research project

Research Project

Title: “To ascertain the importance of social media networking and its impact on
performance of the company. A study on Hilton Hotel.”
Chapter 1: INTRODUCTION
Overview of research:
In modern scenario, social media related to internet site and application make to permit
people to communicate, share content speedily. Number of people think that social media is a
apps on their smartphone but the reality is, this is consider as a communication tool that allow
people to connect with each others. Along with this, it is also related with mutual computer
mediated technology that help in creating as well as sharing ideas, career interests through
realistic communities and networks. In organisational context, social media is refers to a
merchandising way through which company boost their services for creating awareness in the
market place (De Vries and Carlson, 2014). It includes various social media instrument like
Facebook, Instagram, Twitter, YouTube and many more which may help in interacting with
consumers to keep them alert about company services. Furthermore, it also encourage customers
to buy company products which may influence profitability of organisation. Current research is
based on Hilton hotel, is a global brand of full services hotel and resorts to customers worldwide.
It is an American multinational hospitality company that focus on serving quality services to
number of consumers to attain their satisfaction. This research going to discuss about research
aims an objectives on which whole study provide support to effectively investigate and
undertaking literature review to develop an appropriate theoretical framework. Furthermore,
research methodology will also assist in providing better direction to investigate research in right
direction. By this, investigator can easily analyse data by carry out survey to collection valid data
about the research topic.
Background of Research
Social media show a important part in enhancing overall performance of firm by
promoting its services in wider market. It create awareness of people and also motivate them to
buy its services to satisfy their needs. This is the main reason that social media assist
organisation to develop optimistic performance in market. Hilton hotel is a famous and leading
hospitality industry operate in UK for capturing market share (Dou, Zhu and Sarkis, 2014).
Company use social media networking for promote its services by positing valid and authentic
information about its services and products as well. Along with this, it also help customers to
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booking in quick and real time. This will improve their satisfaction level and also keep them
happy so that they visit again and again.
Purpose of research:
The important intent of carry out this investigation to effectively understand how social
media is crucial for company in rising its performance. By this research improve skills and
knowledge about the social media and its value for enterprise and profitability as well (Felix,
Rauschnabel and Hinsch, 2017). Along with this, it also determine the effectualness of social
media for company and how it help organisation to enhance productivity level in market. Mainly,
researcher wants to explore their ideas and knowledge towards the social media networking that
assist them in proving path to gain effective skills and at the same time also develop own ability
to execute or perform similar task in specified research area. This will help them in attaining
optimistic results in the research.
Research aim:
“To ascertain the importance of social media networking and its impact on performance
of the company. A study on Hilton Hotel.”
Research objectives:
 To define the idea of social media networking.
 To examine the significance of social media networking for Hilton hotel.
 To evaluate the issues faced by Hilton hotel while utilise social media networking.
Research questions:
 To define the idea of social media networking?
 To examine the significance of social media networking for Hilton hotel?
 To evaluate the issues faced by Hilton hotel while utilise social media networking?
Chapter 2: RESEARCH METHODOLOGY
Concept of social media networking
According to Kim, Lim and Brymer, (2015), social media is consider as an online
platform which used by individual to create relations with others. Mainly, it is distributed across
different computer networks that can incorporate a range of information and effective
communication tool to share positive relation. Along with this, it also includes different sites like
Facebook, Instagram, Twitter and many more that help in sharing ideas, videos to inform others.
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In organisational context, it is consider as an important tool that assist business organisation to
promote services in front of customers. By this customers get aware about its services and also
influenced to consumed. Furthermore, company used this activity as a marketing techniques to
make customers aware and also keep better connection with their target audiences. By this,
company may hold customers for longer period of time. By using social media, organization
chance to create their strong brand presence by communicating with their consumers via online
platform. This may provide opportunity to grow the business and at the same time also expand
their online community to win potential customers. It may immediately impart in generating
market share as compare to its competitors at market.
Significance of social media networking for Hilton hotel
According to Schmin, (2018), social media networking is primary part of organization
and its marketing strategy as well as it help in connecting with new and potential customers to
make brand image ore agonistic at market. By using social media tool, organisation provide all
the necessary message to the customers towards company services that put positive impact in
accomplishing competitive edge at market place. In the whole world, more than billion people
using social media for connecting with each other. This is the reason that company use this
platform to increase their sales and customers. As, there are advantages of social media for
Hilton hotel are as follows:
Build awareness: The primary benefit of adopting social media is to create knowingness
in market place that help them in attracting number of customers about its services offered to the
customers. Along with this, it also boosts organisational visibility among all the potential
customers. This will improve the profitability at market and also established competitive brand
image.
Encourage engagement: Social media channels evolve new features that invite
customers as per continuous basis by positing attractive videos and stories. By this, number of
customers will influences and encourage to consume company services according to their
requirements. It assist in heighten the gainfulness at market.
Challenges faced by Hilton hotel while implementing social media networking
According to Kumar and et. al., (2016), utilizing social media in organisation is not
casual as it develop different issues in-front of company and customers as well this may reduce
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the positive brand image at media. Thus, it is significant for organization to examine all the
activities of social media before implementing within the organization.
Consistency and storytelling: Under this type of challenge organisation fail in
evaluating customers issues and at the same time also spend most of time in promoting their
images. This may negatively impact on the customers mind towards its offerings. Thus, it is
important for company to make sure that all the content is relevant and valuable state that help in
improving customers base within the company.
Time consuming: Some time implementing social media take more time in positing
videos and picture to promote its services. This may create negative impact at the time of
consuming its products. By this customers get dissatisfied towards the company and its services
as well.
Chapter 3: RESEARCH METHODOLOGY
Type of investigation: Investigation is of two types: primary and secondary. On one
hand, primary investigation is comprises of gathering data and information through primary
sources such as collecting data from people, respondents etc., and secondary research comes
using books , journals etc. (Yeboah and Ewur, 2014). For purpose of this research study, primary
research will be utilises to gather information based topic of social media advertising and makes
valid conclusion out of given topic.
Research Approach: Inductive and deductive are two given approaches used by the
researcher to gather quality as well as in-depth information. In this study, inductive research
approach will be more applicable, as it would be helpful for an investigator to collect correct data
about the topic to attain positive outcomes for further research.
Research Philosophy: This approach consists of two types of researcher philosophy such
as interpretivism & positivism (Tucker, 2014). In this research study, interpretivism philosophy
will be applicable which would be helpful in data collection or information effectively. Other
hand, positivism philosophy will not be applicable to carry on research activity in the organized
manner.
Research design: This is define as an appropriate plan for conducting investigation or a
specification for an effective organising of this research project. It helps to provide most
necessary plan of the procedures that should be used to analyse information (Trainor and et. al.,
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2014) . Research design is mainly comprises of three types, including, descriptive, exploratory,
and experimental. For this research, descriptive design is appropriate which provide in-depth
data to take positive outcomes.
Data collection tools: Data collection tools are mainly comprises of collecting any
information using well structured tools such as questionnaire etc. For this research, interview
questionnaire will be suitable option to collect accurate information on topic of this research.
Questionnaire will be made using research on information and current trends running in social
media sector. Using structured questionnaire, interview will be conducted using simple random
sampling and targeting respondents who will respond to question in the defined manner.
Chapter 4: DATA ANALYSIS
Questionnaire
Name:
Age:
Contact No.:
Email address:
Q1) Do you have any idea about social media?
a) Yes
b) No
Q2) Is social media networking create awareness in market?
a) Yes
b) No
Q3) What is the purpose of adopting social media in Hilton hotel?
a) For connecting with people
b) For making brand image competitive
c) For attaining higher customers satisfaction
Q4) Is social media provide support to organisation to link up with large number of
customers?
a) Yes
b) No
Q5) What are the main significance of social media networking for Hilton hotel?
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a) Build awareness
b) Boost sales
c) Build positive relation
Q6) What are the important tools of social media used by Hilton hotel to serve their
services?
a) Facebook
b) Instagram
c) Twitter
Q7) Is social media consider as a marketing tool for Hilton hotel?
a) Yes
b) No
Q8) What are the challenges faced by Hilton hotel at the time of using social media?
a) Consistency and storytelling
b) Time consuming
c) Failing at resolving customers issues
Q9) As per your point of view, social media networking provide support in enhancing
performance of the company?
a) Yes
b) No
Q10) Recommended ways by which Hilton hotel improve their performance by using
social media networking.
Data interpretation
Questionnaire
Q1) Do you have any idea about social media? Frequency
a) Yes 30
b) No 10
Q2) Is social media networking create awareness in market? Frequency
a) Yes 25
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b) No 15
Q3) What is the purpose of adopting social media in Hilton hotel? Frequency
a) For connecting with people 20
b) For making brand image competitive 10
c) For attaining higher customers satisfaction 10
Q4) Is social media provide support to organisation to link up with
large number of customers?
Frequency
a) Yes 30
b) No 10
Q5) What are the main significance of social media networking for
Hilton hotel?
Frequency
a) Build awareness 20
b) Boost sales 10
c) Build positive relation 10
Q6) What are the important tools of social media used by Hilton hotel
to serve their services?
Frequency
a) Facebook 15
b) Instagram 15
c) Twitter 10
Q7) Is social media consider as a marketing tool for Hilton hotel? Frequency
a) Yes 25
b) No 15
Q8) What are the challenges faced by Hilton hotel at the time of using
social media?
Frequency
a) Consistency and storytelling 15
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b) Time consuming 15
c) Failing at resolving customers issues 10
Q9) As per your point of view, social media networking provide
support in enhancing performance of the company?
Frequency
a) Yes 30
b) No 10
Theme 1: Idea about social media.
Q1) Do you have any idea about social media? Frequency
a) Yes 30
b) No 10
Interpretation: Social media play a vital part in organisation as it assist in raising knowingness
of the consumers in-front of products. It improve execution of the organization at industry and
also create positive image at market. As per 30 participants, they have idea about the social
8
30
10
a) Yes
b) No

media and its powerfulness for the enterprise. 10 individuals does not have proper knowledge
about social media and its importance for company.
Theme 2: Social media networking create awareness in market.
Q2) Is social media networking create awareness in market? Frequency
a) Yes 25
b) No 15
Interpretation: One the main intent of social media is to link up people with each other for
sharing their views and opinion. It also help in creasing awareness in market place about
company products. By this organisation can make their positive image sin customers mind and
also motivate them to buy its services to satisfy their needs. In this, 25 out of 40 responsive share
their ideas that social media help in promoting services to build better awareness which may help
them in creating agonistic image at market. Furthermore, 15 individuals think that it social media
does not create awareness.
Theme 3: For connecting with people is the main purpose of adopting social media in
Hilton hotel.
Q3) What is the purpose of adopting social media in Hilton hotel? Frequency
9
25
15
a) Yes
b) No

a) For connecting with people 20
b) For making brand image competitive 10
c) For attaining higher customers satisfaction 10
Interpretation: According to the description of chart, it can be examined that, various purpose
of using social media within the company that help them in enhancing their performance. As
social media impart in improving performance and attaining success at competitive market place.
As per 20 answerer, social media help in connecting with number of people to established their
competitive image. Apart from this, 10 responder said that firm use social media for making
brand image more competitive. Furthermore, 10 participants are said that the main intention of
implementing social media is to attain higher customers satisfaction in market. It help in
generating larger profitability at wider market place.
Theme 4: Social media help organisation to connect with large number of customers.
Q4) Is social media provide support to organisation to link up with
large number of customers?
Frequency
a) Yes 30
10
20
10
10
a) For connecting with
people
b) For making brand image
competitive
c) For attaining higher
customers satisfaction

b) No 10
Interpretation: According to above discussed graph it can be examined that social media is a
famous and highly used by people to exchange their ideas with another person for connecting
with them. In this, 30 participants think that social media support business to link up with their
customers and keep them satisfied. This will create positive image of the company in customers
mind. Furthermore, 10 individuals said that sometime social media does not link up with large
number people because it may create issues related with customers dissatisfaction.
Theme 5: Build awareness is the main significance of social media networking for Hilton
hotel.
Q5) What are the main significance of social media networking for
Hilton hotel?
Frequency
a) Build awareness 20
b) Boost sales 10
c) Build positive relation 10
11
30
10
a) Yes
b) No

Interpretation: In business organisation, social media is an activity that provide various benefits
to company for making whole performance positive and competitive as well. By using social
media tool company generate larger profitability by promoting as well as advertising their
products and services. In this, 20 respondents said that social media beneficial for company in
building knowingness. Apart from this, 10 respondents said that it assist in attracting more and
more customers towards its content that may support in boosting the company sales and
profitability as well. On the other hand, 10 participants said that social media directly assist in
building positive relation with number of customers.
Theme 6: Type of social media tool used by Hilton hotel to serve their services.
Q6) What are the important tools of social media used by Hilton hotel
to serve their services?
Frequency
a) Facebook 15
b) Instagram 15
c) Twitter 10
12
20
10
10
a) Build awareness
b) Boost sales
c) Build positive relation

Interpretation: There are different social media tool used by company to promote their services
and providing all the necessary information about the organisation and its services as well. This
may encourage customers to purchase its services. In this regard, 15 people think that Facebook
is an one of the important tool by which organization and customers can easily communicate
with each other. In addition of this, 15 participants think that Instagram is more appropriate that
help in giving information to the customers about brand. Apart from this, 10 respondents said
that Twitter is effectual to promote organisation activities and services that offered to the
customers.
Theme 7: Social media consider as a marketing tool for Hilton hotel.
Q7) Is social media consider as a marketing tool for Hilton hotel? Frequency
a) Yes 25
b) No 15
13
15
15
10
a) Facebook
b) Instagram
c) Twitter

Interpretation: As per above mentioned chart it can be evaluated that social media show a
important role in developing awareness in market place. As it is also used as a marketing tool
through which company encourage their activities in market for accomplishing competitive edge
at competitive market. By this, company easily understand their audiences and organisation also
come up with innovative ways to make them impressing and differentiate from its competitors.
Furthermore, 25 participants think that social media is a marketing tool that assist in building
positive brand image. Apart from this, 15 people does not have any idea about this theme.
Theme 8: Challenges faced by Hilton hotel while using social media.
Q8) What are the challenges faced by Hilton hotel at the time of using
social media?
Frequency
a) Consistency and storytelling 15
b) Time consuming 15
c) Failing at resolving customers issues 10
14
25
15
a) Yes
b) No

Interpretation: As per discussed chart it can be examined that, different challenges are there
that occur in company while using social media within the activities. In this 15 out of 40
respondents think that consistency and storytelling is the major challenge because company
forget to storify the issue of customers and also spend more time in promoting themselves.
furthermore, 15 people are think that social media is time consuming that may crate issue in front
of customers that make them dissatisfied with its services. Apart from this, 10 participants think
that some time social media networkings may fail in resolving customers issues within the
company and its activities as well. This will adversely impact on the overall performance of the
organisation.
Theme 9: Social media networking improve performance of the company.
Q9) As per your point of view, social media networking provide
support in enhancing performance of the company?
Frequency
a) Yes 30
b) No 10
15
15
15
10
a) Consistency and
storytelling
b) Time consuming
c) Failing at resolving
customers issues

Interpretation: As per discussed chart it has been summarised that, social media networking is
an effectual activity for business organisation to devising their performance more competitive at
industry and customers mind also. Through this, company can invite more and more customers.
In this, 30 out of 40 responsive aid that social media networking aid in improving the
performance by keeping customers base strong. 10 respondents are not favour within this theme
as sometime it create issue in-front of company and customers as well that put their negative
impact on the productivity of organization at global market.
Chapter 5: CONCLUSION AND RECOMMENDATIONS
Recommendation
As per whole discussion of research project it can suggested that social media show a
crucial duty in organisation to building competitive image at market. Furthermore, it is also
beneficial in attracting more and more customers in company products and services to provide
them better satisfaction. It contribute in heighten performance of the organization. Company
should utilization effective social media tools to encourage its necessary information to the
customers. Furthermore, organisation needs to use social media as a marketing tool by which
company build positive knowingness in customers mind that directly contribute in accomplishing
all the market targets. Furthermore, company needs to convey information to their customers
through online platform to make them aware about all the business activities and its products as
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30
10
a) Yes
b) No

well. This will assist in accomplishing agonistic brand in market place. For attaining higher
success, company should analysis the market trends and strategies used by company to acquiring
huge market share from its competitors.
Conclusion
Through research it is completed that social media is an activity that used by company to
promote their brand image and at also influence their customers to buy company products. It aid
in boosting sales and profitability level of the organisation. Along with this, the main aim of
using social media is to keep customers aware about company offerings so that company can
satisfy consumers needs after consuming its services. Along with this, different benefits are also
there like building awareness, creating positive relation, boost company sales and many more are
help Hilton hotel to create their competitive image at market. It also assist in attractive customers
towards its services that help in making strong customers base. Furthermore, It is also important
for customers to analyse all the challenges that occur while using social media by which they
easily reduce the negative impact on the organisation performance and productivity as well.
Furthermore, the primary intention of using social media is to connecting with customers and
making them update about company offerings. All these are help in rising performance of the
company at market place and also beneficial in capturing competitive edge from its rivals.
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REFERENCES
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Online
Schmin, V., 2018. Why Social Media Is Important for Business Marketing. [Online]. Available
through:<https://marketinginsidergroup.com/content-marketing/why-social-media-is-
important-for-business-marketing/>.
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