Influence of Social Media in Increasing Performance - Case Study

Research Project
1

Contents
Title of research: To analyse the influence of social media in increasing performance of an
organisation. A case study of Montcalm Royal London Hotel........................................................3
Chapter 1: Introduction....................................................................................................................3
Background of the research....................................................................................................3
Research Aim.........................................................................................................................3
Objectives of research............................................................................................................3
Research Questions................................................................................................................3
Rationale for the research topic..............................................................................................4
Gantt Chart and Work breakdown structure...........................................................................4
Chapter 2: Literature Review...........................................................................................................5
Concept of social media.........................................................................................................5
Positive and negative impact of social media on marketing department of the hotel............6
Influence of social media in increasing the number of customers........................................7
Chapter 3: Research Methodology...................................................................................................8
Chapter 4: Data findings, Analysis and Discussion.......................................................................10
Chapter 5: Conclusion, Recommendation and Anticipated Limitation.........................................22
REFERENCES..............................................................................................................................24
2

Title of research: To analyse the influence of social media in increasing
performance of an organisation. A case study of Montcalm Royal London
Hotel
Chapter 1: Introduction
Social media plays a very important role in the advertising and promoting of different
organisations. In context of hospitality sector, it is important to promote services and facilities
provided by the organisation. Social media has become the most popular way by which
organisations promote offers and discounts provided by them. In case of Montcalm Royal Hotel,
London this organisation must use social media for promoting the hotel services. This will lead
to increase in the customer base and automatically sales of the organisation will be increased.
Background of the research
Social media is basically defined as the promotion of services offered by the company on
different social media websites like Facebook, Instagram, Twitter, Snapchat, etc. Every
individual uses social media so it is a big opportunity for companies or organisations to promote
their offerings on these websites. This will help in capturing more customers without investing
money and time.
Research Aim
The aim of this research is “To analyse the influence of social media in increasing
performance of an organisation. A case study of Montcalm Royal Hotel, London ”
Objectives of research
 To understand the concept of social media
 To find out the Positive and negative impact of social media on marketing department of the
hotel
 To know about the Influence of social media in increasing the number of customers
Research Questions
 What is the concept of social media in business?
3

 What are the positive and negative impacts of social media on marketing department of
hotel?
 What are the influences of social media in increasing the number of customers?
Rationale for the research topic
This topic is chosen for conducting the research as this will help in knowing about the
importance of social media within the organisation (Abed, Dwivedi, 2015). There is a direct link
between promotions and sales of the company thus it is important to understand and analyse the
concept of social media aiding in the sales of the company.
Gantt Chart and Work breakdown structure
4

Chapter 2: Literature Review
Concept of social media
According to (Anshari, Alas and Guan, 2016), Social media is a computer based
technology that share the views, thoughts, information through the virtual networking, user
generated content and personalized profiles. It is designed to reach large numbers of people and
made to inform to audience. User engage with the social media with smartphones, tablets,
computer etc. There are so many platforms available in the market to connect with the people
such as : Twitter, YouTube, Facebook, What's app, Instagram, Tik-Tok etc. social media has
easy connectivity, ability to extensively individual profiles, ability to expand and explore the
user and followings, searching of relevant information as it also has some level of privacy and
the security. As it is a way to influence and change the mind of public and target audience. The
most important in social media is certainly the speed, efficiency of work and convenience of the
information . great example of targeting and mobilizing of audience and hard to measure the
area of target audience.Now a days, social media is playing an important role in each an every
organization. Companies are increasingly using the social media platform for monitor, track,
analysis online conversation and promotion of their brands and advertise of new products and
services providing by them. Social media is very relevant to any business, as it helps the business
to grow and expand their online market. As this allows the company to improve their brand
awareness by promotion on social media. Instead of spending money on advertisement on
television, social media is a free for marketing and promotions as it is cost effective. It also
allows the two way communication with customer as well as company. Social media is a tool for
marketing, communication, sales promotions,discounts, relationship development. Social media
and business work together to grab the upcoming opportunity in market. Now a business built
their profiles on social media and started their expending through the content sharing,
advertising, online customer service, recruitment and human resource, promotions on the social
media. Social media is important to business because it increase the brand awareness, humanize
the brand, customer Interaction, target audience, brand reputation, brand loyalty, increasing the
sales, promotion of products and services, communication with customer. Social media is also
5

helps in the human resource function of the organization, it seems that there are so many
platform for recruitment of candidates such as LinkedIn, Monster, shine.com Indeed etc. It is
also helps in sharing some news or information among the employees and getting the direct feed
back from the customer. Social media has the power to increase the customer loyalty as many
consumer recommends the products who has more reviews. Each and every thing has positive as
well as negative aspect , same here with the social media, as all organization are using the social
media platform also faces some problems and issues in this like hacking of their accounts also
lost their privacy & security issues, frauds and scams, addiction, fragmented data etc.
Positive and negative impact of social media on marketing department of the hotel
According to (Eriksson and Kovalainen, 2015) Social media plays a very important role
in the marketing of any firm or organisation. In context of the hospitality sector, it is important
for the company to analyse all aspects of social media for improving the condition of he
organisation. Social media is very effective in creating and developing good impact of
organisation in front of customers and clients. Social media is used by hospitality sector for
engaging customers and clients and recognising their demands. With the help of networking
websites, the hospitality industries like hotels, service companies, hospitals, etc. can easily
interact with consumers and clients in an effective manner. Social media is a new way of
advertising and promoting services of organisations to customers and clients. Social media is in
abundance and it can be easily available to various customers within single time. Social media
supports different formats, while sharing of texts, videos, images, podcasts that are required in
providing information about company on website. Social media offers a variety of opportunities
for different brands and organisations to introduce new creations in their company and attract
m,ore number of customers to use services of the organisation. Moreover, this provides a
platform to customers to access the information about the facilities and services of the company.
Social media is used by almost each and every person of the population so it is the easiest way to
circulate information and data about various services offered by different organisations and
companies. Brand awareness is required a lot of time to develop and also it requires a lot of
dedication. In case of social media it is very easy for the companies to provide any offers or
discounts that are provided by the company. Social media is helpful in creating a positive image
of the company in front of various customers and clients. It is important for every organisation
nowadays to advertise their services on social media. On the other hand, this has a negative
6

impact also on the image of the company . Sometimes customers use social media applications
like Facebook, Twitter, Instagram, Snapchat, YouTube, etc. to destroy image of the company in
front of customers and clients. This can be explained with an example if a customer goes to a
restaurant and the staff of restaurant does not treat him well or he was not given quality food
items then that person can comment on social media page of the company and he can circulate
this information to as many people around the world. Also it is important for the company to take
special care so that no wrong information or data is circulated among customers about food of
the company.
Influence of social media in increasing the number of customers
As per the thoughts of (Felix, Rauschnabel and Hinsch, 2017) Social media is defined as the
best marketing strategy for effective marketing and promoting of brand. Social media is a
primary choice of every company if it wants to sustain in market. There is an increased level of
competition among organisation these days as every firm wants to be on the top position. The
platform of social media is used for making a brand or organisation famous and popular. Social
media will add boost to the marketing strategy for the company. Social media is a medium in
which customers can provide feedback to the company directly and this helps in improving the
efficiency and performance of the company. People can advertise and promote the services and
facilities of an organisation on the social networking websites and his will help to build good
relation among customers. Organisations and restaurants requites a lot of fund for promoting
their business. This cost is reduced using social media as there is no budget needed for
promoting about organisation through social media. If a good social network is maintained then
it is easier to develop a social environment. By using the social media user and customers can
easily get the information about products, services and brands. This helps in building the position
of the company and making it preferable by every user.
Chapter 3: Research Methodology
Research design - This is associated with a particular method or procedure for collecting,
analysing and interpreting data and information about a specific problem. There are different
method of research design including exploratory, descriptive and experimental. In the following
7

research, descriptive design is used for conducting the research because this helps in getting
accurate and correct data and information.
Data collection
 Primary data- primary data are basically the fresh data as they are collected for the first
time. These type of data are useful for the current studies as well as future studies.
Primary data are collected with individual in the field. The example of primary data are
questionnaire.
 Secondary data- these type of data are collected from the secondary sources like internet
, television, magazine etc. these type of data involve less time and effort
 Qualitative Research – The qualitative research is the kind of market research that
emphasizes on open ended questionnaire (He, Yan, 2015). This kind of research is based
on observations. In depth interviews are a way of doing this research and these interviews
are based on various parameters. The main focus is on describing the individual
experiences and beliefs.
 Quantitative Research – Quantitative research is a research that is used for describing
the characteristics of the population. The type of questionnaire used in this research is
closed ended questions. The researcher do survey of market and also data is based on the
numerical data base. The sample size is limited and sample methods are send through
online surveys.
For conducting this research qualitative method will be use by researcher because it help
in gaining proper knowledge related to specific topic. As well this method can be understood by
reader because of graphs and charts included within it.
Questionnaire – This is defined as the instrument for research in which there are a set of
questions asked to a different persons while conducting a research. This is the easiest way for
collecting data and using this data to make effective results.
Questionnaire
Q 1) Do you know about the concept of social media?
a) Yes
8

b) No
Q 2) Is there a link between social media and sales of the company?
a) Yes
b) No
Q 3) Does social media help in improving the profits and sales of Montcalm royal Hotel,
London?
a) Agree
b) Disagree
Q 4) How does social media affects the consumer buying behaviour?
a) A number of options are available
b) Feedback from customers
c) Easily Accessibility to products and services
Q 5) What is the major benefit of social media on the performance of Montcalm Royal Hotel,
London?
a) Effective Customers Relationship Management
b) Promotion of offering of hotels
c) Developing inter-business relationship.
Q 6) According to you, what could be negative impacts of social media on company's sales and
profits?
a) Negative publicity
b) Misleading claims
c) Rumors
Q 7) What are the different measures for avoiding the negative affect of social media over brand
reputation of hotel?
a) Press release
9

b) Tracking of misleading and negative statement
c) Devising a social media compliance strategy
Q 8) Is social media affecting the customers to experience services of Mountcalm Royal Hotel,
London?
a) Agree
b) Disagree
Q 9) Provide recommendation to Mountcalm royal hotel for increasing the number of customer
base?
Chapter 4: Data findings, Analysis and Discussion
Questionnaire Frequency
Q 1) Do you know about the concept of social media?
a) Yes 8
b) No 2
Q 2) Is there a link between social media and sales of the company?
a) Yes 6
b) No 4
Q 3) Does social media help in improving the profits and sales of Montcalm
royal Hotel, London?
a) Agree 6
b) Disagree 4
Q 4) How does social media affects the consumer buying behaviour?
10

a) A number of options are available 1
b) Feedback from customers 2
c) Easily Accessibility to products and services 7
Q 5) What is the major benefit of social media on the performance of
Montcalm Royal Hotel, London?
a) Effective Customers Relationship Management 4
b) Promotion of offering of hotels 3
c) Developing inter-business relationship. 3
Q 6) According to you, what could be negative impacts of social media on
company's sales and profits?
a) Negative publicity 6
b) Misleading claims 3
c) Rumors 1
Q 7) What are the different measures for avoiding the negative affect of social
media over brand reputation of hotel?
a) Press release 5
b) Tracking of misleading and negative statement 3
c) Devising a social media compliance strategy 2
Q 8) Is social media affecting the customers to experience services of
Mountcalm Royal Hotel, London?
a) Agree 7
b) Disagree 3
Q 9) Provide recommendation to Mountcalm royal hotel for increasing the
number of customer base?
11

Q 1) Do you know about the concept of social media?
a) Yes 8
b) No 2
Interpretation: Social Media is considered as an effective marketing tool which is being used
by many business organisations in order to promote their products and services to the customers
in effective manner. According to the above specified pie graph, it has been analysed that more
than 50% of respondents that is total number of 8 respondents has said that they are ware about
the concept of social media. These respondents are themselves using social media in order to
interact with their family and friends effectively. On the other hand, remaining 2 respondents
thinks that they are quite introvert. This is because, they do not interact with the external people
as a result they do not know about social media.
12
8
2
a) Yes
b) No

Q 2) Is there a link between social media and sales of the company?
a) Yes 6
b) No 4
Interpretation: Social media and sales performance of the company are interrelated with one
another. This is because; through social media company interacts with its customers at regular
basis which ultimately influences interest of customers to make purchase of hotel services. On
the basis of above described pie chart, it has been analysed 6 respondent’s thinks that both the
stated terms are interrelated with one another. This is because, their known are working in
marketing team of Hotels and they have told that how promotion through social media helps
them out in enhancing their sales performance in effective manner. Whereas, leftover 4 people
have shown their negative response towards the same question because, they thinks that
customers only make purchase on the basis of their satisfaction level gained by them in past. On
the basis of this, it can be said that these customers believes only personal experience of
individual makes them purchase new services of hotel. They do not require any promotional
mode for making the purchase in effective manner.
13
6
4
a) Yes
b) No

Q 3) Does social media help in improving the profits and sales of Montcalm
royal Hotel, London?
a) Agree 6
b) Disagree 4
14
6
4
a) Agree
b) Disagree

Interpretation: The main benefit which is owned by social media is the improving sales
performance of the company in effective manner. According to the above mentioned report, it
has been analyzed that 6 respondent have shown their positive response towards the Mont calm
royal Hotel, London. This is because, these respondents thinks that social media is an effective
promotional tool which popularises offering of Hotel in front of customers. This ultimately
makes them purchase of Hotel services in effective manner which increases its sales as well as
profitability in effective manner. On the other hand, remaining 4 people have denied to the same
situation. This is because, they thinks that social media promotes the product at vast level. But
actual purchase of the product is actually made on the basis of past experience of individuals.
Q 4) How does social media affects the consumer buying behaviour?
a) A number of options are available 1
b) Feedback from customers 2
c) Easily Accessibility to products and services 7
15
6
4
a) Agree
b) Disagree

Interpretation: Social media owes capability of influencing buying behaviour of customers. It
can be said that social media mainly provides numerous of options to the customers which
attracts a lot of people towards the company and also influences them to make purchase at
regular basis. While asking the similar question it has been analysed that 1 respondent from the
16
1
2
7
a) A number of options are
available
b) Feedback from customers
c) Easily Accessibility to
products and services
1
2
7
a) A number of options are
available
b) Feedback from customers
c) Easily Accessibility to
products and services

total of 10 have said that social media provides huge variety of options to the customers which
ultimately influences their buying behaviour in effective manner. Whereas, 2 among them have
said that social media helps company in taking feedback from customer in order to understand
their purchase towards the company. As a result, it influences buying behaviour of customers
because feedback taking procedure includes interaction with the customers which develops their
positive relation with one another. As a result, these loyal customers get attracted towards the
same company in positive manner. Leftover but the majority of customers that is 7 in number
have said that thinks that Easily Accessibility to products and services is considered as the major
reason which influences buying behaviour of customers in effective manner.
Q 5) What is the major benefit of social media on the performance of
Montcalm Royal Hotel, London?
a) Effective Customers Relationship Management 4
b) Promotion of offering of hotels 3
c) Developing inter-business relationship. 3
17

Interpretation: Social media provides numerous of benefits to the Montcalm Royal Hotel,
London in terms of performance improvement. Some of the core benefits are promotion of
offering of hotels, developing inter-business relationship and effective Customers Relationship
Management. According to the above represented graph, it is depicted that 4 numbers of
respondents thinks that major benefit of social media is effective Customers Relationship
Management. Whereas, 3 among them thinks that Promotion of offering of hotel could be seen
as the main benefit of social media for Montcalm Royal Hotel, London. On the other hand,
leftover 3 respondents thinks that major benefit of social media is developing inter-business
relationship between Montcalm Royal Hotel, London and other related businesses.
Q 6) According to you, what could be negative impacts of social media on
company's sales and profits?
18
4
3
3
a) Effective Customers
Relationship Management
b) Promotion of offering of
hotels
c) Developing inter-business
relationship.

a) Negative publicity 6
b) Misleading claims 3
c) Rumors 1
Interpretation: Adoption of social media places both positive and negative influence over the
sales and profitability of the company. According to the above described pie graph, it has been
analysed that there are number of negative influence over social media in terms of negative
publicity, rumours and misleading claims. While asking the same questions with different
respondents, it has been seen that 6 people have said that negative publicity is the major
drawback of social media which places negative influence over sales and profitability of the
company in effective manner. Whereas, 3 respondents thinks that misleading claims affects sales
performance of Hotel industry. This is because, many misleading claims develops negative
image of company in front of customers which influences sales performance in negative manner.
19
6
3
1
a) Negative publicity
b) Misleading claims
c) Rumors

While on the other hand, left over 1 respondent have said that many rival company spread
rumours about the company which directly affects over the sales as customers mind get diverted
due to rumours about the product and its quality.
Q 7) What are the different measures for avoiding the negative affect of social
media over brand reputation of hotel?
a) Press release 5
b) Tracking of misleading and negative statement 3
c) Devising a social media compliance strategy 2
20
5
3
2
a) Press release
b) Tracking of misleading and
negative statement
c) Devising a social media
compliance strategy

Interpretation: There are different measures which have been taken by business organisation in
order to avoid negative influence of social media over brand reputation of Hotel. Some of main
among them are Press release, devising social media compliance strategy and tracking of
misleading and negative statement. According to the above mentioned graph, it has been
analysed that 6 thinks that Press release is best method as through this hotel superiors directly
communicate to its related person about controversies in order to overcome its influence.
Whereas 3 respondents have described that by tracking misleading activities hotel industry can
easily overcome negative issue of social media over their brand image. Apart from this, leftover
2 people have declared that devising effective social media technique helps them most in
overcoming negative influence of social media as they can remain free from social controversies
over the social platform.
Chapter 5: Conclusion, Recommendation and Anticipated Limitation
CONCLUSION
From the above analysis, it has been concluded that every organisation should promote
the services and products offered by the company on social media. Promotions and advertising
through social media helps in decreasing investment in promotions and advertisements and
capturing a lot of customers. Social media can be both good or bad for an organisation as if
21
5
3
2
a) Press release
b) Tracking of misleading and
negative statement
c) Devising a social media
compliance strategy

promotions are done correctly then more number of customers are able to understand the concept
of company’s product and services. On the other hand, a negative image can be easily formed by
using social media.
RECOMMENDATIONS
After completing the research, it has been recommended for Montcalm Royal Hotel,
London to make sure that social media is used in the organisation for promoting the facilities and
services provided by this hotel. There are following recommendations made for this hotel :-
 They should hire Employees for doing successful promotions on social media.
 Effective videos, images and interviews of users can be shown on social media.
Limitation of the research
There were several limitations of this research which are listed below -
 The aims and objectives of the research were formulated within less time thus they are
too broad and not specific.
 There was less time for completing the research thus the data collection was more of
secondary data. Also the sample size was less as time given for completing the project
was not sufficient.
 Another limitation of doing this project was I think that resources available were not
sufficient.
22