Impacts of Social Media - Case Study

Research Project
(The impacts of Social Media in
creating brand loyalty in hotels: A case
study of Four Seasons Hotel, UK)

Abstract
The study is based on the analysis of the impact of social media in creating brand loyalty
in The Four Season Hotels to maximize the profit of the organization. In this business scenario,
competition within market is so high and the key motive of each small as well as large business
enterprises is to attaining higher growth and success at market place through developing their
business operations at global scale. Brand loyalty is the primary consideration of businesses
within hospitality sector, thus in this specific sector people are more loyal towards the operations
and functions offered by the businesses to their significant customers. This is a wide area of
management work which is effective in developing the idea and knowledge base on people
towards the chosen subject area. This study has wide focus in providing relevant information in
regards to the area of social media and how it is effective in creating brand loyalty. Hospitality is
the most developing sector and it contributes in the economic growth of a country. Four Season
Hotel Group is a large multinational hotel which has its global business operations. The hotel is
widely concern over using social media as their strategic tool in respect to creating brand loyalty
for the firm. Brand loyalty is refers as an effective positive feeling towards a product, service or
brand and dedication to set the mind towards purchasing the same repeatedly for the sack of
fulfilling of their own needs. In the context of hotel industry brand loyalty is an essential aspect
which plays vital role in the maximising the profitability of the firm through retaining customers
for long run of business operations. The key scope of the particular study is to addressing the
issue of research through conducting an in-depth analysis over the chosen subject area. This
study is effectual in enhancing the the ability and knowledge towards the area of social media
and how it works in maximising brand loyalty of an organisation.
In the section of introduction proper aim and objectives are implemented to providing a
clear vision in regards to the activities held within the exploration area. In this proper overview
and background is provided to discussing the issue in proper manner and a rational is also being
provided to rendering the benefits of the research in effective manner. Therefore objectives are
taken into consideration to developing the section of literature review in effective manner, thus
Literature review is effective in conducting in-depth analysis through reviewing the opinion and
perspective of various authors and writers. Literature is the major part of an investigation which
covers a wide area through making suitable discussion over the chosen subject, therefore it is

effective in creating a theoretical framework which assist an individual in making proper
understanding regrading the area of study.
Research methodology is effective in providing support to the whole work by the
selection of suitable methodologies and tools. In the present study area, quantitative is the most
suitable tool on which the entire investigation is based as it is effective in accumulation of fact-
full information. In this both primary and secondary tools are applied by the researcher as these
are effective in collection of suitable information in effective manner. Primary investigation is
taken place through conducting a survey via the help of developing a questioner and on the
contrary side secondary sources like books, journals, published research articles, online sites etc.
are applied to develop literature which supports the whole investigation in proper manner.
Data analysis is also executed to analysing the accumulated information in effective
manner, as in this data is being analysed through thematic analysis as in this themes are prepared
on the basis of the questions of questionnaire. Along with this, conclusion and recommendations
are created after completion of the investigation activities, Thus conclusion is being created to
providing a proper summary on the whole outcome or results. However recommendation is
effective in providing appropriate suggestions that are suitable for businesses to attaining growth
and success.

Table of Contents
Abstract ...........................................................................................................................................2
Part 1: Research Proposal ...............................................................................................................1
TITLE: ............................................................................................................................................1
Introduction .....................................................................................................................................1
Literature Review ............................................................................................................................6
Research Methodology .................................................................................................................11
Time Scale: ...................................................................................................................................13
References .....................................................................................................................................15
Part 2: Dissertation ........................................................................................................................17
TITLE: ..........................................................................................................................................17
Chapter 1: Introduction..................................................................................................................17
Chapter 2 : Literature Review........................................................................................................25
Chapter 3: Research Methodology ................................................................................................36
3.1 Type of Investigation .....................................................................................................36
3.2 Research philosophy.......................................................................................................37
3.3 Research approach..........................................................................................................37
3.4 Research Design ............................................................................................................37
3.5 Data Collection ..............................................................................................................38
3.6 Data Sampling ...............................................................................................................39
3.7 Ethical Consideration ....................................................................................................39
Chapter 4: Data Analysis ..............................................................................................................40
Chapter 5: Discussion ...................................................................................................................59
Chapter 6: Conclusion and Recommendation ...............................................................................61
Introduction .........................................................................................................................61
Conclusion ...........................................................................................................................61
Recommendation .................................................................................................................63
Chapter 7: Reflection ....................................................................................................................65
REFERENCES..............................................................................................................................69
Appendix .......................................................................................................................................73

Part 1: Research Proposal
TITLE:
The positive impacts of Social Media in creating brand loyalty in hotels: A case study of
Four Seasons Hotel, UK.
Introduction
Overview of the Research
In the context of business, social media now a day's becomes an integral part of an
individuals daily life since it has been widely applied in marketing terms in the context of
advertising and transaction through different sort of businesses. Social media is considered as the
key aspect of digital world, thus digitalisation has revolutionized communication among
businesses, individuals and allowing them to overcome geographical and time constraints that in
turn allows consumers and organisations to be connected across the globe at any time (He, Zha
and Li, 2013). Social media tools plays vital role in business growth, thus it is effective in
developing the inter-relationship with customers at global level, that could result in increasing
the brand loyalty. In the context of hospitality industry, the growth and progression is based on
the satisfaction of people at market place. Hospitality is one of the most emerging sector in
today's business industry. It has significantly spread around each corner of the globe. Brand
loyalty is refers as the key consideration of hotel industry as it is the key aspect of achievement
of significant development and maturation within the commercial centre. Social media tools like
online media tools which involves Facebook, Twitter, Instagram, Snap Chat, You Tube etc. plays
imperative positive role in developing the brand loyalty by increasing awareness among the
people in respect to the subject matter of the firm. Four Season Hotel is the chosen organisation
for this particular dissertation, as it is an international leading luxury hospitality firm. The hotel
is widely concern over using social media as a major strategic source for creating brand loyalty.
Background of the Research
Hospitality is recognised as one of the most important sector in may regions and has a
major influence over the economic development of a country (SIGNIFICANCE OF
HOSPITALITY AND TOURISM IN A COUNTRY’S ECONOMY). This segment is basically
represented in hotels, restaurants, cafes, motels, bars, parks. The success and growth of this
sector is mainly based on the attributes of items and facilities that are being provided by the
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businesses to their key buyers (Leung and et. al., 2013). In this sector, satisfaction of customers
and clients is the key aspect of attaining success. In the scenario of business rivalry is so high
and the key motive of an organisation is to attaining significant maturation and progression
through developing competition at market place. Social media is determined as the key tool for
developing brand loyalty, through providing appropriate advertisement and brand detailed
regarding a company. Loyalty of buyers are advantageous for the business in achievement of
long term benefits, thus social media plays effectual function in developing good connection
with buyers at wider level by providing them appropriate information regarding the operations of
firm. Four Seasons Hotels Limited, it operates as Four Seasons Hotels and Resorts. It is an
world-wide luxury hotel organisation (Four Seasons Hotels & Resorts: Why Luxury Travelers
Adore Them). The headquarter of the firm is in Toronto, Ontario, Canada. Four Seasons mainly
directs from more than 100 hotels, at global level. The Four Seasons Hotel works in hospitality
sector and the company was founded in the year of 1961. The primary consideration of this hotel
is to creating brand loyalty of customers by the utilization of social media sources, thus it is
effective in implementing good connection among the firm or its customers and regular
progression in connection and connectivity helps the firm in developing the brand loyalty.
Rational of the Research
The considered project is supported on the reasoning of the positive impact of social
media in creating brand loyalty in The Four Season Hotels to maximize the profit of the
organization. This is a wide area of academic research which is effective in exploring the
positive influence of social media in the context of creating brand loyalty. In this proper analysis
is being done through determining each of social media tools that supports the brand loyalty of
the firm. The overall investigation is based on determining how businesses are creating brand
loyalty through applying suitable source of social media like Twitter, YouTube, Facebook,
Instagram. This study mainly supports the exploration through accumulation of suitable
information on the aspects of social media that are effective in analysing the study in effective
manner. This study is effective in developing the idea and knowledge based on people towards
the chosen area of work and also develops the personal as well as professional ability of people,
students and researcher. This study basically determines in-depth evaluation over the use of
social media and how it is effective in creating brand loyalty (Berezina and et. al.., 2016). The
major purpose of conducting the research is the personal interest of researcher, as majorly
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investigations are executed for the purpose of exploring the idea and knowledge base of
researcher regarding a specified area of work. The study may provide them personal as well as
professional knowledge which helps them in their future.
Signification of the Research
Brand loyalty is recognised as the key aspect of business, thus organisations are widely
concern over increasing brand loyalty, as it may result in higher profitability and growth of firm.
According to the opinion stated by Irem Eren Erdogmus, 2012, Brand loyalty effective for the
firm in developing the trust level among customers regarding the offerings of the firm. Social
media is the most effective source that plays vital role in establishing connectivity among
customers and organisation and this is also refers as the platform which is effective in promoting
organisational products and services (The Impact of Social Media Marketing on Brand Loyalty).
Social media has huge impact over creating brand loyalty within hotel industry, however now a
day's social media is the key part of humans daily life and people are generally spending a huge
time over using social media channels, so this is the best way to promoting organisational
facilities and making improvement in the brand loyalty. The key aim of this present investigation
is to exploring the understanding regrading the positive impact of social media over creating
brand loyalty. In this, outcome is based on analysis of the project objectives that are
interconnected with the study of social media tools and how these are effective in attracting
customers to build higher brand loyalty. This study has huge significance in processing the
ability and skills based on people and learner who are interested towards the similar area of
work. This study plays vital role in exploring the influence of online social media in developing
brand loyalty of customers towards the firm (Callarisa and et. al., 2012). In the context of
hospitality sector, individuals are very much concern about the facilities offered by the hotels, in
this segment people are using facilities from their comfort zone, so it is essential for hotel
industry to satisfying the desires of people for the purpose of developing loyalty regarding the
firm. A brief idea regarding a selected sphere of work assist the researcher in processing the
cognition base which assist them towards attaining growth and success in their future facet.
Research Aim
Research Aim is a primary area of an investigation which defines as a broad statement of
coveted results. It also explains the major purpose of execution of an investigation. Aim is
effective in providing an overview regarding the work and also defines a way to implement
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investigation actions in proper manner. The key aim of this particular research is "To evaluate
the positive impact of social media in creating brand loyalty in The Four Season Hotels to
maximize the profit of the organization".
Research Objectives
This is the key area of the section of introduction as in this the aim of the research is
defined in the form of small statement. This part of the investigation is based on aim, on which
the overall investigation is based. This area of an investigation is interconnected with the point of
the exploration work as in this component are defined in little explanations that means the
content of investigation in broad manner (Lockstone and et. al., 2013). This part plays vital role
in clearly defining the purpose of execution of the research and also assist the investigator in
better understanding of the chosen area of work. The suitable objectives that supports the work in
right manner are described as under:
 To evaluate the impact of social media in the business organization.
 To investigate the importance of social media in creating brand loyalty.
 The explore the adoption of various social media option in The Four Season Hotel and its
functioning. To indicate whether the use of social media in creating brand royalty is an effective
option for the organization.
Research Questions
Research Questions is refers as an answerable inquiry into a selected area of issue or
concern. This pat of investigation is effectual in clearly rendering the suitable path to the
investigator to execute the activity in correct way. This section is mainly supported over the aim
and objectives of the investigation, as these are implemented with the help of the objectives. This
sections plays vital role in administrating the section of literature review by analysis of the
opinion and views of assorted communicator and writers. The key questions of this particular
investigation are described as underneath:
 What is the impact of social media within the business organization?
 What is the important of social media in evaluating the brand royalty of the organization?
 How the processes have been evaluated by The Four Season Hotel based upon social
media?
4

 What benefits Tesco will evaluate in the working and functioning of social media in
creating brand royalty?
5

Literature Review
Literature Review is determined as an aspect of what is being represented or published on
a chosen area of work through the accredited investigator and scholars (Minazzi and Lagrosen,
2013). This section of investigation is effectual in administrating in-depth study over analysing
the positive impact of social media tools over creating brand loyalty. This section plays effective
role in developing a theoretical frame work by accumulation of information from different
sources. In this section information is majorly gathered through secondary sources like books,
journals, published research articles, past research projects etc. The key purpose of developing
literature review is to making a proper discussion over the chosen area of work in detailed
manner, that supports an individual in better understanding about the positive impact of social
media in developing brand loyalty in hotel industry.
The impact of social media in the business organization.
As per the views expressed by Johanna Myddleton and Chris Fullwood, 2019, Social
media is refers as the key aspect of digital technologies which performs critical function in
processing the transaction of business at wider basis. Social media has had an effective influence
over the businesses. Social media has involved various elements like, Twitter, Facebook,
YouTube, Instagram etc. these are the key element of social media and works for promoting
organisational operations and services (Social Media Impact on Organisations). The source of
social media are applied to not only promoting the brands but advertising the new products and
also are effectual media which render customers services and resolve dispute. Social media
basically has positive impact over the operations of business, thus in this modern era , human life
is very much based on the use of digital technologies among which social media is the key
source that is widely applied by people to fulfilling their needs and want. Businesses are widely
concern over applying social media as their strategic step for enhancing the operations and
functions of the firm at global level (FitzPatrick and et. al., 2013). In today's highly globalised
and competitive world, the role of social media is growing, thus social media is refers as the key
source which has become a tool for marketing. As per the opinion provided by Eric Siu, 2019,
Social media refers as the way where people share aspects through a broad gathering, thus this
create value for the firm in making individual aware in regards to the products and services
offered by them at market place. Social media has direct impact over the relationship of brands
and customers. Social media is the best platform an organisation can apply to stay connected
6

with their customers and businesses are using them as to analysing the desires of individuals
within commercial centre. Social media positively influenced the business performance and
operations as organisational are freaking concern on applying social media as their key source
which helps in creating awareness among customers and also promoting the offerings at wider
level. Social media also effective in shrinking the distance gap among people are businesses, thus
this is effective in reducing the gap and satisfying the needs of people within commercial centre.
The importance of social media in creating brand loyalty.
According to the opinion stated by Jessica Davis, 2017, Social media and customers
loyalty are two different aspects but go hand in hand as these two are based on each other. It
refers as the modern medium which helps the brands harness emotional engagement when
developing trust with their consumer base. Social media is the most effective tool that plays vital
role in developing brand loyalty. Therefore, social media has positive influence over the
operations of business and mainly effective for attracting customers and creating brand loyalty.
Social media platform basically helps an individual or business to establishing connection with
people and also developing awareness about the organisational brand or boost up the sales
through leading the organisational operations in right manner. However online social media is an
effective sources which provides a wider platform to the businesses to making promotions in
easy manner. This could be benefited for the firm in developing loyalty and attain higher growth.
Brand loyalty is the major focus of an organisation, thus it is effective for a business to attaining
growth and profitability by the retention of customers. Loyalty may result in retention of
customers for long run of business operations and functions (Sigala, 2012). Therefore social
media is the most effective tool that helps a business in creating loyalty by making people aware
about the offerings of the firm. Social media boosts the visibility of the firm among the key
consumers and letting the business to reach at the wide audience through applying a large range
of efforts and competitiveness. Brand loyalty is refers as a key factor of business growth which
really matters in success of business, this basically ensure long term engagement on social
media. There are multiple importance of social media in developing brand loyalty, some are
associated as below:
Stay Focused on customer services: At the end, an organisations social strategy is based on
customer services, thus customers will often turn to social media when they have to had both
positive and negative experience. Social media is effective in analysing the changing trend and
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also determine the changing preference of customers according to the trend for the purpose of
satisfying the needs and wants of people by providing them facilities as per their requirements.
Brand loyalty is essential aspect and online social medial performs vital role in success and
growth of a business ability to build and retain the brand loyalty. Be connected or engaged on
internet and social media can significantly create all the differences, when the an organisation
really care about the audience, share great or communication is a better way which align through
business culture and it will also effective in determining the positive influence on the business or
its brand loyalty.
Create a smart social media strategy: The major motive of a business is to attain growth and
success and for this it is required or a business to develop a smart social media strategy in which
an effective cohesive plan for SEO or PR is involved. A smart strategy is effective for the
business in implementing a plan and assist the overall work in right manner to build brand
loyalty. A good strategy inspire people to implement good relations which could result in
increasing the loyalty base.
The adoption of various social media option in The Four Season Hotel and its functioning.
As per the views expressed by Matthen Hudson, 2019, social media is described as the
website or application which are planned to permit an individual to share content quickly,
expeditiously or in actual time ground. Social media refers as the agglomerative way of online
communication transmission that are devoted to gathering supported inputs, content sharing,
communication or cooperation. Four Season Hotel and Resort is an international luxury
hospitality firm, which has its major cares on carry out the desires of buyers at market place.
Social media is a wider aspect which includes various tools like Facebook, twitter, Instagram,
Pinterest, Buffer, BuzzSumo, Animoto, Agora Pulse etc. these all are significantly applied by
businesses as to expanding their operations at wider scale (Kim, Li and Brymer, 2016). The
hotel has operated through more than 100 hotels globally and use social media as their key
source. The hotel has done an exceeding job integrating social media into their general
marketing and website, thus and widely concern on rapidly expand their social media presence
on Twitter, Weibo, Facebook, Instagram, TripAdvisor etc. The suitable use of social media tools
are effective for Four Season Hotel in developing its operations at wider scale. There are
multiple social media options and among which those are effective for the growth of Four
Season Hotel are described as below:
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Facebook: It is a most popular free social media networking site which allows an individual to
create their profile and be connected with the entire world. This provides a wider way to
implement good relationship with others through establishing good communication. Four Season
Hotel has their corporate Facebook account and the company has around 150000 fans, who
follow the page of company and taking use of the benefits offered by the company (Four
Seasons Hotels and the Art of Social Media). This create value for the firm in capturing a wider
market to attaining more profitability and growth.
Twitter: It is a free micro-blogging service which allows people to broadcast posts that are called
tweets. The members of Twitter can broadcast tweet and follow other people or organisation or
pages through applying multiple devices and platforms. On the Twitter feed Four Season Hotel
has around 60, 000 followers with a high score of around 70, thus it is the evidence that the
company place a lot of concern over engagement with guests or those tweeting about the services
offered by the hotel.
The tools of online social media tools are effective for Four Season Hotel in making
promotions at global level and also taking easy feedbacks from the customers. This creates value
in developing brand loyalty among customers in regards to the offerings of the hotel.
The use of social media in creating brand loyalty is an effective option for the organization.
According to the opinion expressed by Ocha Oyza and Agwu Edwin, 2015, Social media
has attained continuous prominence within few years. Social media has now change into the
boardrooms of an organizations and just like the cyberspace or internet sources; it has changed
the selling and buying processes of a business by influencing the decision of people regarding
the products and service of the firm. Social media is a modern phenomenon, it has proven to be
the most successful source for businesses to attaining growth and success. It is, as effective as or
even more effectual than traditional marketing, thus businesses in this modern era are concern
over using modern tools for market their products and services. A few organizations presently
battle to have a nearness in the web in regard to interface with clients far and close. Moreover,
the utilization of internet based life through certain organizations begins with basic promoting
and the formation of awareness in regards to their products and services (Constantinides, 2014).
In any case, these have significant to open correspondences and collaborations with purchasers
and different partners. Regardless of these has huge advantages for the organizations in
achievement of higher development and achievement. Internet based life is compelling in
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creating brand devotion and this could be bring about advancement of authoritative execution at
more extensive level. The option of social media is effective for a business in developing brand
loyalty as it is the most valuable and applied source that is used by the businesses as their key
source. Social media is considered to be the best option for a business to increasing loyalty
among customers.
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Research Methodology
Research methodology refers as a systematic plan for executing investigation in suitable
direction. This part of the research is supported over the implementation of different tool which
is effective in rendering support to the exploration actions in proper way. It also refers as the
procedure to gather data or information for the reason of making business decision. Research
methodology is combination of various tools which is effectual in assisting support to the activity
in right manner (Neuhofer, Buhalis and Ladkin, 2015). The chosen area of work is based on the
positive impact of social media on developing brand loyalty of Four Season Hotel. This is a wide
area of work on which appropriate decision in regards to the methodology is essential to support
the work in right manner.
Type of Investigation: This reasoned as the key aspect of investigation work as it is the key duty
of a researcher is to select the most appropriate type for representating valid and reliable
outcome. The type of research is categorised among qualitative and quantitative tool. In this
existing inquiry work quantitative tools is practically implemented through the investigator as
this tools are effectual in supply a clear vision to the investigator to transferral out the piece of
work in proper direction. This is most suitable sources as in this information accumulation is
effective and based on quantitative means.
Research Philosophy: This refers as a belief in regards to a way in which information related to
a phenomenon is gathered, analysed and applied. This is the key feature of investigation
methodology and assist the work in correct manner by determining the perspective of writers and
communicators. This section of classified among positivism, realistic and interpretative research
philosophy and the selection of the philosophy is supported over the data accumulation through
the investigator (N. Bolton and et. al., 2014). The current investigation work is based on the
impact of social media in developing brand loyalty of a business. In regards to the chosen work
realistic approach will be effective as it is based on real and fact full information and in this
information is mainly gathered through analysis of the perspective of people who are having
suitable idea and knowledge regarding the similar area of study.
Research Approach: Research approach is refers as the potential area of an investigation
activity as it is effectual in assisting the activity in accurate manner with the implementation of
suitable data that supports the work. This section is divided among deductive and inductive
approach. The selection of the approach is also depend on the selected sort of exploration. In the
11

present area of work deductive approach will be applicable as it is most suitable tool for drawing
valid and reliable outcome on the analysis of the impinging of social media in developing brand
loyalty of an organisation. The key reason for selection of deductive approach is that it is
concerned with producing hypothesis that are depend on existing theory or realistic situation.
Research Design: Research design is refers as the selection of tools related data collection and
analysis which is sorted into different types such as descriptive, exploratory, experimental and
explanatory (Adukaite and et. al., 2013). In the present area of investigation work the use of
explanatory design will be effective in developing suitable outcome as it is effectual aspect for
quantitative investigation. This tool is suitable for the study of the influence of social media in
developing brand loyalty for an organisation as it will be efficacious in rendering elaborated data
by development of strategies and theories connected to the aspect of chosen area of work.
Data Collection tools: This refers as the most imperative area of investigation as it performs
effectual role in supporting the work in right manner by accumulation of information from
different tools. This part is emphasises on two key aspects i.e. primary and secondary source of
data collection. In the case of the influence of social media in developing brand loyalty for a
business as it is a vast sphere of work and investigation execution is not easy, so in this primary
as well as secondary methods both will be effective in drawing reliable outcome. However
primary information will collected through executing survey as in this questionnaire will be
prepared to gathering information through the perspective of participants and on the other side
secondary source will be suitable in developing literature review by gathering information from
secondary sources like books, journals, published research articles etc.
Data Sampling: It can be defined as the method with the help of which respondents for the
research are chosen from a large area of population. In the following research, the use of
Random Sampling is done which is a part of Non Probabilistic Sampling in order to make the
base of this research free from biasses.
Ethical Consideration:
Ethics are the norms and standards on the basis of which the research is needed to be
conducted (Liu and et. al., 2014). So in this layer of research methodology, it is considered that
research should be conducted in an ethical way such as confidentiality of data, use of reliable and
authentic information so that it could be used for future purposes.
12

Time Scale:
13

14

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Part 2: Dissertation
TITLE:
The impacts of Social Media in creating brand loyalty in hotels: A case study of Four
Seasons Hotel, UK.
Chapter 1: Introduction
Overview of the Research
In the recent market scenario, social media is considered as the imperative aspect that
influences the living of people and business functions. Social media tools or technologies are
gaining popularity in the business context and it is widely applied in the regular operations of
many businesses ranging through business start-ups or medium and small size organisations to
large corporations (Keller, Parameswaran and Jacob, 2011). Thus social media is mainly refers
as the key source that connects the globe through a single network and provides a wider area to
individual or business to enhancing their operations and functions at wider level. Social media
recognised as a website or application which significantly enables users to develop or share
content or to participants in social networking. In another words social media is also defined as a
computer based technology which is facilitates the transmission of thoughts, ideas and
information via developing virtual networks and communities. Social media is the combinations
of different applications like Facebook, Instagram, YouTube, Twitter, Snap chat, Whatsapp,
WeChat, Google+, Tumbler, QZone, Line, Pinterest, Telegram etc. Social media is a name which
is given to a web based and mobile technologies which are applied to turn communication into
an interactive dialogue. This interactive dialogue can present among businesses, individual's or
gathering. Social media plays vital role for a business in creating brand loyalty by developing
awareness regarding the firm or its operations at market place. Hospitality is the most developing
sector which plays vital role in economic growth and development of a country. In this modern
business environment, hotels are growing fast and attain competitive edge through satisfying the
needs and wants of people at market place. In the present dissertation work Four Season Hotel is
the chosen luxury hotel, which is operated at international level (Lovelock and Patterson, 2015).
The key purpose of the firm is to developing customers loyalty by offering them effective
products and services that are effective in fulfilling their desires than its rivals. However in the
hotel industry competition level is so high within the commercial centre, so organisations are
17

concern over retaining customers by creating loyalty regrading the brand or the facilities of the
firm. As a large service provider industry, Four Season Hotel is focuses over implementing good
strategies as to development of business operations, thus the company is applying social media
as the key source of implementing connection among firm of its customers at wider level. Social
media may result the firm in attainment of significant growth and success. This report contains
the study about the impact of social media in creating brand loyalty for an organisation (Callarisa
and et. al., 2012). This is wide area for execution of an investigation work, thus in this
predetermined aims and objectives are created to support the work in right manner, as these are
effective in clarity defining the purpose of the work and literature review is executed to
providing suitable details that helps in supporting the work through appropriate evidence. In this
the section of literature review takes an appropriate part in selecting the suitable tools and
methodologies that assist the work towards right direction to reaching at the potential outcome.
Along with this, in this data analysis has also conducted to analysing the information in right
manner as in this data has been evaluated through conducting survey with the help of
questionnaire and conclusion and recommendations will made on the the overall analysis of the
project as in this proper results and outcomes are presented in summarised manner.
Recommendations are taken place to providing suggestions to the businesses to make proper
improvement in their operations.
Background of the Research
Social media has become an essential aspect of people's daily life since it has been
significantly applied in the operations of marketing in maintaining advertising or transaction
through different sort of businesses. Social media is consist to be a wide path for sharing data
information or ideas with one another at large scale (Lockstone and et. al., 2013). In the context
of business, social media remains the effective electronic avenue which can render them through
significant gains, in the context of applying them in right manner. It majorly helps an
organisation in increasing customers loyalty and engagement through the regular facilities
offered by the business and projects for the purpose of attainment of higher growth and
profitability. In the context of hospitality business social media is effective in gaining attention
of people by making them aware about their products and services through social media sites.
Four Season Hotels Limited is mainly operated as Four Season Hotel and Resort , It majorly
works as an international luxury hospitality business and the headquarter of the firm is in
18

Toronto, Ontario, Canada. The company founded 58 year ago in the year of 1961by the key
efforts of Isadore Sharp. The company deals in luxury hotel services through its 100 hotels at
global level. The company has its global presence and operated at wider level to capture world
market and attaining significant growth and success. The Hotel is having around 112 properties
in 47 locations and the operations of the firm are handled through 45000 employees, thus the
growth and success of the firm is based on the efforts of its employees (Peloza and Shang,
2011). The company is mainly concern over providing luxury and effective sophisticated
facilities to their customers in respect to retaining them for long run of business operations. Thus
this also create value for the firm in creating brand loyalty of customers, which has positive
influence over the progression and success of business at market place. Customers loyalty is
paramount for hospitality sector and the tools of social-media in communication is becoming a
most powerful aspect to developing touchpoints with users. Customer loyalty is essential to for a
business to attain success and the long term sustainable or loyalty of customers can provide a
business higher competitive advantage. Organisations no longer based upon merely being
product centric rather then they strive to become more customer centric through incorporating
different customer relationship management systems or concerning over customer attentive
business approaches. In the context of hospitality sector people are very much concern over
quality of the product rather than the quantity, so that hotels are focuses on providing higher
qualitative facilities to their significant customers in respect to developing loyalty among them
regarding the products and services offered by them. This also create significant presence in
enhancing the sustainability of the customers which could resulted in long term profitability and
success. The present CEO of the Four Season Hotel is John Davison, who is incorporated over
fulfilling the desires of customers for the purpose of exploring the functions and operations of
the firm in effective manner (Levy and Park, 2011). The revenue of the firm is around 430
Crores USD, thus the company is on a good position within market. The company is using social
media as their key sources, however the key motive of the firm is to creating brand loyalty of
customers and the tools of social media are effective in turning the development of firm into
success.
Rational of the Research
The research into proper execution is related to the impact of social media in creating
brand loyalty in the Four season Hotel to maximise profit. This is an effective area of
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investigation which has its own importance in the context of business. The key rational of this
investigation is that it is effective in developing the idea and knowledge base of learner or
researcher related to the similar area of work (Bowen and Chen McCain, 2015). The chosen area
of investigation is essential in providing wider platform to an individual to attain significant idea
that are related to the specified area of work. In this modern business environment customer
loyalty is the key aspect of business world and this specific study is providing appropriate
discussion on this which helps an individual or business to known about the impact of social
media in the context of business or their daily life. The major reason for conducting an
investigation is to overcome with the issue through providing suitable range of information that
supports the work in right manner. An investigator is select the issue for their own personal
interest as they wants to enhance their knowledge or idea related to the chosen area which may
help them in attaining growth in their future aspects (Jung, Ineson and Green, 2013). The study is
also providing personal as well as professional benefits to an individual or researcher, thus the
investigation provides in-depth evaluation that assist people in gaining suitable knowledge
regarding the influence of social media and how it could be beneficial in developing brand
loyalty, thus the explored knowledge helps them in their personal level to analyse the
consequences or the benefits which can be attained by them in their personal life. Along with this
the study is also effective in developing the professional ability of people thus the study will
enhance the ability of proper execution of an investigation and skills of accumulation of
information, so this is effective in attaining growth in their future perspective.
Significance of the Research
Research Aim"
Research aim is refers as a predetermined statement which is designed at the very
beginning of the research as in this the issue is clearly mentioned in the form of statement. The
aim is also defined as a aspect which clearly represents the area on that the over all work is based
(Minazzi and Lagrosen, 2013). This recognised as the most important element of the research as
it is required for a researcher is to be concern over the aim as to assisting the work in right
manner so that proper outcome can be created. The key aim of this particular investigation is
"To evaluate the impact of social media in creating brand loyalty in The Four Season Hotels
to maximize the profit of the organization".
Research Objectives
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This is also an another key aspect of an investigation work, thus a research objectives is
refers as a clear, declarative or concise statement which gives suitable assistance to the
investigator to study the variables in proper manner (Šerić and Gil-Saura, 2012). This section is
related to the aim of the project as in this aim is classified among different statements in which
variables are clearly defined. This part of investigation is effective in providing proper assistance
to the researcher to carry out the work in right manner through accumulation of valid or reliable
information. The key objectives of this particular research are associated as below:
 To evaluate the impact of social media in the business organization.
 To investigate the importance of social media in creating brand loyalty.
 The explore the adoption of various social media option in The Four Season Hotel and its
functioning. To indicate whether the use of social media in creating brand loyalty is an effective
option for the organization.
Research Questions
This is the most important aspect of an investigation work, thus it is significant
interrelated with the aim and objectives of the research. This part of investigation is effective in
execution of the part of literature review as this assist the investigator in conducting the overall
work in right manner and developing an appropriate theoretical framework (Bardhi and
Eckhardt, 2012). On the basis of research questions a suitable theoretical framework is prepared
to providing appropriate work in right manner. The suitable questions for research are described
as underneath:
 What is the impact of social media within the business organization?
 What is the important of social media in evaluating the brand royalty of the organization?
 How the processes have been evaluated by The Four Season Hotel based upon social
media? What benefits Tesco will evaluate in the working and functioning of social media in
creating brand royalty?
Project Structure
The execution of the project is based on a proper structure, thus this assist the investigator
in smooth implementation of research actions to reaching at the potential outcome. A proper
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structure is required to carry out the overall work in right manner. The elements of research
structure are described in detailed manner:
Chapter 1: Introduction
This is the first and foremost important aspects of the research as it provides a brief idea
regarding the major area on which the overall investigation is conducted. The investigation is
mainly starts from the section of introduction, thus this contains all information which are further
explained in detailed manner. In this a proper overview has been provided to support the work
and aims and objectives are created that assist the work in right manner (Tavitiyaman, Qu and
Zhang, 2011). This section also included background, purpose, rational and significance of the
study. These all necessarily be attained by the investigator to effectively completion of the
section of introduction for the proper guidance of carry out the overall dissertation in suitable
manner.
Chapter 2: Literature Review
This considered to be the second and another important aspect of the research as it is
executed after completion of the section of introduction as it is executed on the basis of the aim
and objectives of the investigation. This section mainly provides sufficient data in regards to the
investigation questions which cover the aim and objectives of the work. This part is effective in
developing a wide theoretical framework which facilities the in-depth description regarding the
chosen area of work. In this part of investigation work data and information has been gathered
through secondary sources like books, journals, published research articles are applied to
accumulation of valid or reliable outcome.
Chapter 3: Research Methodology
This also refers as the key aspect and considered as the third and most essential section of
the investigation which supports the work in right manner (King, Racherla and Bush, 2014). This
part of investigation work different applications are applied to providing assistance to the work
in right manner. This section involve various applications like research type, research design,
approach, philosophy, data collection tools, data sampling etc. thus the proper implementation of
these tools are effective in drawing valid or reliable outcome.
Chapter 4: Data Analysis
This is the fourth and most important aspect of the research project as it plays a vital role
in analysing the accumulated information in suitable manner for the purpose of drawing valid
22

and reliable outcome. This section of research is effective in determining the information for the
purpose of drawing valid and reliable outcome. This part is significantly based on primary
sources, thus in this information is accumulated through developing a questionnaire which
covers the aim and objectives of the research (Luck and Lancaster, 2013). In the particular
investigation work data has been analysed through thematic analysis as in this theses are
prepared to making proper discussion over the perception of people in respect to reaching at the
potential outcome.
Chapter 5: Conclusion and Recommendation
Conclusion and recommendation is the end part of the dissertation, thus in this a proper
summary will given on the over all investigation work. Conclusion is made on the proper
discussion accumulated over the research issue. Recommendation has also been provided on the
investigation issue so that proper changes can be made which helps in further development.
Chapter 6: Self Reflection
This section comes at the end of the investigation and provides a personal view over the
outcome of the work (Zervas, Proserpio and Byers, 2017). In this area of investigation a self
reflection is provided by the researcher on the activities that are applied in the over and the area
in which research attained higher knowledge and skills.
Time Scale
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Chapter 2 : Literature Review
A literature review is refers as a narrative review is a sort of review article. This section is
effective in execution of in-depth analysis over the research issue for the reason of reaching at
the potential outcome. It is determined as comprehensive view of the previous investigation area.
This is mainly recognised as a part of an investigation, that mainly enumerate, summarize and
analyse the part research (Michaelidou, Siamagka and Christodoulides, 2011). This part is
mainly effective in providing an appropriate theoretical framework that signifies all potential
information that supports the work in right manner. This section is mainly works as the key
aspect which developing a theoretical base to providing a proper evaluation on the chosen area of
work, in this section information is mainly accumulated through secondary sources like books ,
journals, published research articles etc. Along with this the main base of this section is based on
the past investigation work which is based on similar area of study. Past investigation helps an
investigator in assisting the overall work in right manner through providing them suitable
information. This section plays vital role in drawing valid and accurate outcome through analysis
of the perspective of various authors and writers.
The impact of social media in the business organization.
As per the views stated by Anirudh Menon, 2017, Social media application or website
mainly allows users to develop online communities to share information or content in the form of
videos, pictures, ideas, personal text and other data regarding to themselves. Social media is a
wider aspect which helps a business in developing the operations and functions of a business at
larger level. Social media has given a new paradigm for communication or empowered millions
of individual to network socially beyond the range of magnetic closeness. The online social
networking has moved from a niche aspect to mass adoption, thus social media involves multiple
tools like user-sponsored blogs, social networking, company sponsored websites, multimedia
sites, podcast and collaborative website and many others (Agnihotri and et. al., 2012). Social
media has positive impact over the operations and functions of business, thus effective
networking is the key aspect of an organisational success as it work to build good and effective
relationship with customers and businesses at global level. In today's modern business scenario
social media tools are effectual in bringing advance change in the public relation and business
communication. The tools and technologies of social media has shifted the aspect of internet
sources through being consumption based towards becoming more collaborative or interactive,
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developing relations with customers and other businesses and developing new opportunities for
businesses (DiStaso, McCorkindale and Wright, 2011). However the increasing significance of
social media as a most applicable strategic tool within organisation, thus businesses are applying
social media tools as their key strategic source for the purpose of attaining higher growth and
success at market place. Social media is effective in improvising the operations and functions of
the firm at higher level through establishing wider communication channel that helps the firm or
user in taking better facilities. In today's competitive business world, the key obligation of an
organisation is to attaining higher growth and success at market place, for this social media plays
vital role in developing the operations of firm at global level via developing a good
communication channel, better relationship with customers or businesses etc. Social media gets a
bad rap for the lack of socialization, however it creates value in developing the communication
which could benefited in implementation of good relationship with customers and other
businesses (Rodriguez, Peterson and Krishnan, 2012). The use of social media in this modern
era is so high as individuals are spending a huge time over internet, however this is the main
reason organisation are using social media as their key strategic tool for the purpose of creating
awareness about the offerings of the firm at market place. Social media mainly has positive
influence over the success and development of businesses, however it is effective in establishing
a positive connection with customers which could be resulted in enhancement of higher
profitability and success.
According to Lainie Petersen. 2019, Social media has a enormous impact on the business
associations. In today's scenario many organisation work with the different different promotional
tools . Among them the use of Social media is vast. In the era of digital age, social media has
enable the organisation to establish the culture of open communication among the different
functional departments as well as among the members of the organisation. Social media is used
worldwide as its is public oriented system. It helps the organisation in identifying the needs and
customer expectation. Organisations are more concerned with the widespread use of social media
as it will allow them to interact globally with the people and would support them in identifying
the current traits which is present in the market so that the organisation can focus on developing
their products accordingly. It has also uplifted the focus of the organisation from the niche
market to mass market. Social media have comes up with the tools and plans which helps the
business organisation in their smooth and effective functioning (Dahnil and et. al., 2014). Use of
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internet and social media has levelled up the business by many ways such as use of social media
tools like Facebook, Twitter, Instagram, you tube has enable the business organisation to cut
down their high amount of expenses on advertisement by allowing them to promote products
with the help of online marketing, advertisement on all social networking sites as this will help
the business in attracting the mass of people easily without wasting of much time. Social media
has help the business in capturing the large customer base with the help of promoting their
product in the most attractive manner with the help of it which has lead the business towards the
level of growth and increased profitability (Hudson and Thal, 2013). It also provides the business
with the process of becoming the most renounced brand across the world. Social media has also
facilitated the business to operate worldwide by online business of products and services so that
the business can enhance their performance and sales margin throughout the world.
Importance of social media in creating brand loyalty.
Media is the fourth pillar of all democracies globally, social media being a branch of it
provides social convention protocols of socialising and communicating becoming more simpler
and attractive to operate (Gummerus and et. al., 2012). People have adapted this new idea of
launching and popularising organisation and measuring their credentials of royalty through
popularity ratio on social media.
All new organisations are popularising & advertising on media and making them more likeable
in eyes of common people. In old era verbal communication was considered best advertisement
scale and these days, that place is taken by social media.
There are multiple ways of accumulating brand royalty of any organisation through
socially, being more connected to people and most importantly loyalty of customers towards
business organisations. Social Media is more elite way for communication in new norms of
modern society being actively supportive and liked here defines to be popular in world. There are
multiple parts of it which benefits organisations and provide basic adaptation of them, increasing
its market value, due to popularisation on social media (Habibi, Laroche and Richard, 2014).
The credentials of social media is to provide and guide the organisations on how to connect to
the general people who are their consumers. Brand royalty of an organisation is prominent fact
for increase or decrease in ratio of benefits and profits. Many organisations use this and revolve
their business around social media to grasp more people towards them.
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As per the perspective of Olaf Maecker and Christian Barrot (2016) SOCIAL MEDIA
“Defining social media interactions as brand-related communication between companies and
customers and between customers via company-managed social media channels such as brand
pages, this study is based on previous research. Recent research has advocated the value of social
media interactions for companies that propose conceptual frameworks to manage brands and
customers, develop metrics, and assess marketing potential in the social media context (Laroche
and et. al., 2012). However, there is a need for a deeper understanding of the implications of
social media, specifically one based on empirical evidence.”
Maintaining ratios of brand loyalty is one of the greatest task for marketing researchers
team of any brand. Accumulating perfect relationship between consumers and brand, including
identifying how consumer connects to it. Every time launching new scheme or method to
promote any brand on social media is used by marketers on basis of several elements of
maintaining brand royalty. Social media marketing and orthodox marketing approach both differ
on extreme levels, due to media now its not about selling or retailing but about making
connections with consumers directly (Tuškej, Golob and Podnar, 2013). Remaining in market
with social demand always is difficult project for companies, professional experts are hired to do
this job. Social media pools have projected that most of population seek buying online or keep
checking offers. Market research is promoted by recent significant establishments of social
media and their widespread adoption by different types of brands.
Media holds a large scale of technology strategy along with big budgets since, this
method of attracting consumers is though developing cultural resources, attaining online
resources and providing proper resources and fulfilling demands. As social media has become a
prominent platform for networking, many organizations have begun to establish more than one
brand community, as a set of supplements to their branded websites. In these brand commodity
on social websites are spaces for people of common interests to connect with each other and
express their perspective. This provides establishments of preference and non- preference of
consumers which helps in collecting supportive ratios of people to accompany several marketing
strategies for providing ideas like representing collection of clothes though seasons for example
spring season brings floral prints and winter solid colours are sold. Marketing-researchers have
defined the anticipated interactivity between consumers in relation of their psychological states
during synergy with specific online websites.
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Social customer relationship management (CRM) is always updated in nature to keep
attaining customers needs and acquiring strong bond between brand and them. The objectivity of
CRM is to remove the general goal or purpose of purchasing from these sites plus to maintain a
lifetime connectivity with them. Consumer resource management systems have been globally
adapted in helping organisations to connect customers and to set-up far-reaching analyses of
their customers by collecting, storing and analysing customer data. However, to achieve success
in this effort, systems need to operate faster and to support process of customer knowledge
creation through rebranding and representation of popular collection.
According to the views expressed by Christina Newberry, 2018, Brand loyalty is
recognised as the key consideration of a business, thus organisations are widely concern over
improvising brand loyalty by satisfying their needs and wants at market place. Social media
plays an influential role in creating effective brand image among customers as to attaining
higher growth and success. In the modern era, the use of social media tools are increasing at
higher basis as the living of people are based on social media and individual's are spending a
huge time over internet sources, However it is the best source for businesses to promote their
products and offerings. This could be beneficial for the firm in developing the trust basis of
among customers and build brand loyalty. Social media has various importance in the context of
business, some are associated as below:
Boost Sale: This is the key benefit of social media in the context of creating brand loyalty for a
business. Social media is effective in boosting up the sales of firm through providing proper
details regarding the products or its features, thus it creates value in developing the brand loyalty
as it could be beneficial for the firm or its customers to implement better understanding
regarding the operations of firm (Godey and et. al., 2016). For example Four Season hotel works
as a large multinational hotel industry which has its major focus over boost the sales as to
development of higher growth, thus the hotel is using social media tools for promoting their
facilities and services and providing in-depth details regarding their offerings which develops
value in attracting customers towards the firm and increase the sales.
Increase interaction with audience: Social media provides a wider platform to the business or
people to implement a good communication and interaction base, which could be beneficial for
the firm in determining the needs and wants of people at market place (So and et. al., 2016). For
example: The company Four Season hotel is significantly concern over developing an effective
29

interaction base with audiences in respect to effective execution of operations via the need
analysis of customers. This may also result in providing valuable services to their customers and
enhance the loyalty towards the firm or its products.
Healthier customer satisfaction: This is also another key benefit for the development of
organisational success or growth. This refers to be key consideration of hospitality industry, as in
the context of the growth of hotel industry customer satisfaction is the primary key, thus higher
satisfaction among customers increases trust basis which could be result in increasing brand
loyalty (Barreda and et. al., 2015). For Example: As a large multinational hotel Four Season
Hotel is concern over providing effective products and services to their significant customers in
respect to providing higher satisfaction, however the satisfied customers are lying on the offered
benefits of a business.
The adoption of various social media option in The Four Season Hotel and its functioning.
As per the views expressed by Jimmy Quach, 2017, Social media is refers as the effective
platform which provides a wider area to the businesses to attain higher growth and success via
developing global presence. Social media platforms attain traction in the usage rates or become
ubiquitous in individuals day to day life by the proliferation of mobile devices, thus social media
is proved as the most effective tool for capturing a wide area of market especially it is effective
for targeting younger people. Four season hotel and Resort is the worlds largest operator of
luxury hotels with an effective background of spanning four decades and an effectual portfolio
which extended globally (Noone, McGuire and Rohlfs, 2011). It considered to be the world's
largest and most popular chain of luxury hotel that have effectively developed through one motel
sector from Isadora sharp in the year of 1961 in down-town Toronto Canada to around 82 highly
comfortable and luxury hotel properties in around 34 regions globally. The firm own various
resource and hotels that are effectively working for creating an effective brand image among
customers for developing loyalty. Therefore it is effective for the growth and success of business
at market place (Shu and Scott, 2014). Social media is refers as the collection of multiple
application which involves Facebook, Twitter, Instagram, YouTube, Pinterest, Buffer,
BuzzSumo, Animoto, Agora Pulse etc. These are the key source which are increasingly applied
by people as to making their living more easy and comfortable through implementing a good
connection with others.
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(Source: Daily Active users on social media channels over time, 2018)
The given graph states that, the usage of social media are rise at regular basis. In today's
digital world people are spending a huge time on social media sites and messaging platforms for
the purpose of making their self up dated with the current affairs (Hsu, 2012). In the context of
hotel industry, it is required for the firm to have an effective brand presences and a promotion
effort on social media channels mainly since social media marketing has been proven to be more
effectual than traditional method. As per the views expressed by Elise Moreau, 2019, In today's
scenario, the level of competition within hotel industry is high and they key purpose of each
business is to attaining higher growth and success within commercial centre and for this
organisations are concern over adopting appropriate social media options that are effective for
Four Season Hotel in creating brand loyalty. Some important source of social media are
described as below:
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Illustration 1: Daily active users on social media channels over time

Twitter: Twitter is refers as the actual time, public micro-blogging site in which news breaks at
the very beginning. It is the most effect option for boosting brand loyalty through creating
awareness. Twitter is widely famous and applied source of social media as it is famous for its
unique style of providing comment in short form which is called as tweet (Jones, Borgman and
Ulusoy, 2015). Four season Hotel has its own individual Twitter account for its hotels and resorts
rather than a corporate twitter account. It is a friendly application which provides and offers a
good conversation area to old and new customers.
(Source: The performance of Four Season Hotel through Twitter, 2019)
Facebook: This is also an another and largest social media site on internet (Lee, Denizci Guillet
and Law, 2013). It is a thriving beast of a social networking site on the internet with around 2
billion monthly activations. In the Four Season Hotel there is a host of personal Facebook page
as opposed to the singular corporate one and the page is much more effective than a casual
Facebook page with numerous booking forms, polls, unique offers etc.
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Illustration 2: The performance of Four Season Hotel on Twitter

(Source: The performance of Four Season Hotel on Twitter, 2019)
YouTube:
This is really effective if an individual got videos that show the product or service in
detailed manner, or which capture the market in conducting the business in the marketplace. This
source is mainly influential for service-based businesses (Zervas, Proserpio and Byers, 2017). As
a large service firm Four Season Hotel is concern over using YouTube facilities to grabbing wide
market, thus accumulation of short snippets in regards what summer means, the Four Seasons
YouTube channel is recently pretty minimal for content, by the company has few influential
thoughts or ideas which creates for short or enticing.
The use of social media in creating brand loyalty is an effective option for the organization.
According to the opinion expressed by Sharron Nelson, 2018, Social media is the key
source of marketing, thus it create value for the businesses in improvisation of business
operations. Social media is rapidly becoming one of the most essential prospect of digital
marketing, that gives incredible welfare which helps the firm in reaching at millions of
customers worldwide. Brand loyalty is the crucial task for a business as it takes a lot efforts from
the business in building good reputation among the customers (Laroche, Habibi and Richard,
2013). For effective management of organisational operations, social media refers as an effectual
33
Illustration 3: The performance of Four Season Hotel through
Facebook

platform for improvisation of business operations. The use of social media is increases at rapid
basis, thus businesses are widely concern over using social media as the key strategic source
which helps the business in building brand loyalty. The statement, the use of social media in
developing brand loyalty is an essential option for the business, thus organisations are taking
social media as their key strategic source because it is liable in developing the operation of firm
at market place by increasing brand awareness and loyalty. Social media is influential in creating
brand loyalty among customers regarding the firm or its operations as it can say that social media
is an effective option for the business. Icha Oyza and Agwu Edwin, 2015, stated that effective
social media networks and considered to be the key strategic tool for organisational marketing
management. Social media came into existence from past two decades and have attained
widespread acceptance. It is an effective source which provides a wider platform to
implementing communication with customers and other businesses to share good relationship
which could be result in attainment of higher growth and success at market place. Social media
sites are refers as a web based service which allows people to construct a public or semi-public
profile among a delimited system (Michaelidou, Siamagka and Christodoulides, 2011). which is
articulated a list of individuals with number of people who re known to each other or wants to
keep connected. The use of social is beneficial for a business in developing brand loyalty, thus it
helps in increasing inter relationship with people at wider level which could be resulted in
attainment of higher trust towards a firm or its offerings. However in the context of hotel
industry building trust among customers is the key consideration, thus the growth of business is
based on the satisfaction of customers. Four Season Hotel is the most leading multinational
service provider, which has its major concern over fulfilling the desires of people through
making proper offerings as per their needs and comfort zone, thus higher satisfaction may create
trust (Labrecque, 2014). Four Season Hotel is focuses over using social media tools as the source
of building customers loyalty, therefore this is the major aspect which provider a wider base to
building connection or inter relationship with customers at wider level. The views of Jacob
Colleen, 2018, stated, how social media is useful in creating brand loyalty. The social media
networks has expanded, social media marketing which consist to be the best strategy for
developing branding for a business in respect to attaining growth and success (Parveen, Jaafar
and Ainin, 2015). After the views analysis of authors it has been seen that the use of social media
in creating brand loyalty is an effective option for the organization, which is can be described
34

through various reasons like developing business sustainability, great response of customers,
addition in the number of clients and customers, cost effective, building up a great and wide
social network (Nisar sand Whitehead, 2016). These are the key reasons which are reflect in the
operations of a hotel industry after making proper use of social media in development of brand
loyalty.
35

Chapter 3: Research Methodology
A research is considered to be the most essential aspect which is based on a specific area
and provides a brief analysis over the work. Research methodology is a systematic way to
execute investigation operations in effective manner. This section is based on combination of
multiple applications that supports the work in right manner, thus suitable selection of
methodologies are considered to be the key role of an investigator. However its is required for
the researcher to have appropriate knowledge regarding the methods and how these are effective
for the specific study area (Kumar, 2019). This is the most crucial aspect of an investigation
because it is effectual in providing justification over the selection of research tools. This part
mainly works to providing a significant direction to the researcher to carry out the investigation
work in right manner by the selection of appropriate tools and technologies. The investigation
into proper action is based on the impact of social media in creating brand loyalty in hotel
industry. This is a wide area of investigation work on which suitable selection is required to
providing significant support to the literature in the manner of drawing valid or reliable outcome.
3.1 Type of Investigation
An investigation work has wide focus of execution a proper study over a chosen area for
the purpose of addressing an issue in effective manner. At the time of execution of a research the
key obligation of an investigation is to implement suitable use of methodologies for the purpose
of providing suitable direction to the work. The primary role performed by the researcher is to
select the most suitable type which assist the work towards right manner. An investigation is
either quantitative or qualitative in nature and the selection is based on the information which is
accumulated by the researcher to carry out the work in suitable manner to reaching at the proper
outcome (Israel and et. al., 2019). Quantitative method is refers as the effective tool which is
particularistic in nature and it is applicable to generate quantitative data and hard facts through
employing logical or statistical tools. On the other hand qualitative is different from quantitative
tools as it is holistic in nature and applicable in developing the understanding on human or social
sciences to discover a path way, individual feel or think. The present exploration is based on the
influence of social media in developing brand loyalty of a business, thus in this quantitative
method is the most suitable source as it is effective in providing appropriate number of
representative cases that are taken into proper consideration to recommend a final course of
36

action. It is a structure tool which is effective in providing suitable results on the basis of
quantitative aspects.
3.2 Research philosophy
Research philosophy renders couple of faiths and practices which are to be introspect
and assessed by all means. This is legit process to go through,which gives overall aspects to be
covered under investigation and under research philosophy. There are different types of
philosophy i.e. positivism, realistic and interpretative research. Under this investigation realistic
philosophy helps to keenly seek out prominent points to be covered and exact method through
will it will be accumulated (Hughes and Sharrock, 2016). Positivism and interventionism are
some crucial aspects to be considered under philosophy. Interpretivisim would provide better
outcomes since, its a qualitative method. Positivism philosophical theory stating specific
knowledge which is based on natural phenomena and their properties or relations. So for
scrutinising about massive potential of social media technology over creating brand loyalty, use
of realistic position philosophy will guide to impeccable results. Realistic philosophy is effective
in providing information with actual facts.
3.3 Research approach
Research approach is scheme and protocol which contains step by step broadcast of
accumulated method for data collection, analysis and interpretation. Main hike of research
approach is on info collection and inspection of information. To approach this research there are
two main methods, inductive and deductive research approach. Inductive approach keenly
observe small targets first, then aim for bigger ones. It begins with observing research and
processing data about it, which liquefies the concept to understand topic and this is based base
on qualitative investigation (Wahyuni, 2012). While deductive method is just reserve of
inductive approach. Firstly the big picture is given importance and later, other smaller things are
observed. In this research, deductive approach is used because it can be used with quantitative
approach and investigator can further seek knowledge of importance of social media or its
impact over developing brand loyalty which affects the performance of firm.
3.4 Research Design
Research design is considered to be the most crucial aspect of methodology as it refers as
a blue print of the investigation which provides a systematic direction to the researcher to carry
37

out the work in right manner. There is specific method and procedure to gather, analyse and
interpret data to get solution of specific problem. This section of investigation is encompasses
over different tools like exploratory, descriptive, experimental and explanatory (Oyegoke,
2011). These all are effective in providing proper assistance to the researcher to support the
investigation in right manner. The present investigation is based on the impact of social media in
creating brand loyalty for an organisation, thus in this explanatory research design is effective
because is suitable in providing suitable assistance to the quantitative research. The major
reason of selecting explanatory design is that it is significant in rendering detailed data by the
implementation of theories and models that are related over the chosen area of work.
3.5 Data Collection
Accumulation of information is the key area which is required to be considered by the
researcher for execution of investigation in proper manner. Data collection is determined as the
procedure by which data is collected, analysed and interpreted for the reason of reaching at the
reliable and accurate result. This part of investigation is effective in providing a major base to
implement the investigation actions in proper manner. This section in incredibly based over two
major aspects like primary and secondary source of data collection. Primary information refers to
data which is first handed and accumulated through the investigator from different tools like
observation, survey, focus group, questionnaire, interview etc. On the other side secondary tool
is effective in developing suitable theoretical frame work by the help of collecting data from
books, journals, published research articles thus in the execution of secondary sources
authenticity and relevancy of source is required to be maintained (Taylor, Bogdan and DeVault,
2015). In the present study based on the impact of social media over creating brand loyalty for
an organisation, both primary as well as secondary tools are applied by the researcher as to
drawing valid or reliable outcome. Primary source is applicable in developing survey by the help
of creating questionnaire as in this questionnaire is based on the aim and objectives of the
investigation and filled by the respondents. On the other hand secondary sources are applicable
in execution of the section of literature review as in this information accumulation is based on
suitable books, journals, published research articles and online sites. Collectively these two
sources are effective in reaching at the potential outcome of the investigation.
38

3.6 Data Sampling
Data sampling is refers as the statistical evaluation tool which is used to select,
manipulate and determine a representative subset of information aspect to analyse patterns and
trends in the wider information set being determined. Sampling is mainly arises from the original
population, thus this section of information is in-charged over two type of tools like probabilistic
and non-probabilistic tool. The information accumulated through the investigation upon the
primary investigation toll will be effective in the proper management of the firm. Quantitative
analysis is being conducted among the participants (Palinkas and et. al., 2015). In the present
study simple random sampling tool from non-probabilistic tool is effective as this is suitable in
accumulation of relevant information over the issue of the impact of social media on creating
brand loyalty for Four Season Hotel. In this sample size of 50 respondents has been selected
from the management of Four Season Hotel. However people from management are not liable in
providing suitable information that are effective for the investigator to reaching at the potential
outcome.
3.7 Ethical Consideration
It is essential for an investigator to follow the research ethics and ethical responsibility in
respect to carry out the work in right manner without facing any kind of issue related to ethics. In
the present investigation work information has been gathered from the direct interaction with the
management, so it is required for the investigator to follow the ethical responsibility and not
forcing any one to providing answer (Wester, 2011). Researcher also ensure their respondents
regarding confidentiality of their personal information and do not ask any questions which
affects their emotions and sentiments. A consent letter requires to be signed through each
participant to authorize the investigation and negative aspect must not be evaluated to a more
extent with the participant. It is also essential for the investigator to maintain reliability and
stability with the procedure of the management.
39

Chapter 4: Data Analysis
Data analysis is refers as the process of analysing information through applying analytical
and statistical methods to determine useful information and assist towards making an effective
decision. This section plays vital role in analysing information through thematic analysis as in
this themes are prepared on the basis of the questions of questionnaire. This part is effectual in
determining the accumulated information from the perception analysis of the respondents. In this
themes, graphs, bar charts etc. are applied to proper representation if results and outcomes.
Questionnaire
Q1) Are you aware about the concept of social media in the context of business? Frequency
a) Strongly Agree 40
b) Agree 3
c) Strongly Disagree 2
d) Disagree 2
e) Neutral 3
Q2) Do you think that social media is effective for a business in creating brand
loyalty?
Frequency
a) Strongly Agree 42
b) Agree 2
c) Strongly Disagree 2
d) Disagree 2
e) Neutral 2
Q3) According to your opinion brand loyalty is effective for the development of
Four Season Hotel at wider level?
Frequency
a) Strongly Agree 40
b) Agree 5
c) Strongly Disagree 1
40

d) Disagree 2
e) Neutral 2
Q4) Do you think, social media tools are helpful for Four Season Hotel in
promoting its offering among customers at global level?
Frequency
a) Strongly Agree 36
b) Agree 4
c) Strongly Disagree 3
d) Disagree 3
e) Neutral 4
Q5) Do you think that social media has positive influence over the development
of Four Season Hotel?
Frequency
a) Strongly Agree 38
b) Agree 4
c) Strongly Disagree 3
d) Disagree 2
e) Neutral 3
Q6) As per you view the social media tools like Facebook, Twitter, YouTube,
Instagram etc. are used as the major strategic source by the Four Season Hotel?
Frequency
a) Strongly Agree 39
b) Agree 4
c) Strongly Disagree 2
d) Disagree 2
e) Neutral 3
Q7) Is the use of social media helps Four Season Hotel in improving its
customers support services?
Frequency
41

a) Strongly Agree 32
b) Agree 8
c) Strongly Disagree 3
d) Disagree 2
e) Neutral 5
Q8) As per your view point, social media is a reason behind improving the
customers base of hotel?
Frequency
a) Strongly Agree 36
b) Agree 5
c) Strongly Disagree 5
d) Disagree 2
e) Neutral 2
Q9) Do you think that, Social media is effective for Four Season Hotel in
providing operational effectiveness?
Frequency
a) Strongly Agree 35
b) Agree 4
c) Strongly Disagree 3
d) Disagree 3
e) Neutral 5
Q10) Does marketing through social media support Four Season Hotel in
improving its brand awareness within hospitality sector?
Frequency
a) Strongly Agree 32
b) Agree 8
c) Strongly Disagree 4
d) Disagree 2
42

e) Neutral 4
Q11) According to your view point Does social media support in increasing
customer interaction with Hotel?
Frequency
a) Strongly Agree 38
b) Agree 4
c) Strongly Disagree 3
d) Disagree 2
e) Neutral 3
Q12) Do you think that social media is an effective source of developing brand
loyalty among customers?
Frequency
a) Strongly Agree 32
b) Agree 8
c) Strongly Disagree 4
d) Disagree 2
e) Neutral 4
Q13) As per your opinion, the use of social media as a marketing tool support in
cutting the addition cost of Four Season Hotel?
Frequency
a) Strongly Agree 35
b) Agree 5
c) Strongly Disagree 5
d) Disagree 2
e) Neutral 3
Q14) Do you think that, the use of social media tool as major strategic source is
more effective as compared to traditional method of operational development
for Four Season Hotel?
Frequency
a) Strongly Agree 38
43

b) Agree 4
c) Strongly Disagree 3
d) Disagree 2
e) Neutral 3
Q15) Do you think that social media supports the hotel industry in increasing the
sustainability of customers?
Frequency
a) Strongly Agree 40
b) Agree 5
c) Strongly Disagree 1
d) Disagree 2
e) Neutral 2
Q16) Provide Recommendation to the Four Season Hotel in development of
organisational operations for increasing brand loyalty.
44

Theme 1) People are aware about the concept of social media in the context of business.
Q1) Are you aware about the concept of social media in the context of business? Frequency
a) Strongly Agree 40
b) Agree 3
c) Strongly Disagree 2
d) Disagree 2
e) Neutral 3
Interpretation:
According to the detailed description of the above mentioned graph it has been
interpreted that 40 out of 50 people are aware about the concept of social media in the context of
business as they are having suitable knowledge regarding this and 3 people are simply in favour
with the same as they are also having appropriate knowledge on the concept of social media, 2
people are strongly disagree as they are not having suitable idea regarding the concept of social
media, 2 people are disagree with the same and remaining are not providing any discussion on
this as they are neutral on the questions related with social media.
45
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40
40
3 2 2 3
Frequency

46

Theme 2) People think that social media is effective for a business in creating brand loyalty.
Q2) Do you think that social media is effective for a business in creating brand
loyalty?
Frequency
a) Strongly Agree 42
b) Agree 2
c) Strongly Disagree 2
d) Disagree 2
e) Neutral 2
Interpretation:
From the effective analysis over the question of Do you think that social media is
effective for a business in creating brand loyalty. 42 out of 50 people are giving positive
response on the same as they think that social media is effective for a business in creating brand
loyalty. 2 people select the option of agree as they are also giving positive response and 2 people
are disagree with the same as they does not think that social media is effective for a business in
47
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40
45 42
2 2 2 2
Frequency

creating brand loyalty. 2 individuals are also disagree on this and remaining are not providing
any discussion on the same.
48

Theme 3) According to opinion of management people brand loyalty is effective for the
development of Four Season Hotel at wider level.
Q3) According to your opinion brand loyalty is effective for the development of
Four Season Hotel at wider level?
Frequency
a) Strongly Agree 40
b) Agree 5
c) Strongly Disagree 1
d) Disagree 2
e) Neutral 2
Interpretation:
The survey has been conducted among the management people of Four Season Hotel and
they select different options on the question that According to your opinion brand loyalty is
effective for the development of Four Season Hotel at wider level. 40 out of 50 people are
strongly agree with the statement as per their view the growth of Four Season Hotel is based on
creating brand loyalty towards the hotel. 5 people are also agree with this statement and 3 people
are disagree with the statement, thus as per their opinion brand loyalty is not much effective for
49
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40
40
5
1 2 2
Frequency

the development of Four Season Hotel and 2 people are neutral on the same as they are not
giving any comment on the given statement.
50

Theme 4) Individual from management think that social media tools are helpful for Four Season
Hotel in promoting its offering among customers at global level.
Q4) Do you think, social media tools are helpful for Four Season Hotel in
promoting its offering among customers at global level?
Frequency
a) Strongly Agree 36
b) Agree 4
c) Strongly Disagree 3
d) Disagree 3
e) Neutral 4
Interpretation:
In the present survey the question is being asked to the management people, do you
think, that social media tools are helpful for Four Season Hotel in promoting its offering among
customers at global level. 36 out of 40 people are strongly agree with this statement, thus as per
their opinion social media tools are really helpful for the Four Season Hotel in promoting its
offerings among customers at world wide basis. 4 individuals are simply agree with the same and
51
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40 36
4 3 3 4
Frequency

6 people select the option of strongly disagree and disagree or the leftover people are neutral
about the same as they are not providing any sort of perception on the same.
52

Theme 5) Individual think that social media has positive influence over the development of Four
Season Hotel.
Q5) Do you think that social media has positive influence over the development
of Four Season Hotel?
Frequency
a) Strongly Agree 38
b) Agree 4
c) Strongly Disagree 3
d) Disagree 2
e) Neutral 3
Interpretation:
The above mentioned graph related to the statement of does social media has positive
influence over the development of Four Season Hotel represents that 38 out of 50 people are
strongly agree with this statement and providing positive response on that social media has
positive impact over the growth of hotel and 4 people are also agree with this, 3 people are not
providing positive response as they are strongly disagree with this statement and 2 people choose
53
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40 38
4 3 2 3
Frequency

the option of disagree and remaining are neutral about the same as they are not giving any
perception.
54

Theme 6) The social media tools like Facebook, Twitter, YouTube, Instagram etc. are used as
the major strategic source by the Four Season Hotel.
Q6) As per you view the social media tools like Facebook, Twitter, YouTube,
Instagram etc. are used as the major strategic source by the Four Season Hotel?
Frequency
a) Strongly Agree 39
b) Agree 4
c) Strongly Disagree 2
d) Disagree 2
e) Neutral 3
Interpretation:
From the analysis of the description of the graph it has been evaluated that the social
media tools like Facebook, Twitter, YouTube, Instagram etc. are used as the major strategic
source by the Four Season Hotel. 39 out of 50 people are strongly agree with this statement as
per their view as a large multinational hotel industry growth is the key consideration for Four
Season Hotel and for attainment of higher success the firm is applying social media tools as their
55
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40
39
4
2 2 3
Frequency

key strategic source. 4 individuals from management are agree with the same, 4 people are
disagree on this and remaining are not providing any statement on this.
56

Theme 7) The use of social media tool helps Four Season Hotel in improving its customers
support services.
Q7) Is the use of social media helps Four Season Hotel in improving its
customers support services?
Frequency
a) Strongly Agree 32
b) Agree 8
c) Strongly Disagree 3
d) Disagree 2
e) Neutral 5
Interpretation:
According to the in-depth analysis of the project it has been determined that 32 out of 50
people are strongly agree with this statement that the use of social media tool helps Four Season
Hotel in improving its customers support services as per their analysis on the organisational
activities, it has been analysed that customer services are the major focus area for the business in
attainment of higher growth. 8 people are agree with this statement, 5 people are disagree on the
same as per their view the use of social media does not help Four Season Hotel in improving its
57
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35 32
8
3 2
5
Frequency

customers support services. 5 people are neutral about the same as they are not giving any
comment on the same.
58

Theme 8) As per the view point of management people, social media is a reason behind improve
customers base of hotel.
Q8) As per your view point, social media is a reason behind improving the
customers base of hotel?
Frequency
a) Strongly Agree 36
b) Agree 5
c) Strongly Disagree 5
d) Disagree 2
e) Neutral 2
Interpretation:
As per the views analysis of the management people of Four Season Hotel it has been
interpreted that 36 out of 40 respondents are strongly agree with the statement that, social media
is consist to be the major reason behind improving customers base of hotel industry, thus social
media tools are effective in developing good relationship with customers at wider level which
could be resulted in higher growth and success, 5 people are simply agree with the same, 7
people are disagree as they does not think that social media is a reason behind improving
organisational customer base and leftover people are neutral as they are not providing any
perception on the similar statement.
59
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40 36
5 5
2 2
Frequency

Theme 9) Individual think that, Social media is effective for Four Season Hotel in providing
operational effectiveness.
Q9) Do you think that, Social media is effective for Four Season Hotel in
providing operational effectiveness?
Frequency
a) Strongly Agree 35
b) Agree 4
c) Strongly Disagree 3
d) Disagree 3
e) Neutral 5
Interpretation:
According to the discussion over the statement that Social media is effective for Four
Season Hotel in providing operational effectiveness it has been identified that 35 out of 50
people are strongly agree with this statement as per their views social media plays vital role in
Four Season Hotel in providing operational effectiveness, 4 people are agree with the same and 3
people are strongly disagree, 3 people are also simply disagree as they does not think that Social
60
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
35
4 3 3
5
Frequency

media is effective for Four Season Hotel in providing operational effectiveness and leftover
individuals are select the option of neutral.
61

Theme 10) The marketing through social media support Four Season Hotel in improving its
brand awareness within hospitality sector.
Q10) Does marketing through social media support Four Season Hotel in
improving its brand awareness within hospitality sector?
Frequency
a) Strongly Agree 32
b) Agree 8
c) Strongly Disagree 4
d) Disagree 2
e) Neutral 4
Interpretation:
According to the descriptive analysis of the project it has been interpreted that 32 out of
50 people are strongly agree with the statement that the marketing through social media support
Four Season Hotel in improving its brand awareness within hospitality sector, thus brand
awareness is the positive key for the growth and success of business. 8 people are simply agree
with this statement and 4 people select the option of strongly disagree and 2 respondents also
62
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35 32
8
4
2
4
Frequency

choose the option of disagree as per their views in the hospitality sector brand awareness is not
required and remaining people are neutral about the same.
63

Theme 11) People think that social media support in increasing customer interaction with Hotel.
Q11) According to your view point Does social media support in increasing
customer interaction with Hotel?
Frequency
a) Strongly Agree 38
b) Agree 4
c) Strongly Disagree 3
d) Disagree 2
e) Neutral 3
Interpretation:
According to the survey report it has been determined that 38 out of 50 people said that
social media support in increasing customer interaction with Hotel industry thus as per their own
views social media is a key source for a hotel industry which is effective in developing
customers interaction which could be resulted in higher growth and success. 4 people are also
agree with the same, 3 people are strongly disagree with the statement that social media does not
64
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40 38
4 3 2 3
Frequency

support in increasing customer interaction with Hotel and 2 people are also having similar
concern and left over people are not giving any discussion on the same statement.
65

Theme 12) Individual from management think that social media is an effective source of
developing brand loyalty among customers.
Q12) Do you think that social media is an effective source of developing brand
loyalty among customers?
Frequency
a) Strongly Agree 32
b) Agree 8
c) Strongly Disagree 4
d) Disagree 2
e) Neutral 4
Interpretation:
The given digram reflects that 32 out of 50 people are strongly agree with this statement
that social media is an effective source of developing brand loyalty among customers, thus
social media provides a wider platform to the business to implement connection with customers
at global level. 8 people are also agree with the same and 6 people are disagree on the point and
they does not think that social media is an effective source of developing brand loyalty among
66
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35 32
8
4
2
4
Frequency

customers. Remaining respondents are neutral as they are not giving any sort of argument on the
same.
67

Theme 13) The use of social media as a marketing tool support in cutting the addition cost of
Four Season Hotel.
Q13) As per your opinion, the use of social media as a marketing tool support in
cutting the addition cost of Four Season Hotel?
Frequency
a) Strongly Agree 35
b) Agree 5
c) Strongly Disagree 5
d) Disagree 2
e) Neutral 3
Interpretation:
From the descriptive analysis of the project it has been evaluated that 35 out of 40 people
are strongly agree with this statement that the use of social media as a marketing tool support in
cutting the addition cost of Four Season Hotel as per their view social media is effective in
providing significant support in cutting down the extra cost as it is considered as the cost
effective source of promoting organisational brand and 5 people are also agree with the same, 7
68
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
35
5 5
2 3
Frequency

people are disagree on the same note and remaining are neutral as they are not providing any
discussion on the same.
69

Theme 14) The use of social media tool as major strategic source is more effective as compared
to traditional method of operational development for Four Season Hotel.
Q14) Do you think that, the use of social media tool as major strategic source is
more effective as compared to traditional method of operational development
for Four Season Hotel?
Frequency
a) Strongly Agree 38
b) Agree 4
c) Strongly Disagree 3
d) Disagree 2
e) Neutral 3
Interpretation:
According to the descriptive evaluation of the above mentioned graph it has been
understood that majority of respondents thinks that the use of social media tool as major strategic
source is more effective as compared to traditional method of operational development for Four
Season Hotel, thus 38 out of 50 people are strongly agree with this statement, 4 people are also
agree on the same and 5 people are disagree as per their view modern tool of promotion is not
70
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40 38
4 3 2 3
Frequency

much effective then traditional method and remaining people are neutral with the same as they
are not providing any statement on the same discussion.
71

Theme 15) People think that social media supports the hotel industry in increasing the
sustainability of customers.
Q15) Do you think that social media supports the hotel industry in increasing the
sustainability of customers?
Frequency
a) Strongly Agree 40
b) Agree 5
c) Strongly Disagree 1
d) Disagree 2
e) Neutral 2
Interpretation:
The detailed evaluation of the project determines that 40 out of 50 people think that
social media supports the hotel industry in increasing the sustainability of customers as social
media is effectual in developing an effective path way which helps the firm in developing good
interconnection which supports in increasing the sustainability of people and 5 people are also
72
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
e) Neutral
0
5
10
15
20
25
30
35
40
40
5
1 2 2
Frequency

agree with the same and 3 people are disagree on this note and remaining are neutral as they are
not discussing any thing regarding the same.
73

Chapter 5: Discussion
Theme 1: The impact of social media in the business organization.
From the views analysis of the authors it has been discussed that social media is consist
to be the key aspect which has positive impact over the operations and progression of the
business. Therefore social media is effective in providing a wider platform to develop effective
relationship with customers at world wide level which could be resulted in attainment of higher
growth and success. Social media is an essential part of digital technologies and it has wider
importance for an individual or business. Social media is a wider term which can be reflect
through different aspects like Facebook, Twitter, YouTube, Instagram etc. Social has positive
impact over the operations of business, thus social media tools are separately applied by
businesses in respect to creating awareness among the customers regarding the operations of firm
and it also effective in developing good and healthy relationship with customers at global level.
According to the opinion analysis of the authors it has also being discussed that, now a day's
businesses are concern over enhancing its performance by developing its operations within
commercial centre and social turns as a key aspect which plays vital role in providing a wider
platform in which it is easy for the business or individual to build good connection or
relationship with customers. This create value for the firm in attainment of higher growth and
progression.
Theme 2: The importance of social media in creating brand loyalty.
According to the brief analysis of the opinion of the authors it has been discussed that
social media is recognised as the key aspect which provides opportunities to the businesses to
explore their operations through the use of social media channels. Social media is effective for
the operations of business, thus in this modern scenario people are very much based on using
social media tools in their daily life, so create benefit for the firm in using social media as their
strategic source for expansion of business within wider area. In today's business era competition
within market is so high and organisations are concern over creating brand loyalty for the
purpose of retaining customers for long run of business operations, thus this is effective for the
business in achievement of significant profitability and development. Social media has various
importance in the context of business like boosting organisational sales, increasing interaction
with audience, heather customer satisfaction. Brand loyalty is the key area for a business, thus
this is beneficial in development of business performance at wider scale. From the views
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analysis of authors it has been discussed that businesses are using social media as their important
sources because it is effectual in implementation of good relationship with customers at global
level which could be resulted in developing brand loyalty and it may has positive influence over
the operations of business.
Theme 3: The adoption of various social media option in The Four Season Hotel and its
functioning.
As per the in-depth evaluation over the discussion of the authors it has been determined
that social media is the primary source which is considerably adopted by businesses in today's
competitive business scenario as to improvising the business range at market place. Four Season
Hotel is operating at larger level which has its major concern over expansion of business through
developing brand loyalty among the customers. The company deals in hospitality sector and
widely focus on satisfying the needs and wants of customers within commercial centre. Social
media is also determined as the collective action of multiple tools like Facebook, YouTube,
Twitter, Instagram, Snap Chat etc. these all are effective in providing wider opportunities to the
businesses to explore their operation by creating awareness among the customers through
implementation of good relations. As a large business hotel, Four Season Hotel is focuses over
using social media tools like Facebook, YouTube, Twitter, Instagram for promoting their
operations at wider level. The company is having their own personal page through which they
explore their operations and offering which are effective in gaining attention of people at global
basis. Facebook is refers to be the key source of social media which is significantly applied by
the Four Season Hotel in respect to developing the operations of firm at wider level. Company is
having own personal page on which the number of follower is high, which could be resulted in
achievement of potential competitive edge within commercial centre. As per the analysis of the
firm Four Season Hotel is mainly applying Facebook, Twitter, YouTube as their source which
could be resulted in creating awareness about the operations of the firm in effective manner.
These source are widely effective and used by the people in today's scenario, so these recognised
to be the key source of developing the functioning of the firm within the commercial centre.
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Chapter 6: Conclusion and Recommendation
Introduction
This is the last and final chapter of dissertation work, which summarizes the major
findings of the study area. This section involves conclusion and recommendation which are
effective in providing an accurate findings or suggestion regarding the chosen area. The key aim
of objective of the dissertation is to analyse the effect of social media and its influence over
creating brand loyalty with the reference of Four Season Hotel. In this chapter conclusion
provides an effective wide summary on the findings of the work and on the other side
recommendation has been made over providing suggestions to making suitable improvements
within the operations of firm. In collaborative manner these two sections are effective in
summarizing the work in effective manner.
Conclusion
From the detailed evaluation of the dissertation area it has been concluded that Social
Media in creating brand loyalty in hotels, thus social media is an effective aspect which creates
value for the firm in implementing good relationship with customers and others in appropriate
way. Social media is an effective tool which is appropriate for the business in developing
opportunities for the businesses at global level, therefore social is considered to be the key
element which performs an effective role for a business in creating loyalty regarding the brand,
thus high loyalty could beneficial for the firm in attaining long term growth sustainability. In
today's modern market scenario the key motive of the business is to attaining higher growth by
developing awareness and loyalty regarding the firm or its operations. As per the opinion
analysis of respondents it has been analysed that people are in favour with this statement that
social media is effective in creating brand loyalty which create benefits for the firm in
maintaining long term competitive advantage within the commercial centre. Social media is
refers to be an effective source which plays vital role in providing a wider platform for the
businesses or individuals to build relationship with each other to maintaining appropriate
collaboration and coordination. Social media is effectual in providing opportunities to the
businesses to develop a wider network through which it is easy for the firm in building loyalty by
providing suitable customer services. The majority of the people said that brand loyalty is the
key aspect for a business to be considered as it is effective in development of Four Season Hotel
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