Role of Social Media in Resolving Changing Customer Preferences - Hilton Hotel

This research project focuses on the role of social media in resolving the issues related to changing customer preferences in Hilton Hotel. It aims to determine the importance of social media, identify the issues arising from changing preferences, and evaluate the role of social media in resolving these issues. The research methodology involves the use of quantitative research methods and data collection through questionnaires. The findings of this research will provide valuable insights for Hilton Hotel in effectively addressing the changing preferences of customers.

Research Project

Abstract
Many issues and complexities and faced by organisation due to rapid change in taste and
preference of customers that lead to decrease in their sales. Thus, following research is conduced
on the topic of role of social media for resolving the issues related with changing customers taste
and preferences. This research is based in Hilton Hotel and use of quantitative research method is
made to collect data with the help of questionnaire in order to achieve the aims and objective of
this research on time and in an efficient manner.

Table of Contents
Abstract............................................................................................................................................2
Research Topic: To determine the role of social media for resolving the issues related with
changing customers taste and preferences. A study on Hilton hotel..............................................1
Chapter 1: Introduction....................................................................................................................1
Background of project............................................................................................................1
Research aim and objectives..................................................................................................1
Rational for project.................................................................................................................2
Research questions.................................................................................................................2
Activities and timeline............................................................................................................2
Chapter 2: Literature Review...........................................................................................................4
Chapter 3: Research Methodology...................................................................................................6
Chapter 4: Analysis and Findings..................................................................................................11
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work.................18
Critical appraisal and reflection of current work..................................................................18
Issues faced...........................................................................................................................19
Recommendation..................................................................................................................19
Areas for further work..........................................................................................................19
Chapter 6: Conclusions..................................................................................................................20
REFERENCES..............................................................................................................................20

Research Topic: To determine the role of social media for resolving the issues
related with changing customers taste and preferences. A study on Hilton
hotel
Chapter 1: Introduction
Background of project
Social media basically provides an online platform, websites and applications that
enables a user or individuals to create and share content with other people and also lead to
participate in social networking to connect and interact with larger number of people across the
world (Rao and Syed, 2019). Thus, use of social media plays a crucial role in solving the issues
related with dynamic nature and behaviour of customers through enabling better understanding
about their preference and taste. Hilton Hotel is a global brand of hotel and resorts offering its
hospitality services across different location of world as its main headquarter is situated at
Virginia, U.S. Being a globe organisation it become much more difficult for this organisation to
keep a balance with ever changing needs and demands of customers. Thus, following research is
conducted on Hilton Hotel to determine and evaluate the role of social media for resolving the
issues related with changing customers taste and preferences.
Research aim and objectives
Aim
The main aim of this research project is, “To determine the role of social media for
resolving the issues related with changing customers taste and preferences.”
Research Objectives
The main objectives and targets behind conducting this research work on Hilton Hotel are
stated as below:
 To determine the importance of social media for Hilton hotel.
 To identify the issues arises due to changing customer taste and preferences (Cheng,
2020).
 To determine role of social media for Hilton hotel in resolving issue related with
changing customer preference.
1

Rational for project
The selection of current research topic is rational as it yield better information about the
the crucial role lead by social media in enhancing and improving performance of an organisation.
Thus, the selected topic is really vital from perceptive of an organisation and its employees as
encounter the issue of Changing taste and preference of customers through critically evaluating
role of social media. Further, the current research project also yield better opportunity and
knowledge to researcher through meeting its academic and educational purpose. Beside this,
after getting published and completion of this project it would also support learning and
knowledge of other scholars and researcher on topic of role of social media on meeting changing
demands and preference of customers.
Research questions
The main issues and questions that are discussed and resolved through this resrch project on
Hilton Hotel are as follows:
 What is the importance of social media for Hilton hotel?
 What are the major issues that get arises due to changing customer taste and preference?
 What is the role of social media for Hilton hotel in resolving issue related with changing
customer preference?
Activities and timeline
Use of Gantt chat is made to show the activities and timeline of current research work.
Gantt chart is a horizontal bar graph representation which provides the graphical presentation of
different task and groups which would related to the research where it shows the transparency,
clarity and flexibility of research. Gantt chart is useful for the research as it provided the time of
each and every task by which enhancement of better understanding of task benefits features(Rao
and Syed, , 2019).
2

3

Chapter 2: Literature Review
A literature review is a complexify a significant summary or description about the
research topic on the basis of research topic through optimum used of surveys scholarly articles,
books, articles or from online sites and other relevant sources which is having linked through
particular research(Vijay and Srivastava., 2019). On this literature review and their analysis is
implement for attaining the requirement and determining the nature of current topic on the aspect
of research. The study of the impact of Social media in the Hilton Hotels as on it business where
the changes of customers taste and preferences(Bradford and et. al., 2019).
a) To determine the importance of social media for Hilton Hotels.
According to the Egle Silenaite, 2019. A social media is the platform where it helps to
lead to socialise the people for to making awareness on some agendas or personal information
through posting some messages, pictures, view and thoughts from where other peoples are
reacting on it as well as they connected with many unknown peoples to having good chat of
communication as friend there are top social media platform where people used to effective
influence such as Instagram, Facebook, what’s app etc. But as for company perspective many
social media are also having which represents the official working procedures like LinkedIn
where many corporates professional through different industries are joint together and shares
their experiences form their premises of the work of organisation (Soler-Labajos. and Jiménez-
Zarco, 2016). In hospitality industries having a great impact of Social Media as in to promote the
reliability and brand name towards the awareness among the people as in providing the best
luxuries services such as Hilton Hotel group is one of the elite and most prominent hotels among
the hotel industries it comes under five star hotel services where the importance of social media
as in marketing purposes where the teams helps to promotes the branding and services through
customers feedback as well as the financial year performances. Providing the detailed
information in those social media platform where the customers are more into active and
optimise through different level. Advertisement and digital marketing provides the enhancement
of socialise to people where they can shows some interest or having to visit a tour in the hotel
4

premises. As these are the factor which enhanced the importance of social media with the aspect
of Hotel Industry(Nambisan, and Zahra, 2016).
b) To identify and arises of the issues due to changing of customer taste and preferences.:
According to the Ryan Derousseau, 2017. There is big challenges on every industry of their
consumer fluctuates in terms of tastes and preferences specially in hospitality industry when
customer expires their taste and preferences on when they faces the dissatisfaction a sin service
or food quality etc(Niedermeier, Wang, and Zhang, 2016). Organisation focuses on for providing
the best alternative services which can creates some effects on customer mentality by which they
follows the high luxuries services but it all depends on the market trends when it changes the
customers also change their perspective, selective the products on the basis of quality and should
have the goodwill in the market by which it impact on the decision making of customers
preferences. If a company wants to retain their customer with them they have prove their
authencity experiences where the it follows the wellness by which they can maintain their status
symbol through advanced technological like smartphones apps where it helps to tracking the
constant movements, by customizing and ad enhanced the advanced attributes to make the
product modified and provides the dynamic changes as from the perspective nature of customer
expectation(Tseng and et. al., 2019).
As with the context of the Hilton Hotels group they are depends upon their services
providing to customer as it represent their brand name as well as they providing the luxuries
towards the consumer, the advantages of these hotels that consumers are not only domestic level
but also from international level by which they have to make sure about the consideration the
needs and expectation about them as well the resources which makes them to comfort by
enabling the sense of satisfactory. As above discussion the major points which can increases the
issue of customer changing tastes and preferences in Hilton Hotel context that it emphasis to
increase the complexity in meeting to the demands which has customer expected, it can reduces
or slow down the sales efficiency in the market and it creates the pressure of to enhance the high
marketing research for effective improvements(Kargaran, Pour and Moeini, 2017).
c) To determine the role of social media for Hilton hotel for resolving issues relating with
changing the customer and preferences.:
According to the Peter Roesler, 2015. Most of the business owner and marketer have heard
the refrain that social media is essential. While there is fact that people used to not accept the
5

valuable or importance of social media in the business world. The factor which are most
determined such as brand promotion, websites traffics with food engagement through staffs as
well as their services blow the mind of the consumers which provides the sense of
satisfactory(Diba, Vella, and Abratt, 2019). A social media is one of the powerful resources
which has been driven by every business enterprises through availability of fresh content which
easy to aware among in the people. As in the context of hospitality industries the social media
having the enhancement of information management system where enrolled the particular
business basics details provides through websites or other internet portals by which it easily
accessible form anywhere and gets the information about a particular company or business
venture.
Hilton Hotel Groups are one of the five star Hotel in all over the world where their branding
image as well as performances is well known in hospitality industries by which many consumer
or corporate people having a good influence of Hilton group in terms of services, communication
and behavioural positive attitudes in staffs are very impressive kind of generosity creates among
customers or people. Every enterprises having fear or destruct the profits that their customer can
change the tastes and preferences by not getting the satisfactory level of enhancement realisation,
as on social media helps to connect with those potential customer as well existing customer
which can easily access their services and products in the better way(Ho and et. al., 2020).
Similarly in Hilton hotels they have creates a website by which they have provides some sort of
social media resources through creating a websites on which customers are easily connects and
generates their feedback into it by that Hilton hotels operates that feedbacks as per the consumers
perspective on which they improves the lack or gaps factor by which they can satisfy those
potential customer it is a strategies which leads to making to create an impression where it
reflects that they have an responsibility towards their consumers by which it regulates the
effective managerial factor(Cheng, 2020).
Chapter 3: Research Methodology
A research methodology facilitates a set of specific process and techniques which are assort
by a researcher or manager to identify, select and process and analysis information about the
data related with particular topic. The research methodology provides information about how the
data is collected and evaluation for attaining the outcomes with proper conclusion of
research(Irani, and et. al., 2017).
6

Research philosophy:
It facilitates a belief about the ways in which data about a topic represent the proper
collection of data procedure with analysation through a researcher(Hao, Farooq, and Sun, 2018).
It contains two main philosophy which used in research described below:
Positivism:This type of research philosophy is assorted by research as for that it only
focuses on predicting and observing the research outcomes. As Positivism is known as Scientific
method as well as it mapped into high structured that not create any impact on researcher/s value
and behaviour.
Interpretivism: As this type of research philosophy used by those researcher who are
mainly concerned through collection and gathering of data to considered rich amount of data
which provides better specification(Morris, and Snell, 2019).
As for this particular research there is use of Positivism philosophy is optimum selection
where it focuses into investigation of this research on predicting and generates the essential
outcomes as per the important aspects.
Research Approach:
As it formally represent the plan and procedure which is utilized by researcher in research
as it includes various process and couple of assumptions for effective method of data
procurement and interpretation. Research approach is having two type which are elaborated
below:
Deductive:As this approach of research including the selective theory, developing from
hypothesis by which it created theory and finally collecting and analysing data on the basis of
providing hypothesis. Therefore, it only focuses the approach on testing theory by applying
examine tools(Mehmood, and Sabeeh, 2018).
Inductive: As this approach of research is concerned with generation of new theory that
emerging form the data. It provides a more logical process in a multiple assumptions and
premises by compiled through facilitates conclusion of research.
As for this research there is us of Inductive research approach by which it leads to
provide the ethical framework on the basis of order to present the information in detailed manner
as well as it also helps to better understanding about the research objectives in effective manner.
Research Method:
7

Research method generates the systematic manner of planning by which to conduct and
meeting the aims of the research. It having two essential kind method are given below:
Qualitative Method: As in this research method a research is considered into theoretical
information related towards the data information and collects the information which provides the
depth knowledge, where it also shows the behaviour of respondent which matter to the
research(Zhang and et. al., 2019).
Quantitative method:As in this research method it emphasis about the researcher keen
for collecting and procuring data in a numeric or arithmetic format data by which it helps to
create the research into statistical format and includes the facts and findings as well as it also
allows to shows the brief perspective about the participants reviews but not determines the depth
knowledge.
For this research there is use of Qualitative research method by which it will provides the
full fledged detail information about the research objectives on which it having proper
justification can be helpful to creates the decision making and other recommendation to
achieving the objectives of research.
Sources of data collection:
It naturally shows the rising of the data from which researcher is collected actually from
where it belongs. The main sources of data collection are:
Primary Source: As this source the data has been collected through the first hand data
which is most reliable and authentic form of data, by which collected through self effortsof
research, by using of different tools and techniques surveys, interviews, feedbacks these factor
helps to collect data in primary source(Rodriguez, Ajjan, and Peterson, 2016).
Secondary Source: In this source it provides the mobility of the data collection through
some one else research by which the data is been gathered and analysis to the researcher, it
reflects the data is having existence in the form of other researcher file. Secondary data is one of
the easiest and flexible to the researcher where they get the data as per the information
required(Reddick,, Chatfield, and Ojo, 2017).
For the above discussion about the research there is use of both primary and secondary
source of data collection where the effective review implementation through questionnaire from
primary sources and secondary information can be collected through literature review by which
the information about data is being procure from Books, newspaper, internet etc.
8

Instrument Used method:As for this research the instrument is being utilised to
conducting the research effectively through a survey by applying the enhancement of
Questionnaires on which it contains the set of questions related to Social Media impact and
benefits(Kim and Park, 2017).
Sampling Method:
Sampling is the prominent method which is assorted by researcher by choosing the pre-
determined number of units and observation for the objective of data analysation and evaluation
as in effective manner on the basis of set of the data provided(Angelini and et. al., 2017).
As for this particular research this research the use of Probability sampling researcher
method by which it determines the respondent reviews on the participation and they get selected
on the random basis where the 10 mangers of Hotel Hilton group have taken on the topic of
Social media references as their impact and benefits on their hotel venture.
Questionnaire:
It is an written document which comprises the set of questions are complied on the basis
of research topic as well as its objective oriented which helps to gathered the opinion of
participants or respondents(Zhang and Luo, 2016).
Questionnaire
Name:
Address:
Email Id:
Age:
Q1) Are you having any implication and perceptive regarding increasing importance of
social media in hospitality industry to meet changing demands and preference of
customers?
a) Yes
b) No
Q2) What is the importance is lead by social media for success and better growth of Hilton
hotel?
a) Effective communication and promotion
b) Improved engagement with customers
c) Enhanced brand awareness
9

Q3) Which is the most commonly used social media platform that facilitates maximum
coverage and interaction with customers for Hilton Hotel ?
a) Facebook
b) ) Instagram
c) Twitter
D) LinkedIn
Q4) What are the major issues that get arises due to changing customer taste and
preference?
a) Complexity in meeting demands
b) Hamper sales
c) Higher pressure to conduct regular marketing research
Q5) Are you agreed with the fact that, social media plays a vital and crucial role in
resolving the issues related with changing customers taste and preferences?
a) Agreed
b) Disagreed
Q6) What is the role of social media for Hilton hotel in resolving issue related with
changing customer preference?
a) Regular Feedback
b) Better understanding of customer taste and preference
c) Enhanced interaction with customer
d) Better generalisation of content and product
Q7) What overall role and impact is lead by social media in resolving the issue of Hilton
Hotel related with changing customers taste and preferences?
a) Positive
b) Negative
c) No impact
Q8) Which one is most suitable strategy for Hilton Hotel to improve efficiency and viability
of its social media strategy to encounter the issue of changing customers taste?
a) Selection of suitable platform
b) Timely modification and changes in content
c) Regular monitoring and feedback from customer
10

Q9) Any further recommendations for Hilton hotel to improve role of its social marketing
strategy to resolve issues of changing customer demand?
Ethical Consideration:
As for this research the data is being collected through very confidential segments by
which the workforce of Hilton Hotels specially the mangers provides the assurance of their
reviews that would be assorted only for the research perspective as well as the using of tools and
techniques also the data are belong to ethical purpose there not having any negative influences
where could not impact any person dignity or other internal feelings(He. and Wang, 2016).
Chapter 4: Analysis and Findings
For analysis of current research findings use of pie charts and frequency table is made a
discussion of which is provided below:
Theme 1: Importance of social media in meeting changing demands and preference of
customers
Q1) Are you having any implication and perceptive regarding
increasing importance of social media in hospitality industry to meet
changing demands and preference of customers?
Frequency
a) Yes 9
b) No 1
Interpretation
11

From this research it has been find out that importance of social media in hospitality
industry is increasing in order to meet changing demands and preference of customers as 9
respondents out of a total of 10 participants are in favour of this statement while only 1
individual is against above theme.
Theme 2: Importance is lead by social media for success and better growth
Q2) What is the importance is lead by social media for success and
better growth of Hilton hotel?
Frequency
a) Effective communication and promotion 3
b) Improved engagement with customers 4
c) Enhanced brand awareness 3
Interpretation
A important role is lead by social media is for success and better growth of Hilton Hotel
as it has been observed that 3 participants have favoured effective communication and promotion
as significance of social media while 4 participants have supported improved engagement with
customers, along with this, 3 individuals have also supported enhanced brand awareness as
importance of social media for success and better growth.
Theme 3: Commonly used social media platform
Q3) Which is the most commonly used social media platform that
facilitates maximum coverage and interaction with customers for
Hilton Hotel?
Frequency
12

a) Facebook 4
b) ) Instagram 3
c) Twitter 2
D) LinkedIn 1
Interpretation
The most commonly used social platform is Fceabook that is supported by 4 participants
thus it would provide a maximum coverage and interaction with customers for Hilton Hotel
where as 3 participants are in support of Instagram. Beside this, 2 have also favoured Twitter and
1 is also in support of LinkedIn as most commonly used social media platform that facilitates
maximum coverage and interaction with customers for Hilton Hotel.
Theme 4: Major issues that get arises due to changing customer taste and preference
Q4) What are the major issues that get arises due to changing
customer taste and preference?
Frequency
a) Complexity in meeting demands 3
b) Hamper sales 5
c) Higher pressure to conduct regular marketing research 2
13

Interpretation
Many issues and difficulties are faced by organisation due to changing customers needs
and preferences as it has been depicted from above pie chart that 3 participants have favoured
that high level of complexity is faced by organisation in meeting changing demands while 5
respondents are in favour of hamper in sloes as biggest challenge lead by changing demands.
Further 2 individuals have also supported high pressures to conduct regular marketing research
as an issue of changing demands of customers.
Theme 5: Social media plays a crucial role in resolving the issues related with changing
customers taste
Q5) Are you agreed with the fact that, social media plays a vital and
crucial role in resolving the issues related with changing customers
taste and preferences?
Frequency
a) Agreed 7
b) Disagreed 3
14

Interpretation
With respect to above frequency table it has been find out that 7 participants out of 10 are
agreed with the fact that that, social media plays a vital and crucial role in resolving the issues
related with changing customers taste and preferences while 3 individuals are disagreed with this
statement.
Theme 6: Role of social media in Hilton hotel
Q6) What is the role of social media for Hilton hotel in resolving
issue related with changing customer preference?
Frequency
a) Regular Feedback 3
b) Better understanding of customer taste and preference 2
c) Enhanced interaction with customer 4
d) Better generalisation of content and product 1
15

Interpretation
Social media plays a vital role for Hilton hotel in resolving issue related with changing
customer preference as 3 respondents has supported regular feedback, 2 participants have
supported better understanding of customer taste and preference, 4 individuals are in favour of
Enhanced interaction with customer where as 1 individual is having a thinking that Better
generalisation of content and product is the vital role of social media for Hilton hotel in resolving
issue related with changing customer preference.
Theme 7: Impact of social media in resolving the issues of Hilton Hotel
Q7) What overall role and impact is lead by social media in resolving
the issue of Hilton Hotel related with changing customers taste and
preferences?
Frequency
a) Positive 6
b) Negative 1
c) No impact 3
16

Interpretation
Social media is having a positive impact in resolving the issue of Hilton Hotel related
with changing customers taste and preferences as it is favoured by 60% respondents while only
10% has supported its negative impact together with 30% who are in support of no impact of
social media in resolving the issue of Hilton Hotel related with changing customers taste and
preferences.
Theme 8: Strategy for Hilton Hotel to improve efficiency and viability of its social media
Q8) Which one is most suitable strategy for Hilton Hotel to improve
efficiency and viability of its social media strategy to encounter the
issue of changing customers taste?
Frequency
a) Selection of suitable platform 2
b) Timely modification and changes in content 3
c) Regular monitoring and feedback from customer 5
17

Interpretation
2 participants have supported that selection of suitable platform is a most suitable
strategy for Hilton Hotel to improve efficiency and viability of its social media strategy to
encounter the issue of changing customers taste while 3 are in favour of timely modification and
changes in content were as 5 respondents have also having an opinion that regular monitoring
and feedback from customer is also an effective way to Hotel to improve efficiency and viability
of its social media strategy to encounter the issue of changing customers taste.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for
Further Work
Critical appraisal and reflection of current work
The current research work on the topic of role of social media in resolving issues of
changing customer needs is very helpful and crucial for me that have lead to enhancement in
overall skills and knowledge. I had come to know about the importance of social media in
enhancement of communication and promotion together with improved employee engagement
and brand awareness. Further, it has been also learnt by me that regular feedback, better
understanding of customers and enhanced interaction is lead by social media to resolve issues
related with changing customer preference. Further, I had also develop better understanding
about the strategies that led to more effective social media strategy like selection of suitable
platform and regular feedback and monitoring. Thus, the current research work is crucial and
18

impart for me that has lead to my future development through enhancing my managerial skills
and Knowledge.
Issues faced
The main issues faced during this research was related with collection of authentic data thus,
use of quantitative research method was made by me that ensures most effective and easy way to
collect information in numeric form through use of a questionnaire, further, many ethical issues
were also encountered that were resolved by me through complying with code of conduct and
principles of research. At last the issues relayed with management of timeline and activities were
also encountered by me that were resolved through making use of Gantt chart. Thus, all the
issues were timely identified and resolved by me to achieve the desired objectives and aim of this
research.
Recommendation
On the basis of analysis and research findings following recommendations could be made
Hilton hotel to improve role of its social marketing strategy to resolve issues of changing
customer demand:
 Selection of proper social media platform is recommended for Hilton Hotel which must
provided easy reach and access to larger number of customers. Thus, use of facebook and
Instagram is suggested for Hiltons hotel as maximum number of responders has
supported these platforms to reach and connect with larger number thus, ensures better
understanding of taste and preference of larger number of customers in order to enhance
its productivity and sales.
 Further, regular monitoring and feedback is also recommended for Hilton as it ensures
better understanding of changes and modification going on in taste preference of
customers so that timely strategies can be formed to attract and satisfy larger number of
consumers.
Areas for further work
The topics and areas on which further research could be conducted is consists of topic
like role of digital media and other technology in success and betterment of organisation that
meet the educational and professional background of researcher.
19

Chapter 6: Conclusions
On the basis of above research it can be concluded that role of social media is increasing in
hospitality industry to meet changing demands and preference of customers as lead to better
interaction and engagement with customers. Further, it has been summarised that issues and
difficulties that are faced by organisation due to changing customers needs and preferences
consists of complexities in meeting demand together with decrease in sales thus, use of social
media become more important and crucial to understand the changing needs and demands of
customers. At last, it can be concluded that social media plays a vital role in resolving issue
related with changing customer preference through regular Feedback, better understanding of
customer taste and preference, enhanced interaction with customer and better generalisation of
content and product.
REFERENCES
Books and journal
20

Angelini, A and et. al., 2017. Social media development paths in banks. Journal of Promotion
Management.23(3). pp.345-358.
Bradford, K.D. and et. al., 2019. Harnessing Internal Support to Enhance Customer
Relationships: The Role of Networking, Helping, and Allocentrism. Journal of Marketing
Theory and Practice.27(2). pp.140-158.
Cheng, R., 2020. Customer Engagement: From Social Shoppers to Social Learners and
Collaborators. In Strategies and Tools for Managing Connected Consumers (pp. 163-
176). IGI Global.
Diba, H., Vella, J.M. and Abratt, R., 2019. Social media influence on the B2B buying process.
Journal of Business & Industrial Marketing.
Hao, Y., Farooq, Q. and Sun, Y., 2018. Development of theoretical framework and measures for
the role of social media in realizing corporate social responsibility through native and
non‐native communication modes: Moderating effects of cross‐cultural management.
Corporate Social Responsibility and Environmental Management.25(4). pp.704-711.
He, W. and Wang, F.K., 2016. A process-based framework of using social media to support
innovation process. Information Technology and Management.17(3). pp.263-277.
Ho, M.H.W and et. al., 2020. Customer engagement, consumption and firm performance in a
multi-actor service eco-system: The moderating role of resource integration. Journal of
Business Research.
Irani, Z. and et. al., 2017. Social media and Web 2.0 for knowledge sharing in product design.
Production Planning & Control.28(13). pp.1047-1065.
Kargaran, S., Pour, M.J. and Moeini, H., 2017. Successful customer knowledge management
implementation through social media capabilities. VINE Journal of Information and
Knowledge Management Systems.
Kim, W.G. and Park, S.A., 2017. Social media review rating versus traditional customer
satisfaction. International Journal of Contemporary Hospitality Management.
Mehmood, A. and Sabeeh, N.U., 2018. Influence of Banking Advertisement of Bank Customer
Satisfaction: An Examination of Pakistani Bank Customers' Choice. Influence of Banking
Advertisement of Bank Customer Satisfaction: An Examination of Pakistani Bank
Customers' Choice (December 9, 2018).
Morris, S. and Snell, S., 2019. How employees can better solve customer problems: a use value
approach to human and social capital. In Handbook of Research on Strategic Human
Capital Resources. Edward Elgar Publishing.
Nambisan, S. and Zahra, S.A., 2016. The role of demand-side narratives in opportunity
formation and enactment. Journal of Business Venturing Insights.5. pp.70-75.
Niedermeier, K.E., Wang, E. and Zhang, X., 2016. The use of social media among business-to-
business sales professionals in china. Journal of research in interactive marketing.10(1).
pp.33-49.
Rao, K.N. and Syed, F., 2019. Building Customer-Centric organizations-An evolving role of HR.
South Asian Journal of Marketing & Management Research. 9(4). pp.35-39.
Reddick, C.G., Chatfield, A.T. and Ojo, A., 2017. A social media text analytics framework for
double-loop learning for citizen-centric public services: A case study of a local
government Facebook use. Government Information Quarterly.34(1). pp.110-125.
Rodriguez, M., Ajjan, H. and Peterson, R.M., 2016. Social media in large sales forces: an
empirical study of the impact of sales process capability and relationship performance.
Journal of Marketing Theory and Practice. 24(3). pp.365-379.
21

Soler-Labajos, N. and Jiménez-Zarco, A.I., 2016. Social CRM: the role of social media in
managing customer relations. In Managing Public Relations and Brand Image through
Social Media (pp. 134-159). IGI Global.
Tseng, M.L and et. al., 2019. Improving sustainable supply chain capabilities using social media
in a decision-making model. Journal of cleaner production.227. pp.700-711.
Vijay, A. and Srivastava, A., 2019. Exploring the Dynamic Linkages between Social Media and
Present Marketing Practices. International Journal on Customer Relations.7(1). p.26.
Zhang, H and et. al., 2019. How social-media-enabled co-creation between customers and the
firm drives business value? The perspective of organizational learning and social Capital.
Information & Management, p.103200.
Zhang, M. and Luo, N., 2016. Understanding relationship benefits from harmonious brand
community on social media. Internet Research.
Online:
EgleSilenaite-Enyed., 2019.Role of social media in hotel industry. [Online]. Available
through:<https://www.sabeeapp.com/blog/role-of-social-media-in-hotel-industry/>.
Peter Roesler., 2015. How social media influences consumer buying decisions?.[Online].
Available through:<https://www.bizjournals.com/bizjournals/how-to/marketing/
2015/05/how-social-media-influences-consumer-buying.html/>.
Ryan derousseau, 2017.8 ways to consumer tastes are changing . [Online]. Available
through:<https://money.usnews.com/investing/articles/2017-02-24/8-ways-consumer-
tastes-are-changing/>.
22