Impact of Social Media Marketing on Businesses

This assignment delves into the multifaceted effects of social media marketing on businesses. It explores how social media platforms like Facebook and Twitter can be leveraged to inform customers about products and services, fostering direct communication and understanding customer feedback. The discussion also highlights the cost-saving benefits of social media marketing compared to traditional advertising methods. However, the assignment acknowledges potential drawbacks, such as the risk of negative publicity from competitors and the challenges posed by internet literacy gaps among certain customer segments.

RESEARCH METHODS

TABLE OF CONTENTS
RESEARCH PROPOSAL...............................................................................................................3
Introduction..................................................................................................................................3
Rationale......................................................................................................................................4
Critical review..............................................................................................................................4
Project specification.....................................................................................................................5
Research plan...............................................................................................................................5
Assessment 1....................................................................................................................................6
References......................................................................................................................................11
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RESEARCH PROPOSAL
Research Title
To identify the impact of social media marketing on business performance; A case study of
Hilton Hotel.”
Introduction
In the present era, social media is one of the best platform in order to introduce and
promote the product and services in the market. With assistance of social media mediums like
Facebook, instagram, twitter etc company can easily get touch with customer and identify their
views and feedback related to product and services. Social media marketing is a process under
which firm engage with various social media channels like Facebook, twitter, instagram, you
tube etc in order to promote and advertise the product and services. It can be said that social
media marketing is the tool by this way firms can keep their eyes on the competition. They can
look upon their strategies and accordingly they can modify their operations. The following
research proposal provides the depth knowledge and understanding about the social media
marketing with respect of Hilton hotel. In addition to this, it will also define the importance of
this social media marketing in improving the business performance in the market. The major
objective of this business proposal is to identify the impact of social media marketing on the
business performance of Hilton hotel.
Present research proposal is based on the case study of Hilton hotel which is a
multinational corporation in the London. It offers luxurious accommodation and other services to
customer that make them satisfied and they become loyal toward brand. In order to attain the
objective of this research proposal, investigator will use the various research methodologies and
tools in this research proposal.
Aims
The main aim of this entire research proposal is to identity the impact of social media marketing
on the business performance of the Hilton hotel.
Objective
 To understand the concept of social media marketing
 To analysis the relationship between social media marketing and business performances
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 To identify the positive and negative impact of social media marketing on Hilton Hotel.
 To suggest ways of improving effectiveness of social media marketing in the Hilton
hotel.
Rationale
The major aim of this selected topic is to assess and impact of social media marketing in
the real situation of the Hilton hotel. As it is found that Cited venture is facing the issue related to
ineffective promotional and advertisement activities through which number of customer decrease
and profitability has been also decreased. Thus, it is very important for company to adopt such
effective marketing method through which it can again attract the large number of customer and
develop effective brand image in the market. For this purpose, researcher selects this topic for
research proposal. The another reason for choosing this topic is that researcher likes to study on
the social media marketing topic and its impact in the current business. Researcher has huge
interest in this particular area thus this topic will select as the topic of research proposal. In
addition to this, there is a sufficient data available of this particular topic on internet, books,
journals and other sources.
Critical review
As per the view of Bélanger, Bali and Longden, 2014 social media marketing is far
differed from the traditional marketing techniques (Bélanger, Bali and Longden, 2014). Author
has said that it can also be called as relationship marketing in which firms give more priority to
make connection rather than selling of products. According to Kuzma, Bell and Logue, 2014
social media marketing is an amazing strategy which assist management of the company in
taking immediate feedback about the products and services (Kuzma, Bell and Logue, 2014).
Consumers can share their feelings on website and can give their review on it. By this way firms
can get to know draw backs of current system and they can improve their operations accordingly.
As per the view of Messing and Westwood, 2014 social media marketing is the tool by this way
firms can keep their eyes on the competition. They can look upon their strategies and accordingly
they can modify their operations (Messing and Westwood, 2014). In the highly competitive
world it is essential for the organizations to emphases on the strategies of the competitors and
offer better services to consumers so that they do not get influenced to other brand's products.
social media marketing and business performance has very strong relationship because while
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company develops its page on the internet then it has to update the information about product
and services. If it effectively maintains and update the information at platform then customer
thinks that company regularly make efforts in order to make impressive its brand in the market,
Project specification
In the following research proposal investigator needs to use various research methods and
terminology through which determined objective can easily attain. In order to attain the objective
of identify the impact of social media marketing, scholar will use a systematic research design,
research technique, data analysis, data collection method, research approach etc. In order to find
an appropriate solution of research problem, investigator will use interpritivism research
philosophies. In addition to this in order to deep study about the topic, scholar will use the
inductive research approach so as determined objective will attain. Descriptive research design
will be used by the scholar and thematic analysis will be done in this research proposal. In order
to collect the data, investigator will use the primary and secondary data collection method. In the
primary data collection method, scholar will use survey method under which questionnaire will
prepare along with questions of social media marketing and ask from 30 customers of the Hilton
hotel. In addition to this in the context of secondary data, information related to social media
marketing will collect from various sources like internet, books, journals, online blogs, company
websites etc.
Research plan
Activities of
research plan
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Discover
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Literature
Review
Research
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Accomplishm
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formulate
questionnaire
Recording
Research and
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Plan graphs
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Analysis
Conclusion &
Recommenda
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Writing and
Completing
report
RESEARCH TOPIC
“ To identify the impact of social media marketing on business performance; A case study of
Hilton Hotel.”
Objective
 To understand the concept of social media marketing
 To analysis the relationship between social media marketing and business performances
 To identify the positive and negative impact of social media marketing on Hilton Hotel.
 To suggest ways of improving effectiveness of social media marketing in the Hilton
hotel.
ASSESSMENT 1
Literature Review
Concept of social media marketing
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In today's corporate world competition is very high and companies have to struggle a lot
to sustain in the market for longer period. According to the Hajli, 2014 social media networking
is the way of making connection with mass audience via face book, Twitter, Instagram etc (Hajli,
2014 ). In the globalized era most of the firms use these sites with the purpose of marketing. It is
the marketing technique which is adopted by the entities for accomplishment of their goal and
objectives. It supports in communicating with the clients speedy and resolve their issues
immediately. That helps in increasing the brand image of the firm to great extent.
As per the view of Bélanger, Bali and Longden, 2014 social media marketing is far
differed from the traditional marketing techniques (Bélanger, Bali and Longden, 2014). Author
has said that it can also be called as relationship marketing in which firms give more priority to
make connection rather than selling of products. With the help of social networking sites,
internet firms can advertise its products, services and can attain their objective in short time
duration. Habibi and et.al, 2015 has argued that social media marketing is the vast subject, in fast
moving environment firms are hiring social media experts those who have great knowledge and
are able to create a unique image in the mind of consumers (Habibi and et.al, 2015). Apart from
this, it is a beneficial tool and supports in the expansion of the companies across the world.
According to Kuzma, Bell and Logue, 2014 social media marketing is an amazing
strategy which assist management of the company in taking immediate feedback about the
products and services (Kuzma, Bell and Logue, 2014). Consumers can share their feelings on
website and can give their review on it. By this way firms can get to know draw backs of current
system and they can improve their operations accordingly. By this way they will be able to
deliver excellent services to the guests that would make them satisfy towards the brand. Kimmel
and Kitchen, 2014 has argued that social media marketing is the modern concept of marketing
and with the help of this, companies can meet the requirements of the consumers and can run
their business in effective manner (Kimmel and Kitchen, 2014). It is the way of expanding the
business in other country and to gain success in the market. As per the view of (Xiang, Zheng
and Gretzel 2010) social media marketing is a easy marketing under which company does not
need to spend capital on the labor, sales representatives, physical outlets etc. In addition to this
corporation can directly get touch with customer at global level by one touch on the internet.
(Thevenot and Guillaume, 2007) stated that social media marketing is a platform where not only
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company and customer can communicate but also customer share their experience with other
customers. This thing assist to other customer in identifying the benefits and drawback of
particular product and services. Social media marketing aids in collecting information about
customer choice , preferences, review, feedback and experience about product and services. So it
can be said that social media is very helpful platform through which organization can easily
introduce product and services in the market and attract the large numbers of customer.
Relationship between social media marketing and business performances
According to the Dessart, Veloutsou and Morgan-Thomas, 2015 before launching any
new product in the market, companies do market research and identify needs and wants of the
users (Dessart, Veloutsou and Morgan-Thomas, 2015). According to their desires, firms provide
them products, that helps in satisfying the consumers to great extent. Social media marketing is
the way through which entities can make strong connection with the users and they can share
their views and preferences about the product and services. That would be beneficial for the
firms in getting right information in limited time duration that would help ion increasing the
revenues of the organization to great extent.
As per the view of Messing and Westwood, 2014 social media marketing is the tool by
this way firms can keep their eyes on the competition. They can look upon their strategies and
accordingly they can modify their operations (Messing and Westwood, 2014). In the highly
competitive world it is essential for the organizations to emphases on the strategies of the
competitors and offer better services to consumers so that they do not get influenced to other
brand's products. Wolny and Mueller, 2013 has argued that effective use of social media
marketing can help in increasing revenues of the company. But if firms do not use it properly
them their reputation and image can get down and people will not trust the products of particular
organization (Wolny and Mueller, 2013). As per the view of (Hudson, Simon, and Thal, 2013)
social media marketing and business performance has very strong relationship because while
company develops its page on the internet then it has to update the information about product
and services. If it effectively maintains and update the information at platform then customer
thinks that company regularly make efforts in order to make impressive its brand in the market,
This shoes the attractiveness and effectiveness of the corporation in front of customers. Effective
information, design and update on the social media platform develop impressive brand image of
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company on the internet. On the other hand if customer gives their positive comments then it will
also help in developing effective and strong brands image on the internet.
Identify the positive and negative impact of social media marketing
According to Hollebeek, Glynn and Brodie, 2014 social media marketing is the tool that
can help in increasing the business performance of the organizations (Hollebeek, Glynn and
Brodie, 2014). It attracts consumers towards the brand and firms can build strong relationship
with the customers. It impacts positive on the hospitality industry, as with the help of social
networking sites, web sites traveler will be able to know about the company and its services and
they will be able to make their decisions. Attractive offers, advertisement of Facebook and
Twitter can influence their mind. It can help in increase overall performance of the organization
to great extent. As per the view of (Hays, Stephanie, Page and Buhalis, 2013) social media
marketing is a process under which company can provide inform,ation about product and
services to customer with the help of various mediums like Facebook, twitter etc. These platform
assist in directly communicating with the end user and company can easily identify the review
and feedback of customer related to product and services.(Miguéns, Joana, Baggio and Costa,
2008) stated that social media marketing assist in decreasing the company expenses which
incurred in the labor wages, sales representatives, physical outlets, print media advertisements
etc. With the assistance of online channels, company can directly get touch with end users and
identifying their view and opinion about product and services. One of the major advantage of
social media marketing is that company can develop or create attractive page on the social media
and try to attract large numbers of customer. According to the view of (Fotis, John, Buhalis and
Rossides, 2012) at the medium of social media, while any customer like and tag to the page then
it shows to all his friends and user on the social media who have connection with that particular
page. They can easily see and comment on that page about product and services. This assist in
increasing the popularity of product and services in the social media platform. On other hand
Hajli, 2014 has argued that social media marketing can create negative impact on the business
performances (Hajli, 2014). As if any competitor brand is offering better services to client then
guests will get influenced immediately that will make them negative towards the brand. As per
the view of (Chan, Ling and Guillet, 2011) social media marketing is time consuming process
because in order to provide the right information about product and services like price, features,
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discount, company have to maintain regular updates on the social media page. If company does
not maintain regular updates on the social media platform then it becomes difficult for customer
to know about right information of product and services. (Bruhn, Manfred, Schoenmueller and
Schäfer, 2012) stated that customer can also face issue through social media marketing because
most of the customer does not have knowledge about internet and channels of social media like
Facebook, twitter etc. So it becomes tough for customer to identify product information on the
internet. On the other hand most of customer are not interested to buy internet connection so it
becomes difficult for company to get touch with those customers in the market.
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REFERENCES
Books and Journals
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