Impact of Social Media Marketing on Purchasing Behavior of Customers - Research Proposal

This research proposal focuses on the impact of social media marketing on the purchasing behavior of customers in the hospitality industry. The study aims to analyze the role of social media marketing in attracting customers and enhancing hotel profitability. The proposal also examines the challenges faced by managers in implementing social media marketing strategies. The research methodology includes a quantitative approach with a sample size of 40 employees of Lucknam Park Hotel & Spa.

LT6P19GN: Research Methods and Project
ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
ASSESSMENT TITLE: Research Project Proposal
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SUBMISSION DEADLINE: 019
I declare that all material in this assignment is my own work except where there is clear
acknowledgement or reference to the work of others and I have complied and agreed to the
College statement on Plagiarism and Academic Integrity on the College Student Handbook
provided at Induction.
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Research Topic/ Research Question:
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Impact of social media marketing on purchasing behavior of customers
1. INTRODUCTION.
Research Background: (Introduction to the research area with some background information).
Include the following:
The social media is one of the platform which is being used by organisation now a days in order to
promote products and services. This helps in attracting large number of platforms and developing
their interest in brand. In relation with the hospitality industry, it is important to make promotion
on social media in order to attract large number of customers present on social media (Belanche,
Casaló and Ibáñez-Sánchez, 2021). Due to the global pandemic, many customer shifted to the
digital shopping. They are taking interest in those products and brand which is going popular and
it is helping in enhancing hotel profitability as well.
Research problem
The current project is based on the issues and challenges faced within the hospitality sector
because of the spread of the global pandemic of Covid-19 that has created a reduction in overall
performance and productivity level of all organisation within hospitality industry. Thus, current
project is having a main purpose of determining and analysing about the impact of social media
marketing in the purchasing behaviour of the customers so that better efforts can be made to attract
and cater consumers.
Aims & Objectives
Aim:
“To analyze the impact of social media marketing on purchasing behavior of customers”. A study
on Lucknam Park Hotel & Spa.
Objectives: (How do you want to achieve this aim). State at least three but not more than four
objectives. These must include a knowledge, attitude, and skill objectives).
 To understand a meaning of social media marketing and its role in business organization.
 To determine the impact of social media marketing on purchasing behavior of customers of
Lucknam Park Hotel & Spa.
 To examine the challenges faced by managers of Lucknam Park Hotel & Spa while
implementing social media marketing strategies within their business environment.
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Research Questions: (The breakdown of the research topic for some specific questions- it is
easier to convert the objectives into questions- only required for if you are conducting a qualitative
research study.
 What do you understand by the meaning of social media marketing and its role in business
organization?
 What is the impact of social media marketing on purchasing behavior of customers of
Lucknam Park Hotel & Spa?
 What are the challenges faced by managers of Lucknam Park Hotel & Spa while
implementing social media marketing strategies within their business environment?
Research Rationale:
The rationale of choosing this topic is that now a days organisation are moving forward towards
going digitally because social media marketing is the most important within the organisation and it
helps in development of the profitability of the hotel. This report is based on Lucknam Park Hotel
& Spa which is using social media marketing within their organisation (Shah, and Murthi, 2021).
They are posting attractive content and pictures which resulting in attracting customer and they
buy from their hotel. Further, this report is helpful for the researcher in enhancing some of the
skills like communication skills, time management skills and research skills. The selection of
current research topic is tend to effective and rationale as it supports leading of better underdoing
level and it also meet the personal interest of researcher. Beside this, undertaking a research
project would provide a practical experience of management and collection of data that supports
improvement in personal and professional skill along with contributing to learner’s long-term
career aspirations by the way of leading improved academic and educational growth.
Scope of Research Study.
The social media marketing is development of the hospitality sector because it provides
productivity and profitability to the business. A customer is changing their behaviour by taking
interest in hotel products and services. During the time of global pandemic, many of the people
shifted towards digital marketing and social media marketing. So, that is why it is having wider
scope in future. The current study is tend to have a wider scope as it focused in supporting and
leading higher productivity and performance level within the hospitality industry by the way of
leading improved interaction with customer through social media marketing which helps in
mitigating the negative impact of covid-19. Further, the current project also tend to comprises of
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analysis of various vital theories and themes based on the topic of social media marketing and its
role in business organization and impact of social media marketing on purchasing behaviour of
customers which enhance the scope and significance of current project.
2. LITERATURE REVIEW:
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What do you understand by the meaning of social media marketing and its role in business
organization?
According to Sagynbekova, Ince, and Ukeje, (2021) Social media marketing is refers to the use of
social media platforms and the websites which helps in promoting a products and services of the
organisation. These social media platform helps the company in tracking the progress, engaging
customers, and building data analytical tools within the organisation. It is having a important role
in business this helps in development of the organisational productivity and enhancing their sales.
Also, by using social media marketing, hotel is being able to develop reputation within the market.
This resulting in enhancing competitive advantage among competitors. Further, it has been seen
and analysed that the term social media marketing (SMM) refers to the use of social media and
social networks to market a company's products and services. Social media marketing provides
companies with a way to engage with existing customers and reach new ones while allowing them
to promote their desired culture, mission, or tone.
What is the impact of social media marketing on purchasing behavior of customers of
Lucknam Park Hotel & Spa?
From the views of Ali Qalati, Li and Khan, (2021) Social media is changing now a days and
developing the marketing communication with customer and the hotel manages as well. It helps in
understanding of the customer preferences and helps them in increasing their buying behavior and
brand loyalty. Further, when the hotels are making brand promotions through advertising and other
social media platforms then it may also resulting in increasing share of communication between
customers within social network environment. The next is that it helps in enhancing the reputation
in market and more options with increasing in campaigns and developing sales of the hotels. When
customer heard more about the brand, then they visit more and this resulting in sharing good
experiences and enhancing popularity among customers about the brand. While using social media
marketing, brand will be able to communicate effectively with the customers and share their
feedback as well. Thus, based on above discussion an analysis can be made that the a positive
impact of the social media marketing is seen on purchasing behavior of customers of Lucknam
Park Hotel & Spa as it supports better interaction and communication with customers which
creates higher purchasing zeal in them.
What are the challenges faced by managers of Lucknam Park Hotel & Spa while
implementing social media marketing strategies within their business environment?
According to Saura, Palacios-Marqués, and Iturricha-Fernández, (2021) The challenge which are
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being faced by manager of Lucknam Park Hotel & Spa is defining of the marketing goals- a
manager should have to define the goals in front of employees working in the organizational and
make them involve in decision making process. The other challenges faced while using social
media marketing strategies in the chosen hotel is understanding of the target audience- as they
have to make aware about who is going to be the targeted audience and to whom the products will
be seen. Because if brand is not facilitating the customer then they could not visits the place and
this results in loss of hotel. The another issue faced by manager of choose hotel is increasing
adverting cost- due to enhance more customer and attract more customer, it is to deliver the best
and this results in enhancing the brand image in front of customer. For this cost requires more by
hotel and it results in increasing cost and price of advertising (Fraccastoro, Gabrielsson, and
Pullins, 2021). Also, sometimes there is a lot more rush within the individuals and this resulting in
ignore some of the feedback and complaints of customers.
METHODOLOGY
Research philosophy: Research philosophy is consisting of two types these are interpretivism and
positivism philosophy. Within this research, researcher is using positivism philosophy in order to
conduct this research because this provides valid and reliable data and information in most
effective manner and also helps in achievement of research aim and objectives.
Research approach: Research approaches includes two types these are inductive and deductive
approaches because these both brings reliable information. Within this investigation, research is
using deductive approach because it helps in achievement of the reliable data and information.
Further, this approach is helpful in bringing quantitative data and information and also achieves
research aim and objectives.
Research strategies : Some of the strategies used in research are experimental research, action
research, literature review, survey and focus groups etc. in order to collect data within this
research, researcher is using literature review and survey (Kemp, Anaza and Min, 2021). Literature
review is presented through analysing data and information from different books and articles.
Further, survey is collected through questionnaire which resulting in getting answers of close
ended questions.
Research choices : The research choices consisting of two methods qualitative and quantitative
method choice. In this research, quantitative research method is used because this helps in
collecting numerical data and information. This helps in collecting questionnaire survey and
developing more reliable and accurate information.
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Data collection sources : Data is collecetd through two diverse method. Primary method brings
primary and numerical data and secondary method brings theoritical data and informtaion. Within
this research, resaercher is using data and information both of the method because these both
brings reliable and valid information. The primary data is collected through questionnaire and this
is collected through using of charts and graphs (Ali, and Anwar, 2021). Further, secondary data is
collected through literature review and this is collected through analysing different books and
articles etc.
Time horizon : Within this research, cross sectional time horizon is selected because this will
helps in completing research in given time period.
Research sampling : The sample size selected within this method is 40 members and these are the
employees of Lucknam Park Hotel & Spa.
Justification
A justification for the selection of the quantitative nature of the research method could be made as
it supports better presentation and analysis of facts based on numeric term. Beside this, it also
supports measurable and better way of presentation that support’s better review of the facts based
on use of statistical charts and table that is both cost and time efficient in nature.
CONCLUSION
From the above it is concluded that social media marketing is helpful for the hotels and this is
useful in generating more profits and revenue. Organisation should have to see that this is
impacting the customer buying behaviour through attracting with the organisational products and
the brand. Also, there are some of the challenges which are being faced by manager of
organisation and these should be considered by using some of the strategies within the working
environment. A summarisation can be made that the main purpose of the current study is to
mitigate the risk of Covid-19 and support a better way of interaction and communication with
customers. Thus, the main purpose of current study comprises of the reviewing about the impact of
the social media marketing on the customer behaviour. Further, the significant of current study
would comprise of better understanding about the meaning of social media marketing and its role
in business organization along with reviewing impact of social media marketing on purchasing
behaviour of customers.
(Summarise the purpose of the proposed research study, its significance and potential contribution
to the existing body of knowledge in the research area).
WORK PLANNING
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(Gantt Chart, PERT Chart).
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REFRENCES AND BIBLIOGRAPHY
(In-text/citations & list at the end in Harvard System).
Ali Qalati, S., Li, W., Ahmed, N., Ali Mirani, M. and Khan, A., 2021. Examining the factors
affecting SME performance: the mediating role of social media adoption.
Sustainability, 13(1), p.75.
Ali, B.J. and Anwar, G., 2021. Marketing Strategy: Pricing strategies and its influence on
consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy:
Pricing strategies and its influence on consumer purchasing decision. International
journal of Rural Development, Environment and Health Research, 5(2), pp.26-39.
Belanche, D., Casaló, L.V., Flavián, M. and Ibáñez-Sánchez, S., 2021. Understanding influencer
marketing: The role of congruence between influencers, products and consumers.
Journal of Business Research, 132, pp.186-195.
Fraccastoro, S., Gabrielsson, M. and Pullins, E.B., 2021. The integrated use of social media,
digital, and traditional communication tools in the B2B sales process of international
SMEs. International Business Review, 30(4), p.101776.
Kemp, E., Porter III, M., Anaza, N.A. and Min, D.J., 2021. The impact of storytelling in creating
firm and customer connections in online environments. Journal of research in
interactive marketing.
Nair, K. and Gupta, R., 2021. Application of AI technology in modern digital marketing
environment. World Journal of Entrepreneurship, Management and Sustainable
Development.
Sagynbekova, S., Ince, E., Ogunmokun, O.A., Olaoke, R.O. and Ukeje, U.E., 2021. Social
media communication and higher education brand equity: The mediating role of
eWOM. Journal of Public Affairs, 21(1), p.e2112.
Saura, J.R., Palacios-Marqués, D. and Iturricha-Fernández, A., 2021. Ethical design in social
media: Assessing the main performance measurements of user online behavior
modification. Journal of Business Research, 129, pp.271-281.
Shah, D. and Murthi, B.P.S., 2021. Marketing in a data-driven digital world: Implications for the
role and scope of marketing. Journal of Business Research, 125, pp.772-779.
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