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Impact of Social Media in Affecting Consumer Choice - Case Study of Marriott Hotel

   

Added on  2020-06-04

38 Pages6448 Words115 Views
RESEARCH PROJECT

Table of ContentsTOPIC OF RESEARCH: TO UNDERSTAND THE IMPACT OF SOCIAL MEDIA INAFFECTING CONSUMER CHOICE- A CASE STUDY OF MARRIOTT HOTEL.- A CASESTUDY OF MARRIOTT HOTEL..................................................................................................1TASK 1............................................................................................................................................11.1 Formulate and record possible research project outline .......................................................11.2 Identify factors that contribute to process of research project selection...............................21.3 Critical review of key references about research topic.........................................................31.4 Research project specification ..............................................................................................41.5 Appropriate plan and procedures for agreed research specification ....................................7TASK 2............................................................................................................................................92.1 (a) What are resources required to carry research ................................................................9(b) Relationship between research resources and research questions.......................................102.2 Proposed research investigation in accordance with agreed specification and procedures102.3 Record and collect required data.........................................................................................12TASK 3..........................................................................................................................................153.1 Appropriate research techniques and which is the best for evaluation...............................153.2 Interpret ad analysis results in term of original research specification ..............................163.3 Recommendations and justification for other research areas..............................................21TASK 4..........................................................................................................................................214.1 Present results and recommendations for presentation to an organisation.........................21REFERENCES..............................................................................................................................28

TOPIC OF RESEARCH: TO UNDERSTAND THE IMPACT OF SOCIALMEDIA IN AFFECTING CONSUMER CHOICE- A CASE STUDY OFMARRIOTT HOTEL. - A CASE STUDY OF MARRIOTT HOTELTASK 11.1 Formulate and record possible research project outline Background about research: Social media is the effective tool of marketing which assists topromote products and services of the organisation. It creates facilities for sharing information,ideas and interests through virtual communities and network. It is the media of collective outlinechannel which is dedicated to community based input, interaction, content sharing andcollaboration. In addition to this, it also assists to identify customer choice through implementdifferent images and pictures on website through other social media strategies. In order to consistpresent report, it is based on Marriott hotel which perform several functions in hospitality sectorof different market (Dessart, Veloutsou and Morgan-Thomas, 2015). It is international hotelwhich perceive operations and functions to determine profitable outcomes in businessenvironment. Organisation for the purpose of this research: Purpose of the present study is to identify effectof social media on consumer choice in respect to Marriott hotel. Every customer demanding forqualitative products and services at low cost. Therefore, social media is an effective platform forthe business unit to collect different type of information regarding customer choice and theirpreferences (Chernev and Blair, 2015). Effectiveness of social media can be addressed throughits performances which signify buyer preference. It also explains factors which can impact oncustomer services that are offered by the firm.Aim:To understand the impact of social media in affecting consumer choice- A case study ofMarriott hotel.Research ObjectivesTo identify concept of social media and customers choice.To analysis factors that affects customer choice through social media.To identify effectiveness of social media in attract customer for Marriott hotel.1

To recommends ways through Marriott hotel can improves their social mediaperformances to enhance customer base. Research questionsResearch questions are classified in the following manner:What is the concept of social media and consumer choice?What are factors that affect customer choice through using social media?How social media is effective to attract customer of Marriott hotel?1.2 Identify factors that contribute to process of research project selectionThere are following factors considered for selection of this topic:Interest: My interest is the first and important factor which assists to analysis impact ofsocial media on consumer choice. I want to gain specific knowledge in marketing of social mediawhich assists for identifying customer preferences in business environment. Benefits: With the help of present study, I have several benefits to assess need andrequirement of customer within the business environment. In order to identify social mediaconcept with effectiveness towards customer, organisation has also several benefits to produceeffective results. Experience: Present study also develops my knowledge and understanding in research.Several strategies which following in research, increasing my skills towards customer and theirpreferences. 2

Explore: With the help of following research, I can explore knowledge and understandingto make effective results in business. It includes positive impact to understand researchobjectives that assists to identify different tools and techniques that useful in study (Kim, Limand Brymer, 2015). Resource availability: I have enough resource to carry present research program inbusiness environment. In this context, enough fund availability, human resource and othermaterial assists to provide good and effective information towards social media and customerchoice.1.3 Critical review of key references about research topicTheme 1: Concept of social media in context of customer choice and preferencesAs per the view of Leung, Bai and Stahura, (2015) social media is the concept ofcooperation in the social sense of mutual benefits exchange that enhances opportunities forincreasing profitable results. It is determined as social exchange that assists to understand,sharing, receiving and recirculating information. There is a billion of customer’s daily usingsocial media such as Facebook, Instagram, You tube, etc. However, Dewan and Ramaprasad,(2014) stated that social media is affects consumers that are belonged from different age rangeand races. It is the easiest way that contains various demographic differences in different3Illustration 1: Factors that contributes in research

customers. Social media tools and techniques demonstrate meaningful description regardingproducts and services of hospitality industry. This is because; it provides information aboutcustomers and their preferences.According to the point of Hildebrand, Häubl and Landwehr (2013), social media givesseveral advantages to customer choice which can be beneficial for assessing needs and demandof customers. With the help of customer experiences, Marriott hotel can improve theirperformances through offers suitable products and services. It is beneficial to take variousinformation regarding customer with different events and seminars. On the other hand, Chungand Koo, (2015) argued that certain operational changes are required to make alteration in socialmedia. This is because; it is the effective channel to communicate changes bout products andservices to each person. New product launch can be made by social media quickly with ascertainmaximum profits and revenue. It is also beneficial to know about more customer choice and theirpreferences to generate ideas. 4

Theme 2: Factors that affects customer choice through social mediaAs per the point of Smith, (2014), social media is very helpful element that improvescustomer services in business unit. With the help of monitoring on social channels, challengescan be highlighted that faced by consumer to access services of the organisation. In respect todevelop effective results and performances, there are six major factors included which affect tocustomer choice in significant manner. As per the point of Ngai, Tao and Moon, (2015) socialmedia is very helpful element that improves customer services in business unit. With the help ofmonitoring on social channels, challenges can be highlighted that faced by consumer to accessservices of the organisation. As we all know, with the development in technology, role ofinternet and social media has come into existence (Ngai, Tao and Moon, 2015). They playsignificant role in attracting customers affecting their buying decisions as well. Nowadays,Facebook, Twitter, YouTube etc., have been commonly used by the businesses that benefits ingrowth and success of the company. Marriott Hotel could also make use of social media platformwhich would assist in presenting consumers about the packages and offerings offered by them.Pictures and videos could also be posted which helps in gaining attraction of the individuals.Factors such as demographics and education directly impacts use of internet within a region. Itcould also be examined what platforms are currently and commonly being used by the targetcustomers so that organisation could also make use of it to remain at top of search beingperformed by the consumers.Aral, Dellarocas and Godes, (2013) states that there are psychological factors as well thataffects preferences and choices made by customers. Strategy could also be framed and used forpromoting business (Aral, Dellarocas and Godes, 2013). Online deals offered to the clients alsocontribute into success of business. 5

Theme 3: Effectiveness of social media in attracting customer for Marriott hotelAccording to the Hollebeek, Glynn and Brodie, (2014), importance of social media hascontinued to grow and has becomes important medium for bushiness promotion along withenhancing productivity of the firm. It is one of the most effective tool that could be utilized forcommunication and interaction with clients. For Marriott hotel as well, it could prove to bebeneficial for making benefits and holding customers with the brand (Hollebeek, Glynn andBrodie, 2014). Continuous offers could be presented to the consumers so that they could alwaysmake preferences of your hotel along with discount coupons and vouchers.Nowadays, to search anything about any place, hotel, food etc., social media is utilizedby people that also make them understand about the reviews and ratings of it. It is criticallyevaluated that social media is one of the fastest growing platform in the field of marketing whichcould be utilized by the owners with the aim of attracting new services users towards the brand.It also makes available an opportunity for the Hotels to establish themselves in the marketplace.It should also be ensured that you promotional and marketing strategy should target specifiedaudience otherwise it would just be a waste of time and money. Uniqueness in the servicesoffered by the Marriott Hotel would also tend to attract lot of customers. It is always preferred bythe consumers that their wish-list gets fulfilled and they get exactly what they expect.According to the Gensler and Wiertz, (2013), social media is one of the contributingfactor in business expansion providing improved communication with customers. Thus, productsand services could be promoted by them which helps in improving image of the brand (Genslerand Wiertz, 2013).Theme 4: Ways through Marriot hotel can improve their social media performances toenhance customer base Social media has power and potential to increase customer involvement in enhancingproductivity of the venture. Few ways that could be adopted by Marriott Hotel to improvenumber of customers through social media are discussed below:Ashley and Tuten, (2015) states that posts made by the Hotel on the social media shouldbe eye catchy. Funny and witty quotes could be used by the firm to make users click thepost and see the page.6

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