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

This research project aims to assess the influence of social media marketing on customer decision making pertaining to Marriott. It will evaluate the positive and negative impact of social media marketing on consumer decision making and outline the challenges faced by hotels while adopting digital technology as a marketing tool. The research will also recommend social media marketing strategies that Marriott can use to influence customer decision making.

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

communication methods or innovative ideas in promoting the business through choosing
attractive advertisement or campaign procedure.
Varkaris and Neuhofer (2017) examined that the negative impact of the social media
marketing through undertaking the decision by consumer is relating to carrying the expensive
procedure. As this is one of the most expensive methods in respect of innovating the technology
on continuous bases. It also results in giving rise to cyber pulling in which the chances of
hacking of information or company details are raised.
As per Ismail (2017) the impact also arise in respect of depression or anxiety regarding
examining the decision of consumer after pertaining to particular products. As the status of the
company and products is depended upon the consumer taste and decision and also the reviews
which they shared after pertaining the particular products.
Stephen (2016) highlights that the challenges which is faced by using the digital
technology is that hiring or recruiting the right employees to attaining the task within the set time
period. As in respect of reaching to large number of people through digital platform, it required
the skilled and trained person to handle the task in right manner. The another challenge which is
faced is relating to data security, as there are more chances of infringement of information which
carries the reputation of hotels in market.
Ramanathan, Subramanian and Parrott (2017) on the other hand through the aspects of
digital technology, the factors are identified in relation to changes in market trends by preferring
more hygienic and eco friendly products. As through digital technology, the latest trends are
examined which reflects the interest and taste of the people towards preferring the hotels
products. For e.g. in case of Marriott hotels, the challenges are undertaken in respect of
conducting the market research regarding examining the taste of the people in their hotels.
RESEARCH METHODOLOGY
Research type- Basically, there are mainly two research type that scholar can select
namely qualitative and quantitative. For the continuation of present research, scholar will use
quantitate research (Hyrich, 2017). This is majorly pertaining to the fact that this type of research
will assist the researcher in enhancing their knowledge relating to the research topic.
Research philosophy- This implies for the belief on basis of which the data is collected,
evaluated and used for the accomplishment of aim & objectives.
Positivism and interpretivism are the main two philosophies that can be undertaken by the

researcher for investigation purpose. For meeting objectives interpretivism philosophy will be
used as this is more suitable with the qualitative research.
Research approach- this is defined as the different plan and procedures which are
includes method of data collection, their analysis and interpretation. This is of two types that is
inductive and deductive (Bryman and Buchanan, 2018). For the accomplishment of current
research, inductive approach will be used as this is based on the observations and theories
relating to the research topic.
Data collection- Specifically, primary and secondary are the main two sources that
researcher can employ for the purpose of data collection. In this, for analysing the impact of
SMM on customer decision making data will be gathered from both primary and secondary
sources. This is because of the fact that primary source will collect first-hand information and
secondary sources will authenticate and validate the primary information.
Sampling- this is defined as the samples which are taken to continue the study for
accomplishing the aims and objectives of the research (Lucas and et.al., 2017). For current study
researcher will use random sampling and will select 20 employees of marketing department and
will ask questions from them in form of questionnaire.
Data analysis- this is defined as analysing and evaluation of the collected data and
interpreting the results thereof. For this current research, researcher will employ thematic
analysis of data. This is pertaining to the fact that thematic analysis includes the use of graphs,
charts and tables which make it more presentable.
Ethical consideration- this includes the principles and considerations which the
researcher needs to consider at time of collecting information (Thomas-Hughes, 2018). The
major ethical consideration is to collect the data from all the reliable and ethical sources.
Research limitation- this refers to as the restriction which are faced by the researcher at
time of the research (Deem, 2016). The major limitation is of the time but then also the
researcher managed to complete the research on time.
TIMEPLAN
The time plan represents a chronological sequence of all the activities which are
undertaken at time of completion of the research (Silverman, 2016).

Activities /
week
1 2 3 4 5 6 7 8 9 10 1
1
Research
topic
selection
Forming of
the aim and
objectives
Analysis of
the literature
Research
methodology
used for
completion
for the
research
Preparation
of the
questionnair
e
Primary data
collection
through

survey
Analysis of
the collected
data
Doing
formatting
and taking
feedback
from tutor
Doing
modification
s and final
submission

REFERENCES
Books and Journals
Bryman, A. and Buchanan, D. A. eds., 2018. Unconventional Methodology in Organization and
Management Research. Oxford University Press.
Deem, R., 2016. Recent Research Evaluations in the UK and Portugal: Methodologies,
Processes, Controversies and Consequences. In Global Challenges, National Initiatives,
and Institutional Responses. (pp. 159-186). Brill Sense.
Djafarova, E. and Rushworth, C., 2017. Exploring the credibility of online celebrities' Instagram
profiles in influencing the purchase decisions of young female users. Computers in Human
Behavior. 68. pp.1-7.
Hyrich, K., 2017. I77. QUALITY VERSUS FRAUD IN CLINICAL RESEARCH: HOW
RESEARCH METHODOLOGY CAN INFLUENCE RESEARCH
CONCLUSIONS. Rheumatology, 56(suppl_2).
Ismail, A. R., 2017. The influence of perceived social media marketing activities on brand
loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of
Marketing and Logistics. 29(1). pp.129-144.
Khatib, F., 2016. The impact of social media characteristics on purchase decision empirical
study of Saudi customers in Aseer Region. International Journal of Business and Social
Science. 7(4). pp.41-50.
Lucas, P. J. and et.al., 2017. Development of an intervention to reduce antibiotic use for
childhood coughs in UK primary care using critical synthesis of multi-method
research. BMC medical research methodology. 17(1). p.175.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management. 37(1). pp.105-123.
Silverman, D. ed., 2016. Qualitative research. Sage.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Thomas-Hughes, H., 2018. Ethical ‘mess’ in co-produced research: reflections from a UK-based
case study. International journal of social research methodology. 21(2). pp.231-242.
Varkaris, E. and Neuhofer, B., 2017. The influence of social media on the consumers’ hotel
decision journey. Journal of Hospitality and Tourism Technology. 8(1). pp.101-118.
Young, C. W. and et.al., 2018. Sustainable retailing–influencing consumer behaviour on food
waste. Business Strategy and the Environment. 27(1). pp.1-15.
Young, W. and et.al., 2017. Can social media be a tool for reducing consumers’ food waste? A
behaviour change experiment by a UK retailer. Resources, Conservation and
Recycling. 117. pp.195-203.
Online:
Social media marketing. 2019. Online. Available through:
<https://blog.hubspot.com/marketing/social-media-marketing>.

Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title:
“To investigate the impact of use of social media marketing over influencing
the decision making of consumers. A study on Marriott.”
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults: 18>
How will participants be recruited (identified an approached)?
Email,Text
Describe the processes you will use to inform participants about what you are doing:
participant are informed either through email
How will you obtain consent from participants? Will this be written? How will it be
made clear to participants that they may withdraw consent to participate at any
time?
Through raising questions. Yes this carries the written format and it is made clear by
signing such document once their reviews are undertaken.
Studies involving questionnaires: will participants be given the option of omitting

questions that do not wish to answer? Yes No
If no please explain why below and ensure that you cover any ethical issues arising
from this
Studies involving observation: Confirm whether participants will be asked for
their informed consent to be observed. Yes No
Will you debrief participants at the end of their participation (i.e give them a brief
explanation of the study)? Yes No
Will participants be given information about the findings of your study?(This could
be a brief summary of your findings in general) Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the
Data Protection Act (1998) Yes No
Who will have access to the data and personal information?
Through laptop
During the research: by collecting the information and protecting in laptops
Where will the data be stored? In pen drive
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research: In pen drive
Where will the data be stored? Hard disk
How long will the data and records be kept for and in what format?
Once the research is conducted
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
No such issues
It is important that you demonstrate your awareness of potential risks that may arise
because of your research. Please consider/address all issues that may apply. Ethical
concerns may include, but are not limited to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity

 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including
transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and
Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with my Unit
Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical
issues that may arise in the course of my research