(PDF) Social Media Marketing and Relationship Marketing
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Added on 2021-02-21
(PDF) Social Media Marketing and Relationship Marketing
Added on 2021-02-21
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Research Project
Table of ContentsChapter 1: Introduction....................................................................................................................1Introduction............................................................................................................................1Background.............................................................................................................................1Research Problem...................................................................................................................1Research Aim.........................................................................................................................2Research Objectives...............................................................................................................2Research Question..................................................................................................................2Research Purpose....................................................................................................................2Scope of Research..................................................................................................................2Research Hypothesis..............................................................................................................3Attributes of research work....................................................................................................3Rationale of topic...................................................................................................................3Chapter Preview.....................................................................................................................3Timescale................................................................................................................................4Chapter 2: Literature Review...........................................................................................................6What is the concept of social media?.....................................................................................6What are the numerous social media platform that aid in building relationship with servicesusers of a firm?.......................................................................................................................7What is the importance of social media platform in developing relationship with targetcustomers?..............................................................................................................................7Chapter 3: Research Methodology...................................................................................................8Chapter 4: Data finding,analysis and discussion...........................................................................11Chapter 5: Conclusion, recommendation and anticipated limitations...........................................20REFERENECES............................................................................................................................22
TOPIC: “To analyse the role of social media in order to build direct relationship withtarget customers”.Chapter 1: IntroductionIntroductionSocial media is considered as the computer mediated technology that aids individuals aswell as firm to improve and deliver message, ideas etc. by this organisation and people caninteract with one another that aids in building relationship effectively (Aluri, Slevitch andLarzelere, 2015). For a company, social media plays essential role which leads towardsdeveloping relation with target consumer through that that are capable to produce more profitratio. For this research the selected organisation is Holiday Inn which is known as the British-owned hotel brands as well as subsidiary of InterContinental hotel groups having its headquartersis in Denham, Buckinghamshire. This research is on analysing the role of social media forbuilding relationship with targeted consumers that aids respective hotel to increase profit ratio. BackgroundSocial media is considered as the tools that is utilise by company to promote its businessin successful way which leads towards building effective relationship with targetted customers.Moreover, firm also use this media to retain consumers for longer duration. Holiday INN is theBritish-owned American hotel that provides services such as lodging, conventions, food servicesand many more. Also, it is the subsidiary of the Intercontinental Hotel Groups. This research isperformed so that they understand effectualness of social media for building relationship withtargeted customers. Research ProblemResearch problem is describe as the problems that are faced through project managerwhen they are performing research on respective topic (Aral, Dellarocas and Godes, 2013). Thiscan be any things like capital, procedure adapted by investigator etc. Moreover, there are manyproblems that are faced by investigator while performing research that are regarding timeduration. Respondents in appropriate behaviours etc. because of this issues research projectmanager can not able to perform research as per their standards. 1
Research Aim“To analyse the role of social media in order to build direct relationship with targetcustomers”. A study on Holiday inn. Research ObjectivesTo analyse the concept of social media. To ascertain numerous social media platform that aid in building relationship withservices users of a firm. To determine importance of social media platform in developing relationship with targetcustomers. Research QuestionWhat is the concept of social media?What are the numerous social media platform that aid in building relationship withservices users of a firm? What is the importance of social media platform in developing relationship with targetcustomers? Research PurposeResearch purpose is considered as the important objectives to perform any research. Thepurpose behind performing this particular research is to know efficaciously the role of socialmedia for maximising consumers base so that Holiday Inn can able to gain more profit as well asgoodwill at respective market area (Browning, So and Sparks, 2013). Also, by this respectivehotel can advertise and promote its business effectually at international level. This will also aidsrespective firm to understand that how they can develop its consumer relationship with the helpof social media. Scope of ResearchThis is considered as the methods by which investigator are capable to understand theeffectualness of their research on specific topic. It can be ascertain through three level that aremarketing, environmental as well as organisational. In context of this particular research, thescope of it is Holiday Inn can get knowledge about role of social media for building directrelation with target consumers. So that they can acquire more market shares, goodwill as well asprofit. 2
Research Hypothesis Research hypothesis is considered as the systematized statement that are formulate byinvestigator based on its experiences that they obtain while performing research upon respectivetopic (Bulchand-Gidumal, Melián-González and Lopez-Valcarcel, 2013). In context of HolidayInn, by this their project manager capable to gather data consequently. That aids them to knowrole and effectualness of social media to build relation with targeted consumers with servicesusers. Attributes of research workAttributes of this particular project work is considered as the methods that are adaptedthrough investigator of firm in order to accomplish research in effective manner that raisetowards accomplishment of objective. Rationale of topicThis is explain with the help of tools which is mostly adapted by project manager forachieving research objective effectually (Denizci, Kucukusta and Liu, 2016). In context ofHoliday Inn by performing this research they can understand how efficacious social media ishelpful in building relationship with target consumers which aids them in knowing itsrequirements. Chapter PreviewProject title“To analyse the role of social media in order to build direct relationship with targetcustomers”. A study on Holiday inn.BackgroundSocial media is very much efficacious for the firm as by this they are capable to9 performmany things like developing relation with target customers etc. by this firm can solve problemsof their guest which aids them in obtaining more market share and profit. Holiday INN is asubsidiary of Inter-continental hotel groups that provides many services to their target clientslike conventions, meetings etc. It is operating in various areas such as Europe, Africa, and so on.Research ObjectivesTo analyse the concept of social media. 3
To ascertain numerous social media platform that aid in building relationship withservices users of a firm. To determine importance of social media platform in developing relationship with targetcustomers. Research Questions:What is the concept of social media ?What are the numerous social media platform that aid in building relationship withservices users of a firm ?What is the importance of social media platform in developing relationship with targetcustomers ?Research MethodologyThis is considered as a technique that is usually adapted through firm's researcher whilecollecting data regarding particular topic (Dimofte, Haugtvedt and Yalch, 2015). There areseveral kinds of methods that can be utilise y project manager like quantitative, qualitative,primary and so on. In context of this research, respective organisation project manager adaptqualitative method with primary one. It is so as by this they capable to gather information thatare suitable for investigation. ResourcesResources are adapted through project manager for performing research effectually sothat they can accomplish its objectives. There are several resources that are utilise by respectiveproject researcher to perform investigation like capital, talented labour etc. Time Duration This is considered as the time that are provided for completing particular taskefficaciously (Egger, 2013). In context of this research, project manager need about approx 3months so that they can do its task appropriately and achieve results on stipulated time. TimescaleGantt Chart: This is considered as the techniques which is utilise for segregating theessential research activity in smaller units as well as formulating every unit in appropriate timeperiod. This involves introduction that is related to what are to be analysing into research,literature review that display accumulation of secondary data on selected topic, researchmethodology for examining the accumulation of methods needed for performing the research, for4
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