Research Project Assignment - Importance of Social Media Marketing on Promotional Activities

Research Project

Table of Contents
Chapter 1:Introduction.....................................................................................................................1
Overview of research..................................................................................................................1
Rationale for the study................................................................................................................1
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Framework and analysis..............................................................................................................2
Chapter structure.........................................................................................................................3
Chapter 2: Literature Review...........................................................................................................4
Relationship of social media marketing and success of firm......................................................4
Relationship of social media marketing and direct communication...........................................5
Social media marketing and hospitality industry........................................................................5
Chapter 3: Research Methodology...................................................................................................6
Research Type.............................................................................................................................6
Research Design..........................................................................................................................7
Research Approach.....................................................................................................................7
Research Philosophy...................................................................................................................7
Data collection method...............................................................................................................8
Sampling.....................................................................................................................................8
Data Analysis..............................................................................................................................8
Chapter 4: Analysis and Findings ...................................................................................................8
Chapter 5: Recommendations .......................................................................................................19
Chapter 6: Conclusion....................................................................................................................19
REFERENCES..............................................................................................................................21
.......................................................................................................................................................22

Chapter 1:Introduction
Overview of research
Marketing is an essential activity for company to exchange relationship. Mainly, it is a
process of satisfying customers by providing them valuable products and services. The main
advantage of marketing is to promote company and its products in market place. This will create
awareness of the customers towards the products offered by the company. In this context, social
media play a significant duty in building strong relationship with customers by providing them
necessary data about the organization and its offerngs as well. Social media includes various
platform as well as sites such as Facebook, Instagram, Twitter, LinkedIn and many more which
largely used by the people. Now a days, almost each and every person use social media with the
purpose of connecting one person to another (Aichner and Jacob, 2015). This concept also help
business organization to connect with numerous people so that they can easily increase their
performance level at market place. With the use of this, company also take feedback from
customers towards its offerings products through which they improve their product quality and
provide higher satisfaction to customers accordingly. In hospitality sector, social media also
consider as an important aspect through which hotels update their information on online sites. By
this customers easily get necessary information about their services. Social media is a
promotional tool for organization by which firm promote their services top invite large number
of customers over there. Present research is based on the Hilton Hotel, is famous American
hospitality company which provide full hotel services to customers at global level. Company use
social media as a marketing tool to reach large number of customers in order to attain success at
market place.
Rationale for the study
Current study is based on the importance of social media on marketing activities of the
company. Mainly, social media consider as an important activity in promoting services in
market and also grab customers attention. The main reason behind conducting research is to
investigate the facts about the effectiveness of social media. It help Hilton Hotel to promote its
activities in market place with the purpose of enhancing their market share and profitability as
well (Braojos-Gomez, Benitez-Amado and Llorens-Montes, 2015). By carry out the research,
investigator can easily evaluate the main benefits of implementing social media in Hilton Hotel.
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By this company can easily share positive relation with customers and influence them to use its
services again and again. It help in establishing competitive brand image of the company at
market.
Research Aim
“To assess the significance of social media marketing on marketing activities of
organisation- A study on Hilton Hotel”
Research Objectives
 To analyse importance of social media marketing on enhancing promotional activities of
Hilton Hotel.
 To evaluate factors of social media marketing benefiting Hilton Hotel in achieving goals
 To make recommendations on improving social media marketing efforts of Hilton Hotel
Research Questions
 What are the factors of social media marketing which are benefiting Hilton Hotel?
 Do social media marketing is important to Hilton Hotel in marketing of its products and
services?
 What is the relationship among social media marketing and success of firm?
Framework and analysis
It is an important part of the research in which investigator easily gather detailed
information about the topic in order to draw a effectual decision. In this context, researcher use
various tools which help them in collecting information about the importance of social media on
marketing activities of the company. All these can be understood by following points:
Research design: The present research has been undertaken by the descriptive research
which help researcher to gather detailed information about the significant of social media on
marketing activities (Chaffey and Ellis-Chadwick, 2019). This is effective to collect data by
description of population within the study.
Research philosophy: Current research is based on the interpretivism philosophy in which
researcher gather theoretical aspect with the purpose of dealing with the importance of social
media on marketing activities of the company. By this investigator gather accurate information
about the topic.
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Research type: For carry out the research activities, researcher use deductive approach as
it help in analysing the importance of social media on marketing activities of an organization in
order to improve performance level (Chang, Yu and Lu, 2015). With the help of this approach,
accurate data in effective manner.
Research approach: The current research will be based on deductive approach in which
investigator gather data towards the benefits of social media. By this, investigator can easily
gather relevant and accurate information.
Data collection: Current research is based on the both primary and secondary method to
formulate the aim benefits of social media. For gathering primary information, researcher
consider sample of customers whereas secondary data will gathered through various sources like
books, journals, articles and another published sources.
Data analysis: For collecting data for current research, investigator use qualitative
technique in which researcher use thematic analysis to represent their collected data and
information.
Chapter structure
The research activities should be represented in an systematic format as it help in
evaluating the positive outcomes of the research. In this researcher is going to follow the
structure that are underneath:
Chapter 1: Introduction
It is crucial section of the research as it define a brief overview of the study. Along with
this, it also determine the research aims and objectives that attain by the researcher (Daft, 2015).
With the assistance of this investigator can easily take right decisions.
Chapter 2: Literature review
It is the second chapter of research which define the important information related with
the social media on marketing activities. Under this, data is gather from different sources such as
books, journals, articles and another published papers.
Chapter 3: Research Methodology
This section is also play a significant role in gathering relevant data and information.
Mainly, it consist different tools and technique which help investigator to analyse data in order to
produce valid outcomes.
Chapter 4: Data analysis
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This is one of the most crucial section of investigation to analysis the research questions
and objectives (Erevelles, Fukawa and Swayne, 2016). Mainly it provide detail information to
determine the findings. With the assistance of this, investigator can easily present outcomes in an
appropriate way.
Chapter 5: Conclusion and Recommendations
It is last chapter of the research project by which researcher draw a valid conclusion on
the basis of research aim and objectives. Along with this, recommendations is also includes
necessary improvement in current activities which help in developing scope of the project.
Chapter 2: Literature Review
This section play a important role in carry out research activities in systematic manner.
Under this, investigator needs to carry out an in-depth review through which they can easily
attain valuable and accurate outcomes. Mainly, it includes different authors views and opinion
towards the specific research topic that may contribute in accurate information. As it is based on
the research objectives.
Relationship of social media marketing and success of firm
According Wicks, (2015), Social media marketing is popular activity by which company
easily operate their function and promote their activities at market place. In this context, it help
firm in inviting large number of customers by providing them quality services. The main
advantage of using social media marketing is that it save more time which help business
organization to easily achieve target in market place. Along with this, it is also cost saving as
compare to tradition marketing method as it support Hilton Hotel to connect with their potential
customers through internet, Web based tools and so on. All these are directly contribute in
maximizing the profitability level of the company. For effectively understand the relationship of
social media marketing and overall success of company there are some effective points are as
follows:
 Increase website traffic: Social media includes various posts and ads which are the key
ways to drive traffic to organization websites. In this context, Hilton Hotel sharing great
content from their blogs and websites so that customers can easily attracts towards its
services. It may aid in increasing the positive image and customers base as well.
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