part of the research methodology because it facilitates
research worker in completion of each activity of dissertation. There are two effective
approaches of time horizon such as longitudinal and cross-sectional. Both are essential
approaches of time horizon but for conducting present study, cross-section approach was adopted
as data was collected at a single point in time.
Data collection methods: It is defined as a process of collecting primary as well as
secondary information from the sources, techniques or methods. In order to gather primary data,
a structured questionnaire survey has been selected by the researcher as it facilitate them by
19

giving reliable or first-hand data within less time. In order to gather secondary data, journals
books and industry publications will be used.
Sampling: This introduces to the systematic process of choosing sample size from the
whole population. There are mainly two sampling techniques, namely probability and non-
probability sampling. In order to select size as per the current investigation, simple random
sampling method as a form of probability sampling has been adopted by investigator. In this
research selected population is the citizen of Sri Lanka, this type of sample will be selected
randomly.
This is a useful type of sampling because it facilitates researcher in selection of large
sample size. 100 respondents will be chosen randomly under probability sampling. The reason of
selecting 100 as sample size for this research is to gain better understanding and evaluate the
views of respondents. There are certain reasons for using random sampling such as estimates are
easy to calculate, assist in selection of large sample size, provides valid results etc. On contrary,
non-probability sampling is not useful for doing research as it is wholly depending on qualitative
research & it is also a time consuming process.
Data analysis: It is an important process of analysing data about the particular field of
investigation. Present study is based on quantitative research and for evaluating quantitative
data, frequency distribution analysis is used by the research worker. In order to successfully
analyse the data thematic analysis is used. This is effective for analysing the data and attaining
desired outcomes of this research.
Research instruments: This is an important part of data collection. There are various
instruments or tools of primary data collection that is questionnaire, interview, focus group,
observation and modelling. All these are essential instrument of primary data collection but for
collecting information regarding the impact of social media marketing on sales promotion,
questionnaire is more useful and valuable technique. In this technique, researcher will require in
making of close-ended questions. Therefore, this is effective technique for researcher to gather
reliable or primary information regarding the social media marketing.
Research ethics: Ethics within an investigation plays an important and essential role in
completion of each activity of study. There are different principles of research ethics which must
be follow by investigator for conducting this research. These principles are beneficence, justice,
20

truthfulness and confidentiality, autonomy and informed consent. All these are major principles
of research ethics that must be apply by researcher. This will support research worker in
completion of each activity of dissertation in ethical and systematic manner.
Research reliability and validity: Reliability is significant for measuring the method
consistency as well as help in successfully completing research practices. Validity is useful in
order to determine the accuracy of method used by researcher to performing investigation
practices. In this research, test retest reliability is considered by researcher. Where as construct
validity is used to analysed that collected data.
21

CHAPTER 4: PRESENTATION OF FINDINGS
This is essential section of dissertation as it help researcher in presenting of information
systematically and effectively. In order to present findings, Ms-Excel as a software will be used
by researcher. By using this software, research will require in making number of graphs
according to the each and every question. It will support researcher in presenting of quantitative
data within less time duration. Along with this, frequency distribution analysis technique of
quantitative data analysis will be chosen by researcher. For using this technique, investigator
need to make frequency table and mention number of respondents according to the options.
Frequency distribution table will be mentioned as under:
22

Data analysis of quantitative data collected from questionnaire
Question 1: Awareness about the implication of the social media
Interpretation: From the above mentioned table, it has been interpreted awareness about
the implication of social media within hospitality sector in terms promotion and marketing.
Social media is an effective way of promoting business to the customers. This is useful for
companies and industries in promoting of their products and services to the customers and in
marketplace. This will helps them in maximisation of customer base and accomplishment of long
term goals and objectives in less time. For this statement 30 out of 100 peoples are strongly
agreed, 30 are agreed 15 are neutral, 3 are disagreed and rest of the 2 participants are strongly
disagreed. Thus most of the respondents are agreed because they are had knowledge about the
significance of social media for an organisation in marketing as well as promotion of business
services or products within hospitality sector. By using social media marketing, hospitality
organisation can easily improve band loyalty among customers that results in increment of sales.
Social media has positive impact on business performance and growth of hospitality industry.
Question 2: Importance of social media in increment of sales
Interpretation: This graph communicated the effectiveness of social media for business
in increment of sales ratio. 50 out of 100 respondents are strongly agreed, 30 participants are
agreed, 10 are neutral, 6 are disagreed and remaining 4 are strongly disagreed. Therefore, most
of the respondents are strongly agreed because they had appropriate information about the role of
social media in business. Social media helps hospitality organisation by increasing number of
customers, improving brand image, enhancing brand awareness etc. These will helps company
by increasing their revenue and sales. Therefore, social media is effective and significant part of
the business success and growth. This support company to advertise their product or services to
the large number of customers in single time period.
Question 3: Effectiveness of social media in promotion and marketing of business
Interpretation: This has been interpreted that promotion and marketing on social media is
more effective and beneficial for hospitality industry. Social media is a way of marketing and
promotion of business in marketplace. This is useful way for companies to use and market their
services to the customers. For this statement, 40 out of 100 peoples are strongly agreed, 50 are
agreed, 6 are neutral, 2 are disagreed and rest of the 2 participants are strongly disagreed. For
this, most of the participants are agreed and had information about the effectiveness of social
23

media for company in marketing as well as promotion of services or products. Social media is a
useful and essential factor for hospitality organisation to promote and market their services in
marketplace. Social media is an important piece of business marketing strategy. It is an essential
platform that help hospitality organisation by connecting them with their customers, increasing
awareness regarding brand, and boosting sales. Thence, social media is a useful platform for
hospitality sector in promoting and marketing of business services easily.
Question 4: Timing of the social media marketing is effective or not
Interpretation: This information has been interpreted that social media marketing is a
best way of promotion and helps company in marketing of its services timely. Therefore, timing
of the social media marketing will be more effective in nature. For this information, 30
participants are strongly agreed, 45 are agreed, 15 are neutral, 6 are disagreed and 4 are strongly
disagreed. Most of the respondents are agreed about the timing of social media marketing. It is a
quickest ways for hospitality information to reach large number of audience with news or many
other forms of information. This platform can be relied upon for quickest or fast results and
actions. Therefore, social media marketing is effective way for hospitality industry while
attracting of large number of customers towards services or brand in minimum time. This will
help an organisation in improvement of its brand image and goodwill.
Question 5: Importance of social media marketing in catering of target customers
Interpretation: From the above given data or table, it has been interpreted that social
media marketing is essential platform for success and development of hospitality sector. One of
the biggest advantage of social media marketing for company is, it helps them in reaching of
million customers within less time period. Therefore, it is a biggest advantage and enables an
organisation to interact with their visitors. Going through the Facebook and twitter updates that
are posted by their visitors’ base gives them insight into what they want. This is essential for
company to fulfil customers needs and maintain them long lasting relationship with them. Thus,
social media marketing is essential way for company in attraction of more customers. For this
data, 35 out of 100 people are strongly agreed, 45 are agreed, 15 are neutral, 3 are disagreed and
remaining 2 are strongly disagreed. Most of the respondents are agreed as they had more
information about the significance of social media marketing.
Question 6: Effectiveness of review in gathering of information and boosting up business
activities
24

Interpretation: This graph helps researcher in identifying the effectiveness of the reviews
for an organisation in collecting of information and boosting activities within a Hotel. 45 out of
100 respondents are strongly agreed, 35 are agreed, 15 are neutral, 3 are disagreed and 2 are
strongly disagreed. There are different advantages of gathering feedback for hospitality industry
such as helps in improving services, support in measurement of customer satisfaction, assist in
creating the best customer experience. These are biggest advantages of gathering information
from the customers and reviewing their opinion about the services. Thus, customer's review
about the services and brand are important for hospitality industry. This help them in boosting
their business activities and also enhancing goodwil in marketplace as well as in customer's
mind.
Question 7: Importance of online as compare to traditional method of communication
Interpretation: Communication is important part for the business because with help help
of this, they can easily attract large number of customers, increase awareness about the brand etc.
These are main benefits of communication that support hospitality organisation in attainment of
competitive benefits. There are two methods of communication which are online and traditional.
Both methods are important but according to the hospitality industry, online method of
communication is more useful and essential. In this, 25 out if 100 participants are strongly
agreed, 55 are agreed, 10 are neutral, 5 are disagreed and remaining 5 are strongly disagreed.
From the above graph, most of participants are agreed as they had appropriate idea about the
significance of online communication method as compare to traditional. There are different
methods of online communication such as social networking tools, Email, Smart phone
messaging apps etc. On the other side, methods of traditional communication are brochures,
reports, magazines etc. These are main methods but for hospitality industry, online methods are
more useful because these not takes more time, provide effective results, attract large customers
in less time etc.
Question 8: Factors affect the usage of sales promotion campaigning
Interpretation: It has been interpreted from the above graph that there are many factors
that have impact over the ability of an organisation to use sales promotional campaigning. Out of
the total number of 100 respondents, 25 having the opinion that nature of service has impact over
the exercise of using sales promotional campaigning. This is true because there are many
products in respect of which adverting is not allowed legally. Also, sometimes needed to think
25

twice that what option of promotion will select that will not improves the cost. 40 respondents
having the opinion that targeted consumers also having the impact over usage of sales promotion
campaigning. This is so because when targeted consumers are those which are not active over
digital platforms then their usage is not worthy in nature. Also, the use of other mediums will
improve the cost then it reduces the profit margin that negatively impacts the business activity. In
last, 35 respondents having the opinion that growth rate of association also having impact over
the exercise of sales promotional campaigning usage. If organisation has good level of growth
then seems possible to invest over marketing stimulate demand. In case of low position needed to
focus over aspects that help to retain in market like product diversification and quality.
Question 9: Affect of information for scenario of communication
Interpretation: From the above mentioned data, it has been summarised that information
is important part of communication for hospitality organisation. This graph shown that 35 out of
100 participants are strongly agreed, 40 are agreed, 20 are neutral, 3 are disagreed and remaining
2 participants are strongly disagreed. Thus, most of the people are agreed and had knowledge
regarding the impact of information on communication. By providing accurate information to the
visitors helps company in attraction of large customers. Along with this, providing proper
information about the business services, products and process through online communication
methods supports hospitality organisation by increasing sales and also improving their brand
image. Thus, information has positive effects on scenario of communication.
Question 10: Sources of social media marketing
Interpretation: It has been interpreted from the above presented graph that there are
many sources that can be used for social media marketing. Out the total 100 respondents, each 20
having voted in favour one over 5 different social media platforms such as Facebook, LinkedIn,
Instagram, YouTube and Twitter. All these have their own features and working towards the
promotional activity. Different organisation uses thee on the basis of their own requirement and
purpose. The one which is most effective to publicise the general business operations include
Facebook. This help in getting touch with large number of persons along speedy transfer of
information to al. Similarly, Instagram will help the business in same regard where they can
connect with youth according to nature of business requirement. LinkedIn has special aid in
hiring of talented candidates within an organisation. Here, the major purpose is about targetting
on individuals who are looking for jobs and having further links within corporate sector.
26

YouTube and Twitter has their own different audience so in accordance to same companies will
needed to adopt the option of promotion that help to reach towards same. Overall, all having
huge importance in direction of effective level marketing of operations from where possible to
improve customers and market base.
Question 11: Strategies for enhancing effectiveness of sales promotion campaigning
Interpretation: It has been interpreted from the above graph that there are many
strategies that will improves effectiveness of sales promotional campaigning on social media
platform. Out of 100 respondents, 30 having opinion that setting appropriate goals will help to
improve effectiveness of promotional campaigning. 40 said that the technique of wise and
appropriate wide promotion is effective in direction improving effectiveness of sales promotional
campaigning. In last, 30 having the opinion that reviewing the outcome on regular basis will help
to improve the effectiveness of promotional campaigning. All these are effective in direction of
improving sales promotional campaigning effectiveness in their own way.
27

Reliability test
Reliability Statistics
Cronbach's Alpha N of Items
.983 11
Item-Total
Statistics
Scale Mean if Item
Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total Correlation
Cronbach's Alpha if
Item Deleted
Question 1 20.60 82.222 .959 .980
Question 2 20.73 79.007 .925 .981
Question 3 20.81 83.933 .901 .982
Question 4 20.48 79.464 .962 .980
Question 5 20.65 81.705 .964 .980
Question 6 20.75 81.260 .946 .981
Question 7 20.47 80.413 .931 .981
Question 8 20.47 85.444 .845 .983
Question 9 20.60 81.212 .961 .980
Question 10 19.57 73.884 .909 .985
Question 11 20.57 84.833 .883 .983
As the Cronbach's Alpha is .983, it can be said that the data set is highly reliable. This
statement is evident by the internal consistency of Cronbach's Alpha which states if the Alpha
value is higher than .9 then the data set reliability is excellent (citation is required???). Not only
the overall consistency, but the reliability and validity of each variable is excellent “Cronbach's
Alpha if Item Deleted” value of each variable is higher than .9
Correlations –
Analysis 1:
Correlations
28

Question 1 Q
u
e
s
t
i
o
n
3
Question 1
Pearson Correlation 1 .884**
Sig. (2-tailed) .000
N 100 100
Question 3
Pearson Correlation .884** 1
Sig. (2-tailed) .000
N 100 100
**. Correlation
is significant at
the 0.01 level
(2-tailed).
Interpretation: From the above table it has been concluded that question 1 and question 2 are
correlated that is significant. This has positive impact and helps researcher in attainment of
research aim and objectives significantly.
Analysis 2:
Correlations
Question 2 Q
u
e
s
t
i
o
n
1
0
Question 2 Pearson Correlation 1 .835**
29

Sig. (2-tailed) .000
N 100 100
Question 10
Pearson Correlation .835** 1
Sig. (2-tailed) .000
N 100 100
**. Correlation is
significant at the
0.01 level (2-
tailed).
Interpretation: From the above table, it has been defined that question 2 and question 10
are correlated with each other. This determined that social media increase sales and also helps
company in promoting of business products and services.
Analysis 3:
Correlations
Question 4 Q
u
e
s
t
i
o
n
5
Question 4
Pearson Correlation 1 .932**
Sig. (2-tailed) .000
N 100 100
Question 5
Pearson Correlation .932** 1
Sig. (2-tailed) .000
N 100 100
**. Correlation
is significant at
the 0.01 level
(2-tailed).
30

Interpretation: According to the above mentioned table, it has been interpreted that
question 4 and question 5 are correlated that helps researcher in accomplishment of research aim
and objectives.
Analysis 4:
Correlations
Question 9 Q
u
e
s
t
i
o
n
1
1
Question 9
Pearson Correlation 1 .869**
Sig. (2-tailed) .000
N 100 100
Question 11
Pearson Correlation .869** 1
Sig. (2-tailed) .000
N 100 100
**. Correlation is
significant at the
0.01 level (2-
tailed).
Interpretation – This analysis is conducted between two variables which are opinion of
people regarding the impact of social media information on communication and the main choice
of strategy of marketing. The above analysis table is gained from SPSS output which has the p
value as .000 implying both of these variables are correlated with each other. This correlation
implies that the people who think social media information impacts communication are inclined
to consider “Promote services widely but in a wise and appropriate manner” as best strategy of
social media.
Analysis 5:
31

Correlations
Question 7 Q
u
e
s
t
i
o
n
8
Question 7
Pearson Correlation 1 .772**
Sig. (2-tailed) .000
N 100 100
Question 8
Pearson Correlation .772** 1
Sig. (2-tailed) .000
N 100 100
**. Correlation
is significant at
the 0.01 level
(2-tailed).
Interpretation: As per the above mentioned table, it has been interpreted that question 7
and 8 are correlated that is essential in achievement of aim and objectives of the research
effectively.
Regression
Analysis 1: What are your independent variables and the dependent variable???? What you did
here is not acceptable???
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .890a .791 .773 .677
a. Predictors: (Constant), Question 9, Question 2, Question 3,
Question 7, Question 1, Question 6, Question 4, Question 5
32

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 158.296 8 19.787 43.176 .000b
Residual 41.704 91 .458
Total 200.000 99
a. Dependent Variable: Question 10
b. Predictors: (Constant), Question 9, Question 2, Question 3, Question 7, Question 1, Question
6, Question 4, Question 5
Coefficien
tsa
Model Unstandardized Coefficients Standardized
Coefficients
t S
i
g
.
B Std. Error Beta
1
(Constant) .398 .193 2.064
.
0
4
2
Question 1 .111 .573 .068 .193
.
8
4
7
Question 2 .064 .318 .049 .201
.
8
4
1
Question 3 -.202 .232 -.116 -.872
.
3
8
6
Question 4 .089 .549 .064 .163
.
8
7
1
Question 5 -.245 .741 -.155 -.331
.
7
4
1
33

Question 6 .601 .389 .396 1.547
.
1
2
5
Question 7 .069 .292 .048 .235
.
8
1
4
Question 9 .847 .606 .552 1.397
.
1
6
6
a.
Dependent
Variable:
Question
10
Interpretation – The above regression analysis has the dependent variable of the major source of
social media marketing. As the R square value of above analysis is .791, it can be said that the
choice of selecting major source of social media is impacted approx. 79% by all other factors
(independent variables).
Data analysis of qualitative data gathered from interview:
Interview is an essential method that will helps researcher in accomplishment of research
objectives effectively. Convenience sampling method will be used by researcher for selecting 4
hotels and 25 customers. In order to analyse qualitative information, thematic analysis will be
used by researcher because it helps them in evaluating of quantitative data within less time
period. Qualitative data analysis will be described as below:
Theme 1: Social media marketing enhances the contribution of the marketing
Question 1: As per your opinion, how do you think that the social media marketing enhances
the contribution of the marketing?
Interpretation: There is total 25 customers of 4 hotels. 8 customers had idea as social media
marketing helps hotel in marketing of its products and services in marketplace. 7 respondents
34

had view as, it supported company in enhancement of its brand image. Remaining 10 customers
said as social media marketing assist in attraction of large number of customers towards
products or services in minimum time period.
Theme 2: Social media enhanced customer's engagement with company
Question 2: How do you think that the social media has enhanced the engagement of your
organization and your desired customer group that has been targeted effectively?
Interpretation: Social media is an effective way of communication because it helps company in
maintaining of strong relationship with customers. 10 out of 25 customers had knowledge as
social media support company to promote their product or service on platforms. This attract
customers that results in higher engagement of customers with company. 6 respondents in
interview had opinion as, by using social media company easily fulfilled needs and wants of
their target customers. Remaining 9 participants had opinion as social media helps in targeting
of customers easily.
35

Theme 3: Ares hinted upon by the advent of the social media and the associated marketing
scenario
Question 3: As per your opinion which the major areas of concern that has been hinted upon by
the advent of the social media and the associated marketing scenario that has been brought
about?
Interpretation: 25 customers said as privacy issue is a major concern regarding social media
and the related marketing scenario. Purchasing services or products, identifying information
about the company etc. are major way of online but there is main concern from customers side
which is security or privacy issue.
Theme 4: Strategies for enhancing communication
Question 4: What are the strategies that has been taken by your organization in enhancing the
communication of your brand in the market and how they had been helpful?
Interpretation: There are different strategies that helps hotel in enhancement of communication
of their brand. For this 11 customers had idea as social media marketing is effective strategy for
company to provide all information about their business. 9 participants in interview had opinion
as Instagram is best way and remaining 10 respondents had knowledge as YouTube is effective
in enhancement of brand in market.
Theme 5: Customer's response towards online strategies
Question 5: Did the response of the customer as it has been gathered online has been crucial in
terms of developing the identity of the brand as well as mitigating the challenges that so might
36

occur in the way of the organization?
Interpretation: Online platform is important for customers because its save their time and also
helps them in providence of accurate information about the best hotel. 8 customers said as it
supported in providing review of hotel. 10 participants had opinion as it online platforms helps
in identifying of brand image of the company. Remaining 7 customers had knowledge as it
helps in increasing brand value and brand image of the company.
Theme 6: Ares for using social marketing
Question 6: As per your organization which is the main area of concern for your organization
behind using social marketing?
Interpretation: There are different areas for using social media marketing such as Facebook,
LinkedIn, Instagram, YouTube and Twitter. These are essential for hotels because it helps them
in attraction of more customers. 12 out of 25 customers said as Facebook is an effective ways
for using social media marketing. 6 had idea as Instagram is essential, 4 had knowledge as
YouTube is effective and remaining 3 had view as Twitter is useful. Along with this, main
concern of company behind using social media is to attract large number of customers.
Theme 7: Challenges in working with the social media and associated campaign
Question 7: What are the challenges that has been faced by the hospitality industry in working
with the social media and associated campaign?
37

Interpretation: There are different challenges or issues that has been faced by hospitality
industry of Sri Lanka while working with social media marketing are development of social
media strategy, measurement of social media ROI etc. Most of the customers in interview had
knowledge as development of social media strategy is main issue because it takes more time
and also cost.
Theme 8: Ways catering the effectiveness
Question 8: How does the organization seek to cater to them effectively?
Interpretation: 20 customers sad as social media marketing is best way for an organisation to
seek to cater themselves and also attract large number of customers easily. Remaining 5
respondents not had any information in appropriate manner.
Theme 9: Nature of the promotion
Question 9: How does the nature of the promotion has been effectively enhanced by the social
marketing?
Interpretation: 25 out of 25 respondents had idea as promotion is an essential way for
enhancing social media marketing.
38

CHAPTER 5: DISCUSSION OF FINDINGS IN RELATION TO
LITERATURE
This is another section of dissertation that will help researcher in attainment of research
aim as well as objectives. This section is related with the discussion of primary and secondary
information. Findings of the research is based on the primary data that will be important for
researcher in evaluating of primary data according to the each questions. In this, researcher will
require in matching of primary data with the secondary data gathered for literature review from
various sources including articles, magazines, books, publication research etc. Theses are useful
sources that support investigator in attainment of research aim as well as study objectives easily.
There are relation with the primary and secondary data collected for findings and literature
review. These are explained as below:
Question 1:
There is huge impact of social media over the activity of marketing and promotion. There
are large number of social media platforms that exists and uses widely for the activities of
marketing and promotion at world wide level by all different nature of organisations. Here, the
platforms which are having immense level contribution includes Facebook and Instagram. Out of
100, 80 respondents having perception that social media platforms are effective for marketing
and promotion. 15 having neutral behaviour in respect to the contribution and only 5 are in
against of same. The is determined from the Literature review that most of people from society
and those belong from the corporate sector having opinion that social media is the best platform
to market business operations (Thach, Lease and Barton, 2016) .
Question 2:
There is high usage of social media platforms for marketing exercises in all different
nature of organisations. This is so because large number of are active over different platforms
and simultaneously this is cost effective in nature. It is totally correct that usage of social media
platforms in business will help in further improvement of sales because this benefiting an
organisation in many ways such as improving brand image, spreading awareness, offerings as
per customer and market needs and resolution of customer grievances. Out of 100, 80 having
positive attribute over the fact of sales increment. The same is ascertained from the literature
review that all the different authors having same perception that there is huge impact of social
media platforms in improvement of business sale due to to the all diversified nature benefits.
39

Question 3:
Promotion and marketing is helpful for organisations because aid in spreading awareness
about business operations. The performance of this exercise over social media platforms has dual
benefits like effective level information dispersal within cost effective manner. Out of 100, 90
having positive attitude towards the point that social media is helpful for organisations to
improve business (Liu and Lopez, 2016). In literature review, same was ascertained from authors
side that there is huge support of social media for all organisations to improve market presence,
sales and customer base within most cost efficient manner. Along with this, primary data is
correlated with the secondary information that were collected by investigator from secondary
sources including magazines, books, journals etc. These are effective sources of secondary data
collection. As it is essential for researcher in achievement of research aim and objectives
successfully and timely.
Question 4:
Social media platforms like Facebook and Instagram are in huge trend among youth and
all other age groups. Billions of people are active over such platforms on single time. So,
marketing over social media platforms in current period of time is most effective in nature as
compared to any other source. This help to improve reach along with new potential customers.
Out of 100, 75 are in support of the fact that timing is important consideration regarding social
media marketing. The same was determined from the description of literature review that billions
of people are active at single time over different platforms and any news or offer spread rapidly,
So, in current time this is best towards performance of marketing operations. Also, marketing of
offerings on occasional basis will leads double growth as compared to normal days. This is
highly beneficial to adopt same in respect to gaining double amount of benefits (Ramanathan,
Subramanian and Parrott, 2017).
Question 5:
Social media marketing is effective in respect of ascertaining views of customers. This is
so because all the social media platforms providing an option to customers that comment their
feedbacks over existing services or mention about the new demands. This is best in direction of
gaining market information and catering their current needs. Out of 100, 80 are in support of the
fact that social media is effective towards fulfilling needs of diversified needs of consumers. The
40

same is determined from the literature review that authors having perception that this platform
help in building of communication and bonds with consumers from where possible to gain their
feedbacks and demands.
Question 6:
Reviews are effective in nature to identify deviations and causes along with solutions.
Out of 100, 80 are in support of same statement. It is determined from the above competed
literature review that role of reviews is effective in gaining of information and removing causes.
These are also helpful in improving overall areas (Saboo, Kumar and Ramani, 2016).
Question 7:
The online presence is not enough in getting of effective results. There is need to improve
the traffic and activities over platforms. This is helpful in attainment of popularity among all
along with easy level of identification by different number of consumers. Out of 100, 80 having
positive attitude on same determinant. It is gained from the literature review that traffic over
online sites further aid in attraction of new consumers in large quantity. This is so because they
always come first on search activities and preferably selected by consumers.
Question 8:
Sales promotion campaigning is not easy task. Lots of aspects upon this based includes
nature of service and targeted consumers. All the respondents are in favour of same. It is
determined from the completed literature review that social media campaigning is totally based
on the products nature, their audience and growth rate of an organisation. So, all these having
significant level of impact. Therefore, sales promotion campaign is essential and significant for
hospitality organisation to promote and market their services or products to the customers.
Question 9:
Information has significant level of impact over communication ability. Out of 100, 75 in
support of the same. It is determined from the literature review that nature of information
impacts the selection of communication mode. This question is related with the affect of
information for scenario of communication. Primary information is related with the secondary
data gathered for literature review from number of secondary sources including magazines,
journals, books and many others. All these types of secondary sources are useful and valuable for
investigator in accomplishment of aim as well as objectives of the study within less time period.
Question 10:
41

There are large number of platforms that can be used for social media marketing such as
Facebook, Instagram and LinkedIn. All the respondents having support with same. It is
determined from the literature review that different platforms exist and uses on the basis of
activity and purpose.
Question 11:
There are many strategies that can be used to improve the effectiveness of sales
promotional campaigning over social media platforms such as effective goals and reviewing. All
the respondents are in favour of same. Is determined from the completed literature review that
many ways tat needed to adopt for improving effectiveness. This depends over nature of activity
and cause (Aragoncillo and Orus, 2018).
42

CHAPTER 6: CONCLUSIONS & RECOMMENDATIONS
Conclusion:
It has been summarised, that social media marketing is a biggest part for the development
of hospitality sector. With the help of literature review, research gap was fulfilled. For this,
research questions were followed by investigator in fulfilment of research gap as well as
accomplishment of aim and objectives of the dissertation. Different number of secondary
sources used by researcher for gathering secondary data about the impact of social media
marketing on sales promotion. Research methodology helped investigator in identification of
best methods of data collection as well as data analysis. Different methods used for collecting
and analysing information regarding the topic such as positivism research philosophy,
questionnaire, deductive approach etc. These are useful methods that helped researcher in
attainment of each objective of the study. According to the research findings and discussion, it
has been concluded that most of the respondents had knowledge about the social media
marketing and its impact on sales promotion. They had view as social media marketing is
important part of the business success and growth. Social media marketing supported hospitality
organisation by increasing their sales, improving brand image, enhancing brand awareness,
increasing customer base etc. All these are biggest advantages of social media marketing that
supported company in achievement of competitive benefits. There are different ways for
promoting and marketing business services or products such as Facebook, LinkedIn, Instagram
YouTube, Twitter etc. All these are useful ways for hospitality industry because with the used of
these, they promoted their services effectively. These sources of social media marketing helped
hospitality sector in its sales promotion that results in increased sales, higher customer base,
improved brand image, increased awareness etc. Along with this, modern methods of
communication are more effective as compare to traditional methods. These methods are e-mail,
Smart phones, social media networking and many others. All these methods supported
hospitality organisation by saving their time, increasing customers base etc. There are number of
factors discussed that direct affects the usage of sales promotion campaigning. These factors are
Nature of service, targeted consumers and growth rate of association. All these are main factors
that had direct impact over sales promotion. Different strategies also used to enhance the
effectiveness of sales promotion campaigning by using social media platform such as by setting
effective goals, promote services widely but in a wise and appropriate manner and review the
43

outcome on a regular basis. These are main strategies that were supported hospitality
organisation in promoting and marketing of services to the customers. This turn to support them
by improving their growth. Therefore, literature review, research methodology and research
findings are important activity in accomplishment of research aim and also objective of research
in systematic and successful manner.
Recommendations
From the above mentioned data, it has been recommended that social media marketing is
important and essential part for hospitality organisation because it support them in promotion as
well as marketing of services or products. There are some recommendations to the hospitality
organisation in improvement of their business growth through social media marketing and sales
promotion. These ways are:
Create a clear and unique brand identity: Hospitality organisation must develop an
unique and clear brand identity. For this, hospitality organisation must create entire information
about their business on social media sites such as Facebook, Instagram, Twitter etc. All these are
useful platforms of social media and support company in promoting and marketing of their
business as well as improving of brand image. This turn to helps business in attainment of
competitive advantages easily.
Find creative ways to delight people: The average people shares a favourable customer
service experience with other people. Analysing creative ways to pleasure social media users is
an essential and great mode to develop an organic leading via word of mouth and amplification.
This is also important way for hospitality industry to find creative way and attract large number
of customers. This will assist them in its overall growth and success within a less time period.
This will further support hospitality organisation by improving their brand image and increasing
sales within limited time period.
Get mobile-friendly: Hospitality industry must make their website adoptive and
responsive for mobile is no longer a choice, it is necessary. It is an effective way for hospitality
organisation to get mobile-friendly and increase awareness among customers about the business.
This will aid hospitality sector in maximising of customer base and also maximising of sales
ratio.
44

REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY
I am glad that I got an essential opportunity for performing this investigation on an
interesting topic i.e. Impact of social media marketing on sales promotion within hospitality
industry. For performing dissertation on this topic. I used number of research methods such as
deductive approach, quantitative research, positivism research philosophy, systematic literature
review, questionnaire etc. These are useful methods that supported me by providing reliable
information regarding the topic. These are effective methods that helped me in addressing of
each objectives within less time period. Questionnaire is useful technique of collecting primary
information that facilitated me by giving actual and reliable information. For analysing primary
and quantitative information, I followed frequency distribution analysis as an analytical
technique. This technique was also helped me by presenting of information about the research
questions. I also used Ms-Excel while presenting of information in graphical form. Therefore all
these methods are effective for me in collection of data and accomplishment of research aim.
By doing this investigation, I learned regarding the significance of social media
marketing for organisations in promotion and marketing of business. I improved my knowledge
regarding the social media platforms such as Facebook, Twitter, YouTube, LinkedIn etc. All
these platforms are useful for promoting of business and attracting of larger customer base. For
conducting this investigation, I improved my research skills including literature review, time
management, data collection and data analysis. With the use of these skills I easily completed
full dissertation systematically. I also faced certain challenges while doing this investigation such
as lack of capita, lack of sources, unethical behaviour from respondents side etc. All these are
major challenges that have negative effect on my performance while completion of each activity
of study effectively. Despite of these, I used different ways for overcoming above mentioned
challenges. I used Gantt chart for eliminating the issue of time. It is a significant technique that
supported me in completion of full project timely. I followed research ethics principles in
appropriate manner that helped me in overcoming of issue associated with the unethical
behaviour of respondents. Therefore, by overcoming all challenges, I attained aim and objectives
of the dissertation systematically.
There is an option of alternative research methodology for doing further investigation.
Interview is a type of alternative methodology that will be used by investigator if they get
another opportunity for doing this investigation. This method help investigator in gathering and
45

analysing of qualitative data within given time period. There are different areas for doping
further study such as significance of social media marketing in attraction of larger customer base,
investigation of different strategies for promoting business services and products etc. All these
are essential and effective for researcher to do further research and gain valid outcomes within
less period of time.
46

REFERENCES
Books and Journals
Abbas, J. and et. al., 2019. The Effects of Corporate Social Responsibility Practices and
Environmental Factors through a Moderating Role of Social Media Marketing on
Sustainable Performance of Business Firms. Sustainability. 11(12). p.3434.
Adetunji, R. R., Rashid, S. M. and Ishak, M. S., 2018. Social media marketing communication
and consumer-based brand equity: An account of automotive brands in
Malaysia. Jurnal Komunikasi: Malaysian Journal of Communication. 34(1).
Afolabi, A. O., Ojelabi, R. A. and Oyeyipo, O., 2018. An analysis of social media marketing of
indigenous construction firms in Nigeria: A tool for sustainable growth. International
Journal of Construction Supply Chain Management. 8(2). pp.60-72.
Ahmad, S. Z., Bakar, A. R. A. and Ahmad, N., 2019. Social media adoption and its impact on
firm performance: the case of the UAE. International Journal of Entrepreneurial
Behavior & Research.
Ajanthan, D., 2017. The impact of a social media marketing on customer based brand equity-a
special reference to travel & tourism industry in sri lanka. TRANS Asian Journal of
Marketing & Management Research (TAJMMR). 6(11). pp.36-46.
Ajanthan, D., 2017. The Role of a Social Media Marketing in Building Brand Equity-A Special
Reference to Travel and Tourism Industry in Sri Lanka. Global Journal of Management
and Business Research.
Alalwan, A. A., 2018. Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management. 42. pp.65-77.
Ali, M. S. and Kaldeen, M., 2017. Impact of marketing mix strategies on performance of tourist
hotels in the eastern province, Sri Lanka.
Aragoncillo, L. and Orus, C., 2018. Impulse buying behaviour: an online-offline comparative
and the impact of social media. Spanish Journal of Marketing-ESIC.
Aragoncillo, L. and Orus, C., 2018. Impulse buying behaviour: an online-offline comparative
and the impact of social media. Spanish Journal of Marketing-ESIC.
Arora, A. S. and Sanni, S. A., 2019. Ten years of ‘social media marketing’research in the Journal
of Promotion Management: Research synthesis, emerging themes, and new
directions. Journal of Promotion Management. 25(4). pp.476-499.
Baum, D., Spann, M., Füller, J. and Thürridl, C., 2019. The impact of social media campaigns on
the success of new product introductions. Journal of Retailing and Consumer Services.
50. pp.289-297.
Beig, F. A. and Khan, M. F., 2018. Impact of social media marketing on brand experience: A
study of select apparel brands on Facebook. Vision. 22(3). pp.264-275.
Bigne, E., Andreu, L., Hernandez, B. and Ruiz, C., 2018. The impact of social media and offline
influences on consumer behaviour. An analysis of the low-cost airline industry. Current
Issues in Tourism. 21(9). pp.1014-1032.
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & Management Studies: An International Journal.
6(1). pp.128-148.
Cheung, M. L., Pires, G. D. and Rosenberger III, P. J., 2019. Developing a conceptual Model for
examining social media marketing effects on brand awareness and brand
image. International Journal of Economics and Business Research. 17(3). pp.243-261.
47

Cui, R., Gallino, S., Moreno, A. and Zhang, D. J., 2018. The operational value of social media
information. Production and Operations Management. 27(10). pp.1749-1769.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Drummond, C., McGrath, H. and O'Toole, T., 2018. The impact of social media on resource
mobilisation in entrepreneurial firms. Industrial Marketing Management, 70, pp.68-89.
Fam, K. S. and et. al., 2019. Consumer attitude towards sales promotion techniques: a multi-
country study. Asia Pacific Journal of Marketing and Logistics.
Goh, E. and Jie, F., 2019. To waste or not to waste: Exploring motivational factors of Generation
Z hospitality employees towards food wastage in the hospitality industry. International
Journal of Hospitality Management. 80. pp.126-135.
Iankova, S. and et. al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management. 81. pp.169-179.
Jayasuriya, N. A. and et. al., 2018. The Role of Facebook Marketing on Customer-based Brand
Equity and Purchase Intention in Fashion-wear Retail Industry, Sri Lanka. Global
Journal of Management and Business Research.
Jayasuriya, N. A., Azam, S. F. and Ferdous, M., 2017. The impact of social media marketing on
brand equity: A study of fashion-wear retail in Sri Lanka. International Review of
Management and Marketing. 7(5), pp.178-183.
Jung, W. J., Yang, S. and Kim, H. W., 2019. Design of sweepstakes-based social media
marketing for online customer engagement. Electronic Commerce Research, pp.1-28.
Kim, W. H. and Chae, B. K., 2018. Understanding the relationship among resources, social
media use and hotel performance. International Journal of Contemporary Hospitality
Management.
Liu, Q. and et. al., 2020. Exploring consumers’ buying behavior in a large online promotion
activity: The role of psychological distance and involvement. Journal of theoretical and
applied electronic commerce research. 15(1). pp.0-0.
Liu, Y. and Lopez, R. A., 2016. The impact of social media conversations on consumer brand
choices. Marketing Letters. 27(1). pp.1-13.
Lou, C. and Yuan, S., 2019. Influencer marketing: how message value and credibility affect
consumer trust of branded content on social media. Journal of Interactive Advertising.
19(1). pp.58-73.
Morrison, A. M., 2018. Marketing and managing tourism destinations. Routledge.
Perera, G. R. and Perera, I., 2018. Influence of social media marketing on the brand image of
organizations in the hospitality industry of Sri Lanka. In Media Influence:
Breakthroughs in Research and Practice (pp. 371-383). IGI Global.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management.
Ranasinghe, R. and et. al., 2020. Tourism after Corona: Impacts of Covid 19 Pandemic and Way
Forward for Tourism, Hotel and Mice Industry in Sri Lanka. Hotel and Mice Industry in
Sri Lanka (April 22, 2020).
Randiwela, P. and Gunarathna, D., 2017. Millenial involvement in cause related marketing in Sri
Lanka.
Saboo, A. R., Kumar, V. and Ramani, G., 2016. Evaluating the impact of social media activities
on human brand sales. International Journal of Research in Marketing. 33(3). pp.524-
541.
48

Salimi, D. and et. al., 2019. The impact of social media on marketing using bibliometrics
analysis. International Journal of Data and Network Science, 3(3), pp.165-184.
Saxena, A., Chaturvedi, K. R. and Rakesh, S., 2018. Analysing customers reactions on social
media promotional campaigns: A text-mining approach. Paradigm. 22(1). pp.80-99.
Saxena, A., Chaturvedi, K. R. and Rakesh, S., 2018. Analysing customers reactions on social
media promotional campaigns: A text-mining approach. Paradigm. 22(1). pp.80-99.
Shamini, H., 2020. Role of Social Media in Shaping Local Youth Tourists' Behaviour Across the
Sri Lankan Tourism Industry. Asian Journal of Education and Social Studies, pp.15-22.
Shareef, M. A. and et. al., 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services. 46. pp.58-69.
Tajudeen, F. P., Jaafar, N. I. and Ainin, S., 2018. Understanding the impact of social media
usage among organizations. Information & Management. 55(3). pp.308-321.
Thach, L., Lease, T. and Barton, M., 2016. Exploring the impact of social media practices on
wine sales in US wineries. Journal of Direct, Data and Digital Marketing Practice.
17(4). pp.272-283.
Online
HOSPITALITY INDUSTRY IN SRI LANKA - GROWTH, TRENDS AND FORECAST (2020-
2025). 2020. [Online]. Available through:
<https://www.mordorintelligence.com/industry-reports/hospitality-industry-in-sri-
lanka>.
Taylor. M., 2020. Sri Lankan Hotel Industry Faces Opportunities and Challenges. [Online].
Available through: <https://accidentaltravelwriter.com/2018/12/03/sri-lankan-hotel-
industry-faces-opportunities-and-challenges-round-table-discussion/>.
Klein. D., 2030. Factors Affecting Advertising Campaign Planning. [Online]. Available
through<https://macromark.com/blog/factors-affecting-advertising-campaign-
planning>.
Schidge. G., 2020. Sales Promotion Strategy: How to Develop a Plan That Works. [Online].
Available through<https://matrixmarketinggroup.com/sales-promotion-strategy/>.
49

APPENDIX
Questionnaire
Q1) Are you aware of the implication of the social media in terms of the marketing and
promotion?
a) Strongly agreed
b) Agreed
c) Neutral
d) Disagreed
e) Strongly Disagreed
Q2) Do you think that the usage of the social media in terms of the business can increase the
sales?
a) Strongly agreed
b) Agreed
c) Neutral
d) Disagreed
e) Strongly Disagreed
Q3) Do you think conducting the promotion and the marketing on social media is helpful for the
organization?
a) Strongly agreed
b) Agreed
c) Neutral
d) Disagreed
e) Strongly Disagreed
Q4) Do you think that the timing of the social media marketing has been effective in nature?
a) Strongly agreed
b) Agreed
c) Neutral
d) Disagreed
e) Strongly Disagreed
Q5) Do you think that the organization cater to the target customer through social media
50

marketing?
a) Strongly agreed
b) Agreed
c) Neutral
d) Disagreed
e) Strongly Disagreed
Q6) Do you think the reviews are helpful in gathering information as well as boosting the
activities in the hotel?
a) Strongly agreed
b) Agreed
c) Neutral
d) Disagreed
e) Strongly Disagreed
Q7) Do you think that the traffic of the organization in online are able to gather greater traffic as
compared to the traditional method of communication?
a) Strongly agreed
b) Agreed
c) Neutral
d) Disagreed
e) Strongly Disagreed
Q8) As per your opinion what are the factors which might affect the usage of sales promotion
campaigning?
a) Nature of service
b) Targeted consumers
c) Growth rate of association
Q9) As per the opinion of the managerial team how the information are most likely to affect the
scenario of communication?
a) Strongly agreed
b) Agreed
c) Neutral
d) Disagreed
51

e) Strongly Disagreed
Q10) What are the major sources of social media marketing with the help of which services can
be promoted effectively?
a) Facebook
b) LinkedIn
c) Instagram
d) YouTube
e) Twitter
Q11) Which one is the main strategy used to enhance the effectiveness of sales promotion
campaigning by using social media platform?
a) By setting effective goals
b) Promote services widely but in a wise and appropriate manner
c) Review the outcome on a regular basis
Frequency Distribution analysis
Q1) Are you aware of the implication of the social media in terms of the
marketing and promotion?
Frequency
a) Strongly agreed 30
b) Agreed 50
c) Neutral 15
d) Disagreed 3
e) Strongly Disagreed 2
Q2) Do you think that the usage of the social media in terms of the business can
increase the sales?
Frequency
a) Strongly agreed 50
b) Agreed 30
c) Neutral 10
d) Disagreed 6
52

e) Strongly Disagreed 4
Q3) Do you think conducting the promotion and the marketing on social media is
helpful for the organization?
Frequency
a) Strongly agreed 40
b) Agreed 50
c) Neutral 6
d) Disagreed 2
e) Strongly Disagreed 2
Q4) Do you think that the timing of the social media marketing has been effective
in nature?
Frequency
a) Strongly agreed 30
b) Agreed 45
c) Neutral 15
d) Disagreed 6
e) Strongly Disagreed 4
Q5) Do you think that the organization cater to the target customer through social
media marketing?
Frequency
a) Strongly agreed 35
b) Agreed 45
c) Neutral 15
d) Disagreed 3
e) Strongly Disagreed 2
Q6) Do you think the reviews are helpful in gathering information as well as
boosting the activities in the hotel?
Frequency
a) Strongly agreed 45
53

b) Agreed 35
c) Neutral 15
d) Disagreed 3
e) Strongly Disagreed 2
Q7) Do you think that the traffic of the organization in online are able to gather
greater traffic as compared to the traditional method of communication?
Frequency
a) Strongly agreed 25
b) Agreed 55
c) Neutral 10
d) Disagreed 5
e) Strongly Disagreed 5
Q8) As per your opinion what are the factors which might affect the usage of sales
promotion campaigning?
Frequency
a) Nature of service 25
b) Targeted consumers 40
c) Growth rate of association 35
Q9) As per the opinion of the managerial team how the information are most
likely to affect the scenario of communication?
Frequency
a) Strongly agreed 35
b) Agreed 40
c) Neutral 20
d) Disagreed 3
e) Strongly Disagreed 2
Q10) What are the major sources of social media marketing with the help of which
services can be promoted effectively?
Frequency
54

a) Facebook 20
b) LinkedIn 20
c) Instagram 20
d) YouTube 20
e) Twitter 20
Q11) Which one is the main strategy used to enhance the effectiveness of sales
promotion campaigning by using social media platform?
Frequency
a) By setting effective goals 30
b) Promote services widely but in a wise and appropriate manner 40
c) Review the outcome on a regular basis 30
55

Interview:
1. As per your opinion, how do you think that the social media marketing enhances the
contribution of the marketing?
2. How do you think that the social media has enhanced the engagement of your
organization and your desired customer group that has been targeted effectively
3. As per your opinion which the major areas of concern that has been hinted upon by the
advent of the social media and the associated marketing scenario that has been brought
about.
4. What are the strategies that has been taken by your organization in enhancing the
communication of your brand in the market and how they had been helpful?
5. Did the response of the customer as it has been gathered online has been crucial in terms
of developing the identity of the brand as well as mitigating the challenges that so might
occur in the way of the organization?
6. As per your organization which is the main area of concern for your organization behind
using social marketing?
7. What are the challenges that has been faced by the hospitality industry in working with
the social media and associated campaign?
8. How does the organization seek to cater to them effectively?
9. How does the nature of the promotion has been effectively enhanced by the social
marketing?
56

57