Importance of Social Media in Business Growth and Success - Case Study

Research Projects

Table of Contents
TITLE: ............................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
Background.............................................................................................................................1
Statement of research problem...............................................................................................1
Research aim..........................................................................................................................1
Objective of research..............................................................................................................1
Research Questions................................................................................................................2
Purpose and scope of research ...............................................................................................2
Rationale for selection of topic...............................................................................................2
Research specification............................................................................................................2
Research Time Line................................................................................................................3
Gantt chart..............................................................................................................................3
Work Breakdown Structure....................................................................................................4
Chapter 2: Literature Review...........................................................................................................4
Concept of social media.........................................................................................................4
Various elements which contributes in business growth of Wagamama restaurant..............5
Role of social media in business growth of Premier Inn........................................................5
Chapter 3: Research Methodology...................................................................................................5
Research design ..............................................................................................................................5
Research approach...........................................................................................................................6
Deductive Researcher Approach............................................................................................6
Inductive Researcher Approach.............................................................................................6
Data collection.................................................................................................................................6
Primary data ...........................................................................................................................6
Secondary data........................................................................................................................6
Questionnaire...................................................................................................................................7
Sample Size......................................................................................................................................7

Data Analysis...................................................................................................................................7
Qualitative research................................................................................................................7
Quantitative research..............................................................................................................7
Chapter 4: Data Findings, Analysis and Discussion......................................................................11
Chapter 5: Conclusion, Recommendations and Reflection...........................................................18
Reflection.............................................................................................................................18
Recommendations................................................................................................................18
Conclusion............................................................................................................................18
REFERENCES..............................................................................................................................20
Books and Journals...............................................................................................................20

TITLE:
“To determine the importance of social media in order to enhance business growth and
success ” A case study on Premier Inn.
Chapter 1: Introduction
Background
Social media is the process of interaction between computer and technologies that always
develop and prepare the sharing of information, unique ideas and different kind of networks
which is used by people in order to learn something for the particular subjects. According to this,
it is a tool and technique of marketing by which any business can easily achieve their goals and
objectives in a proper way (Ahmad, Musa, 2016). This present study is based on Premier Inn
hotel which is the British hotel and UK's largest hotel brand with 73,000 rooms. Along with this
its operates their hotels in different locations in order to satisfying customer's desires in a proper
way.
Statement of research problem
According to the present scenario, Premier Inn hotel facing various sort of challenges so
that its heavily negative impact on their sales and higher revenue. In order to improve this
situation the marketing manager as well as higher authorities required to take appropriate
decision for conducting the research (Anitha, 2016). Therefore, the main purpose of this research
is to make their potential customers in order to achieve lots of success by using social media
channels in a proper way.
Research aim
The research aim for the current study is “To determine the importance of social media in
order to enhance business growth and success ” A case study on Premier Inn
Objective of research
 To understand the concept of social media.
 To assess the role of social media in success of Premier Inn hotel.
 To identify various factors which are helpful in enhancing business growth and success
of Premier Inn hotel.
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Research Questions
 What do you mean by social media?
 What is the role of social media in success of Premier Inn hotel?
 How to identify various factors which are helpful in enhancing business growth and
success of Premier Inn hotel.
Purpose and scope of research
The main purpose of this research beyond conducting the lots of investigation is to
enhance their marketing sales and achieve competitive advantages by using the social media
channels (Berger, 2015). Herein, marketing managers are needed to maximise their sales revenue
as well as knowledgable skills by which they can effectively use of social media and also able to
achieve their potential customers in their desirable way. With the help of this they can perform
well and manages their business function properly. In reference to the respective hotel, they have
main aim to achieve their proper goals and objectives in which manager of that industry increase
knowledge and skills to their employees in relation with hospitality industry. At last it will affect
sales and profit of this organisation as well as enhance the success of business in a systematic
manner.
Rationale for selection of topic
This one of the most necessary reason in order to behind selecting the appropriate topic
for conducting the research for enhancing the knowledge in relation with hospitality industry so
that they can make loyal customers for long period of time. Due to the choosing topic for
research, lots of staff members and employees are able to interact with every customers within
the Premier Inn hotel. With the help of this company can easily maximise the development of
growth within the marketplace along with this it will also increase profit of this selected
hospitality industry.
Research specification
The investigation of research mainly includes in the different number of sub sections
which will helpful for achieving the appropriate and effective results in a proper manner. At the
first stage of this, generally it covers normal information about the investigation of background
after that it will discuss about the few questions and objectives of the research (Bowie, Buttle,
Brookes, 2016). After doing all these things it will includes in the literature review as well as
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proper description of research. The participation of various authors have been developed and
included in the research questions. At last, briefly information of research methodology which is
used by the researcher have been also includes in this case study (Eriksson and Kovalainen,
2015). Wherein, current study includes in explanation about the resources and timescale as well
which is also used by the investigators for conducting research in an effective manner.
Research Time Line
Gantt chart
It is a sort of bar chart, which is generally used to make effective and attractive projects
of the company, in which they mainly fix the time duration of projects with the help of using
Gantt-chart. Therefore, this is the most useful and effective aspect for project when it will start
and what is its last date as well as ending date. That's why it is much helpful in order to show the
proper time duration of specific project in an effective way.
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Work Breakdown Structure
WBS specially designed and prepared for the project management. By using this
structure, researcher mainly decide their needs and requirement as well as time duration of their
project. This is very much important for every projects as its helps to make easy project for the
management so that they can easily achieve their target by using this scenario. But most of the
time it is useful for large projects as well as it is also based on the project data, product
specifications and better services (Brannen, 2017). Therefore, this is very useful for each
company in order to make and attractive plan in an appropriate manner.
Chapter 2: Literature Review
Concept of social media
As per the thought of Bresler and Stake, (2017) social media has been considered as a
marketing tool used by large number of organizations so that they can promote goods and
services effectively. It is the concept developed for creating brand awareness among individuals
in an attractive manner as well as to interact with their customers in easier method. It is the
concept adopted by large number of organizations in order to communicate with their customers
and create brand awareness among customers. In addition to this, it has also been identifies that
with the help of social media tool, company will enhance its profitability as well as growth rate
at the market place. Therefore, it has been clearly identified that with the help of social media,
company leads to develop their overall growth and attain competitive advantages.
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Various elements which contributes in business growth of Wagamama restaurant
On the basis of perception of Dwivedi, Kapoor and Chen, (2015) there are ample number
of factors which affects the growth and success of the organization. Some of these factors
includes effective decision making, leadership, proper communication with employees, attractive
marketing techniques and many more. With the help of marketing tools and effective customer
services helps in enhancing the business growth. In addition to this, leadership is the method
with the help of which hotel industry can enhance its overall growth and success at the
competitive marketplace. Along with this, effective communication between employees and
employers can leads to enhance the performance as well as efficiency of the company. If the
managers can effectively communicate rules and responsibilities to their staff members, it will
increase the production level and reduce the wastage of resources. Therefore, it can be identified
that with the help of all these factors along with social media, hospitality industry can enhance
their growth.
Role of social media in business growth of Premier Inn
As per the views of Fletcher, (2017) there are various roles of social media, in the growth
of business. With the help of social media, organization can enhance the brand image as well as
generate brand awareness among the employees. For instance, management team of Premier Inn
adopts social media platform in order to raise the success rate of the hotel in the market place.
Company will be able to provide attract offers, provide high quality services and create brand
awareness among the customers. As a result, it can be identified that social media plays very
important role in order to enhance the growth rate and increase the success of hospitality sector
in an effective manner.
Chapter 3: Research Methodology
Research design
It is the process of gathering, analysing and collecting appropriate data in order to
examine the variable specified in the research. On the other hand, it is also known as the blue
print for analysing the data (Flick, 2015). Further it helps to making better decision about which
kind of data is valid, what to study, methods of data collection, identifying the data as well as
research design. As per the briefly explanation, research design is the process of making proper
and effective plan with appropriate information and tools and strategies, so that it is much time
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consuming and shows the budget of cost. Therefore, it is much effective and good practice for
collecting data.
Research approach
It is the every effective and essential process of managing, analysing, gathering and
collection the data. In this researcher approach may be segmented in to 3 parts such as Inductive
researcher, Adductive researcher and Deductive researcher.
Deductive Researcher Approach
This approach is refers to the dominating like teachers dominated as well as starts with
the different rules, regulations and principles in details. That's why it is known as the method of
explanation and verification which is depends upon the some borrowings. Therefore, it is instant
function in the research (Haider, Rasli, Akhtar, 2015).
Inductive Researcher Approach
This kind of research is the method of developing few concept along with this, its slow
but always focus on conducting the research in an effective manner.
Data collection
It can be explain as the process of making and summarising the data. On the other side, it
can be define as the collection of data for effective purpose from different sources. It is always
begins while problems of research described. Therefore, there are 2 kind of data that is primary
or secondary, wherein, both are helpful to to collecting information and making better decision
for the better results.
Primary data
These kind of data are collected for the first time which includes in different kinds of
interview, questionnaire, case studies and so on. Along with this it is helpful for control over data
because it takes too much time and expensive as well.
Secondary data
These kind of data are those data which has been already gathered by someone for the
particular aim. These data are include in the few cost, effort and time as well. It may be gathered
through newspapers, online and so on.
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Questionnaire
It is known as the tool and techniques of knowing the actual data. It is based on the
different kind of questions in relation with appropriate research which brings from the objectives.
Therefore,that can be mailed and sent to the respondent that's why these are opt through the
workers, organisation, governments and so on.
Sample Size
It is made by the selected numbers of observing data in the form of statistical. This is
based on the population of society. On the other hand sample size is always similar to socialite's
population. In this present research 40 sample size has been taken.
Data Analysis
It refers to the process of converting, checking data with the accurate information. Along
with this it is also helpful for gathering data by analysing the finding, suggestions and
conclusion.
Qualitative research
The main aim of this research is to understand the social things and interaction with
people effectively (Irwin and Springgay, 2017). It includes in the various sources such as
observation data, purpose of study, concentrates on groups and so on. Along with this, its apply
sampling method in the theoretical manner. So that the analysis of this study is based on different
themes, pattern, designs and analysation. On the basis of this it mainly concentrates on people
emotion, feelings and so on.
Quantitative research
In this topic main purpose of research is to identified hypothesis and checking the
efficiency of data. Various sources of data is mainly based on observing methods, secondary data
and various sort of surveys in order to maintain statistical relationship within others in the
organization. It gives results in the form of numerical aggregate. Apart from this it focuses on
actual v/s hypothetical, people perception as well as focuses on individual content.
Questionnaire
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Q 1) Do you know about the concept of social media?
a) Yes
b) No
Q 2) As per your opinion, what are the disadvantage of social media for Premier Inn?
a) Slow return
b) Negative feedback
c) Ineffective use of platform
Q 3) According to your views, do you think that with the help of social media, Premier Inn can
enhance its growth?
a) Agree
b) Disagree
Q 4) According to you, is there any benefit for Premier Inn of adopting social media as a
promotional tool?
a) Yes
b) No
Q 5) Different factors which affects the success of Premier Inn in positive manner?
a) Easy availability of services
b) Different options available
c) Regular feedback
Q6) Among the following which is the most effective method used by Premier Inn in order to
increase their success rate.
a) Leadership
b) Effective decisions
c) Strategic plans and policies
Q 7) What are the negative impacts associated with social media?
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a) Negative publicity
b) Rumours
c) Time consuming process
Q 8) Give any recommendations to Premier Inn to enhance its success rate.
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Questionnaire
Q 1) Do you know about the concept of social media? Frequency
a) Yes 12
b) No 3
Q 2) As per your opinion, what are the disadvantage of social media for
Premier Inn?
Frequency
a) Slow return 7
b) Negative feedback 3
c) Ineffective use of platform 5
Q 3) According to your views, do you think that with the help of social media
Premier Inn can enhance its growth?
Frequency
a) Agree 10
b) Disagree 5
Q 4) According to you, is there any benefit for Premier Inn of adopting social
media as a promotional tool?
Frequency
a) Yes 13
b) No 2
Q 5) Different factors which affects the success of Premier Inn in positive
manner?
Frequency
a) Easy availability of services 5
b) Various options available 7
c) Regular feedback 3
Q6) Among the following which is the most effective method used by Premier
Inn in order to increase their success rate.
Frequency
a) Leadership 5
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b) Effective decisions 4
c) Strategic plans and policies 6
Q 7) What are the negative impacts associated with social media? Frequency
a) Negative publicity 8
b) Rumours 2
c) Time consuming process 5
Q 8) Give any recommendations to Premier Inn to enhance its success rate.
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Chapter 4: Data Findings, Analysis and Discussion
Theme 1: Concept of social media
Q 1) Do you know about the concept of social media? Frequency
a) Yes 12
b) No 3
Interpretation: Social media is a marketing tool used by various organizations in order
to promote their brand as well as to create awareness among customers about their products and
services. As per the above mentioned graph, it has been analyzed that out of 15 respondents, 12
says that they are very clear about the concept of social media, as it is the tool which is used by
organizations in order to create brand awareness among products and services. But on the other
hand, remaining 3 respondents says that they are not aware about the concept of social media.
Reason behind this they do not use any kind of social media tool in order to promote their
products and services.
12
12
3
a) Yes
b) No

Theme 2: Disadvantages of Social Media
Q 2) As per your opinion, what are the disadvantage of social media for
Premier Inn?
Frequency
a) Slow return 7
b) Negative feedback 3
c) Ineffective use of platform 5
Interpretation: Social media is one of the most attractive tool used for promoting goods
and services in order to enhance the growth rate of company. Along with some advantages, there
are some disadvantages associated with social media platform. All the disadvantages affects the
profitability of hotel. As per the above stated graph, it has been analyzed that, according to 7
respondents company gain slow return on their investments. As it is the method which creates
awareness on a slow basis. On the basis of 3 respondents, company may gain negative feedback
who opt social media platform for promoting their goods and services. Lot of individuals are not
satisfied with the services and gave negative feedback. Therefore, it creates negative publicity at
the marketplace, which reduces the profitability of the hotel. According to 5 remaining
respondents, rival companies miss-use the social media platform which creates negative image of
the hotel at the competitive marketplace.
13
7
3
5
a) Slow return
b) Negative feedback
c) Ineffective use of platform

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Theme 3: Social media helps in influencing growth rate
Q 3) According to your views, do you think that with the help of social media
Premier Inn can enhance its growth?
Frequency
a) Agree 10
b) Disagree 5
Interpretation: There are various methods which influence the profitability as well as
success of the company at competitive marketplace. Social media is one of the method, which
helps in enhancing the growth rate of company at the competitive marketplace. As per the above
stated graph, it has been identified that out of 15 respondents, 10 agreed upon the fact that social
media will aid the company in order to enhance its profitability and growth. Reason behind this
is that, it creates awareness about various products and services offered by hotel and attract large
number of customers. But on the other hand, remaining 5 respondents says that social media not
aid the company for enhancing the growth rate at marketplace. Reason behind this is that it is
associated with various negative aspects which influences the productivity.
15
10
5
a) Agree
b) Disagree

Theme 4: Benefits of social media on Premier Inn Hotel
Q 4) According to you, is there any benefit for Premier Inn of adopting
social media as a promotional tool?
Frequency
a) Yes 13
b) No 2
Interpretation: Social media is a platform adopted by every large as well as small size
business enterprises in order to promote their goods and services. There are various benefits
associated with social media which helps in gaining advantages at the competitive marketplace.
Social media provides various advantages to students, companies, hotels in order to enhance its
profitability as well as performance. As per the above stated graph, it has been identified that 13
out of 15 respondents believes that social media provide benefits to Premier Inn and increase
their profit ratio, success rate as well as growth rate at the market area. Reason behind this is that
it creates awareness among customers and attract them towards their products and services. On
the hand remaining 2 respondents are not agreed upon the statement as they says that along with
positive aspects, it also creates negative image of the company and reduces their profitability at
the marketplace.
16
13
2
a) Yes
b) No

Theme 5: Different factors which affects Premier Inn Success
Q 5) Different factors which affects the success of Premier Inn in positive
manner?
Frequency
a) Easy availability of services 5
b) Various options available 7
c) Regular feedback 3
Interpretation: There are various factors which negatively affects the success of a
business organization. As per the above stated graph, it has been identified that according to 5
respondents, social media is a tool with the help of which customers can easily assess the
services and products offered by company. On the basis of 7 respondents, there are large number
of options available to the customers which attract them towards their hotel. At last, remaining 3
respondents says that, customers provide regular feedback to the company, which helps in
developing strategies and plans according to the requirements of customers.
17
5
7
3
a) Easy availability of services
b) Various options available
c) Regular feedback

Theme 6: Methods with the aid of which Premier Inn enhance its success rate.
Q6) Among the following which is the most effective method used by
Premier Inn in order to increase their success rate.
Frequency
a) Leadership 5
b) Effective decisions 4
c) Strategic plans and policies 6
Interpretation: Social media is a tool with the help of which company can attract large
number of customers and enhance the profitability. There are ample number of methods with the
help of which Premier Inn can enhance the success rate of the company. As per the above stated
graph, it has been analyzed that 5 respondents says that with the help of effective leadership style
managers of the company can enhance its performance at the competitive marketplace.
According to 4 respondents with the aid of effective decision making company can enhance its
success rate. At last remaining 6 respondents says that by developing effective strategies, plans
and policies, organization aid in enhancing the success rate of the company as well as increase
the profitability at competitive marketplace.
18
5
4
6
a) Leadership
b) Effective decisions
c) Strategic plans and policies

Theme 7: Negative impact associated with social media
Q 7) What are the negative impacts associated with social media? Frequency
a) Negative publicity 8
b) Rumors 2
c) Time consuming process 5
Interpretation: Various factors are associated which affects the growth, success and
performance of the company. As per the above mentioned graph, it has been analyzed that
according to 8 respondents, negative publicity through social media is the factor which influence
the performance of Hotel industry. On the basis of 2 respondents, by rumors through social
media Premier Inn affect the performance at market place in negative manner. At last, 5
remaining respondents says that one of the negative impact is that it is time consuming process
which affects the overall duration of task in a negative manner.
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8
2
5
a) Negative publicity
b) Rumors
c) Time consuming process

Chapter 5: Conclusion, Recommendations and Reflection
Reflection
From the overall review of my experience for conducting this research, I have deeply
gone by various kind of factors that can be positive and negative as well. Therefor, on the behalf
of these things I have analyzed that I was able to improved my communication skills for the
good work. As I have meet lots of people and interact with them while conducting this research I
improved myself in order to gathered proper information in an effective manner. Apart from this,
gathered information and interaction with people helps me a lot to remove my fear in order to
communicate in the front of others. In reference with the respective hotel, as I conducted
research that also helps to me to increase my higher skills for achieving my desirable goals. All
these goals was very effective that helps me to achieve my target for enhancing my future in the
same work. With the help of all these factors I will be able to achieve proper opportunities within
the competitive environment.
Recommendations
On the basis of overall information, it has been recommended to Premier Inn hotel that
they are needed to follow some key elements which is given below in order to make goodwill in
the market as well as grab the potential customers for enhancing the sales and growth of this
hotel as well. By using these sort of key factors the manager of this hotel can easily make
effective value and increase growth rate. In reference to the respective hotel, few
recommendations are listed below:
 In order to make organization effective and much better it has been advised that selected
hotel should apply higher quality of food product so that they can get higher sales in the
market with good value and reputation as well (Jin, Zhong and Zhai, 2015).
 On the other side it has been recommended too that Premier Inn hotel they are needed to
more concentrates on their techniques and strategies so that they can easily communicate
with their employees in the hotel who gives better output effectively. By using this they
can select higher skilled employees for maximizing their busies in a proper way.
Conclusion
As per the above discussion it has been concluded that, by using social media each and
every company will be properly available in order to increase the growth of their industry and
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able to gain competitive advantages effectively. As per this, the tools and techniques of effective
marketing analysis will be attract larger number of customers than they will promote strategies
and product at higher level into the marketplace. Therefore, this can be said that researcher is
responsible to improve their company in a perfect manner. For this investigator is needed to opt
unique and different things with the collection of data. That's social media is very helpful to
promote effective tools and techniques as well as able to enhance higher sales of an organization
within the hospitality industry.
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