Impact of Social Media Marketing on Consumer Decision Making: A Study on Marriott

RESEARCH PROJECT
PROPOSAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Background.............................................................................................................................3
Research aim and objectives..................................................................................................3
Research questions.................................................................................................................4
Rationale.................................................................................................................................4
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................5
TIMEPLAN.....................................................................................................................................6
REFERENCES................................................................................................................................9
Research Ethics approval form......................................................................................................10

INTRODUCTION
Background
In the recent era, there are many changes taking place especially in the technological
sector. Thus, it is very necessary for the company to timely evaluate all the changes taking place
in the market and if relevant then adapt to these changes. The present research will focus on the
use of social media marketing (SMM) in influencing the decision-making of the consumer
(Social media marketing, 2019). In the current working environment, the use of digital marketing
is very common and especially in the field of hospitality. In hospitality sector there are many
companies and high competition is there and to face this the most important thing is the
marketing of the goods and services (Young and et.al., 2018). Also, as there is high competition
it is necessary for the consumer to decide on which hotel to go and this decision is greatly
impacted by marketing by the hotel.
For the present research the use of social media marketing and its impact over the
decision- making process of the consumers will be studies for Marriott hotel. It is one of leading
hotel chain that provides customers with luxurious accommodation services at suitable prices.
The present research will work in direction of investigating the impact of the use of social media
marketing on the decision making of the consumer in relation with Marriott hotel.
Research aim and objectives
Aim
“To assess the influence of social media marketing on customer decision making
pertaining to Marriott.”
Objectives
 To understand the concept of SMM.
 To evaluate the positive and negative impact of use of SMM over decision-making of
consumers.
 To outline the different challenges faced by hotel while adopting digital technology as a
marketing tool. To recommend social media marketing strategies that Marriott can use for influencing
customer decision-making.

Research questions
1. What do you understand by SMM?
2. What are the positive and negative effects of SMM over consumer decision making?
3. What are the challenges of using digital technology as a marketing tool?4. What are some strategies relating to social media for influencing consumer decision
making?
Rationale
The major reason behind selection of use of social media and its impact over the
decision- making process of consumers is the latest development within the technological
environment. Also, the competition is very high and the use of social media will help in
positively influencing the consumer to increase the sales of the company. Another major reason
for the selection of this topic is the personal interest of the researcher as they want to gain
knowledge relating to the impact of the use of social media over consumer decision- making and
profitability of the company.
LITERATURE REVIEW
According to the Young and et.al., (2017) social media marketing refers to the marketing
strategies which is adapted by the companies in respect of building the strong connectivity with
the consumer through promoting their products and services in market. Thus, it considers to be
the powerful tool tools which carries the capability to reach the large number of people and
retain them towards the business through pertaining the innovative ideas.
Djafarova and Rushworth (2017) stated that through the process of SMM it helps in using
the websites or any other platform to promote the company products or services. In respective of
social media platform, it helps companies in tracking the customer interest, taste and culture
regarding preferring the particular products or also examined the demand which is raised
regarding preferring such products. Through these aspects, it also allows the customer to raise
queries regarding the particular products or also give rating after availing such products.
Khatib (2016) suggested that the positive impact which arises through choosing the social
media marketing is that it enhances the branding of the company. As customer are attracted or
prefer such company products which carries the renowned brand name in market or also provide
quality products at reasonable prices. Thus, through the process of social media marketing which
helps consumer in taking the right decision is arises in respect of adapting the effective