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

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.