Impact of Social Media Marketing on Customer Decision Making in the Hospitality Sector: A Study on Hilton

This research proposal aims to assess the impact of social media marketing on customer decision making in the context of the hospitality sector, specifically focusing on Hilton. The study will analyze the factors that influence customer decision making in the hospitality sector and evaluate the influence of social media marketing on Hilton's customer decision making. The research will recommend strategies for social media marketing that positively impact customer decision making.

Research Project Proposal

Topic: To assess the impact of social media marketing (SMM) on customer decision
making in the context of hospitality sector: A study on Hilton
INTRODUCTION
Background of the study
In the recent era, UK hospitality sector is growing with the very high pace which
contributes in the economic growth and development significantly. As hospitality industry of
UK is marked as the third biggest employer which provides personnel with several
employment opportunities. With the rise in technological advancement now companies are
placing advertisements on social networking sites namely Facebook, Instagram, Twitter.
SMM may be defined as a strategy which enables firm in relation to grabbing opportunity
pertaining to sales enhancement and brand awareness (Bateman and et.al., 2019). Moreover,
by giving advertisements on social sites customers can target customers reside at global level.
For the current proposal Hilton has been selected which offers luxurious and high quality
accommodation services to the customers at affordable prices. This research proposal will
shed light on the research tools and technique that can be used for analyzing issue. Besides
this, research will highlight timeframe within which investigation will be completed.
Research aim and objectives
Aim
The aim of current investigation is to ascertain the extent to which social media
marketing has an impact on decision making aspect of Hilton’s customers.
Objectives
By taking into account above aim following objectives have been drafted:
 To develop understanding about the concept of social media marketing.
 To analyze factors that impact decision making aspects of customers within
hospitality sector.
 To assess the influence of SMM on Hilton’s customer decision making.
 To recommend strategies pertaining to SMM that positively impacts customer
decision making.

Research questions
Q.1 What is SMM as well as its benefits and drawbacks?
Q.2 Which factors influence customer decision making with regards to hospitality sector?
Q.3 What is the extent to which SMM influences Hilton’s customer decision making?
Rationale of the study
The main reason for doing this research is to analyze how customer’s decision making
within Hilton can be influenced using SMM. This in turn recognized as research issue
because now a days each company is involved in social media marketing for attracting
customers. It is an issue now because in the case of SMM customers do comments in both
positive and negative manner. Thus, through thematic perception test technique research
could shed light on the level to which SMM affects customer decision making.
LITERATURE REVIEW
According to the views of Shareef and et.al., (2019) SMM implies for the usage of
platforms like Twitter, Facebook and Instagram. This is used by the firm with a motive to
develop connection of audience with brand and thereby boosts sales level. In the recent era,
use of social networking sites for marketing purpose has increased significantly. Iankova and
et.al., (2019) presented SMM as a modern marketing tool which assists in reaching customers
situated around the globe. In other words, by giving advertisements on social sites company
can target customers globally. AlAwadhi and Al-Daihani (2019) identified in their study that
there are several factors which in turn influences customer decision making with respect to
hospitality sector. This in turn includes quality, ambience, uniqueness, luxury etc. Harb and
et.al., (2019) assessed that main factors which in turn have impact on customer decision
making contains economic, functional, marketing mix, personal, social, psychological,
cultural. According to this, at the time of decision making customer considers several aspects
like lifestyle, beliefs and attitudes etc.
Prasad and Saigal (2019) presented their views that SMM plays a vital role in tourism
and hotel sector. Moreover, SMM provides both existing and potential customers with
updated information about hotel unit. In other words, for attracting and building customers
now companies give advertisement about its luxury rooms as well as packages along with
images. This in turn helps in influencing customers towards accommodation services offering

by hotel units. However, on the critical note Coates and et.al., (2019) argued that some
customers also do negative comments on social media in the case of dissatisfactory services.
Due to this, decision making of other customer affected adversely. Author investigated that
SMM enables business units to get immediate feedback from client. In this way, SMM offers
opportunity to hotel units in relation to influencing customers by providing satisfactory
replies for the queries or issue. Olbrich, Schultz and Bormann (2019) said that now before
taking decision about accommodation services now customers do evaluation of reviews
presented by varied customers. In this regard, negative comment sof customers affects
negatively both existing and potential customers.
RESEARCH METHODOLOGY
Research type
Types of research can be distinguished in terms of qualitative and quantitative
(Kumar, 2019). For assessing the impact of SMM on customer decision making qualitative
research type will be chosen. Moreover, aspects regarding SMM and customer decision
making are theoretical which in turn can be addressed through qualitative investigation.
Research approach
In order to evaluate the impact of SMM on Hilton’s customer decision inductive
approach will be applied. This approach assists in analyzing and making assessment of
qualitative study effectually.
Research philosophy
There are mainly two types of philosophies which used in research such as
interpretivism and positivism (Quinlan and et.al., 2019). For the present study, interpretivism
philosophy will be used for evaluating qualitative data pertaining to SMM.
Data collection
For addressing research objectives data will be gathered from both the sources such as
primary and secondary. For primary research, survey will be conducted on 30 customers of
Hilton through the means of questionnaire. Further, previous or past studies pertaining to
SMM will be assessed for developing brief thesis.

Sampling
For the purpose of survey, scholar is required to select appropriate sample so that
suitable outcome can be derived (Snyder, 2019). Thus, for the purpose of survey 30
customers of Hilton have been selected referring purposive sampling technique.
Data analysis
For analyzing responses collected from survey researcher will employ thematic
perception test technique. This technique is selected because it helps in analyzing qualitative
data effectually (Silverman, 2016). Accordingly, by taking into consideration responses
several themes will be prepared.
Reliability and validity
For ensuring validity aspects research papers or articles that published after the period
of 2010 will be considered. Along with this, considering research topic articles will be
selected which in turn shows that research is valid. Further, by taking into account copyright
protected sources secondary data will be collected which presents reliability aspects.
Research imitations
Time, money and unavailability of sources are recognized as main limitations that
associated with current study. Due to having limited time frame and money quantitative tool
such as SPSS has not been selected. However, for avoiding such limitation thematic analysis
will be done. Moreover, current issue is related to qualitative aspects so that technique
considered as suitable. Further, using keywords scholarly articles will be assessed or selected
which also helps in resolving issue related to unavailability of sources.
Ethical consideration
In order to comply with ethical aspects consent forms will be sent to the respondents
selected for survey purpose. This in turn shows willing participation of respondents in survey.
Further, reference list will be added at the end of report which exhibits that work not copied
from somewhere.
TIMELINE
Activities 1 2 3 4 5 6 7 8 9 10 11 12

Research topic
selection
Developing
research
objectives and
questions
according to
topic
Drafting brief
research
proposal
Analyzing
secondary
sources for
developing
brief thesis
Selection and
assessment of
research
methods
Drafting
questionnaire
referring both
open and close
ended question
Collection of
primary data
through
questionnaire

Collating and
analyzing
gathered data
set
Giving
conclusion
Recommending
solution for
growth as per
the issue
assessed
Arranging file
in a structured
format
Consulting
with tutor
about study and
outcome
derived
Modifying
existing study
as per
comments
given by tutor
Submission

REFERENCES
Books and Journals
AlAwadhi, S. and Al-Daihani, S. M., 2019. Marketing academic library information services
using social media. Library Management. 40(3/4). pp.228-239.
Bateman, P. J. and et.al., 2019. Social marketing: lessons for managing social media
initiatives. Marketing. 7. p.3.
Coates, A. E. and et.al., 2019. Social Media Influencer Marketing and Children’s Food
Intake: A Randomized Trial. Pediatrics. 143(4). p.e20182554.
Harb, A. A. and et.al., 2019. Social media as a marketing tool for events. Journal of
Hospitality and Tourism Technology. 10(1). pp.28-44.
Iankova, S. and et.al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management. 81. pp.169-179.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Olbrich, R., Schultz, C. D. and Bormann, P. M., 2019. The effect of social media and
advertising activities on affiliate marketing. International Journal of Internet Marketing
and Advertising. 13(1). pp.47-72.
Prasad, P. and Saigal, P., 2019. Social Media Marketing: Tools and Techniques.
In Application of Gaming in New Media Marketing (pp. 202-214). IGI Global.
Quinlan, C. and et.al., 2019. Business research methods. South Western Cengage.
Shareef, M. A. and et.al., 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services. 46. pp.58-69.
Silverman, D. ed., 2016. Qualitative research. Sage.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of Business Research. 104. pp.333-339.