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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