Factors of Social Media Marketing and its Impact on Sales Promotion in Hospitality Industry

This research proposal aims to identify the factors of social media marketing and its impact on sales promotion in the hospitality industry. The study focuses on the hospitality industry in Sri Lanka and examines the level of sales promotion campaigns on social media, factors impacting the usage of sales promotion campaigns, strategies to increase the effectiveness of sales promotion campaigns, and issues that the hospitality industry may face while working on social media campaigns.

Research Proposal

Table of Contents
TITLE:.............................................................................................................................................5
INTRODUCTION...........................................................................................................................5
Background of study...................................................................................................................5
Focal area of study......................................................................................................................6
Researchable context...................................................................................................................6
Research Objectives ...................................................................................................................7
Rational for study........................................................................................................................8
Time scale...................................................................................................................................8
LITERATURE REVIEW – follow the guidelines given by CCCU in preparing the research
proposal. Usually in a research proposal, Gantt chart comes at the very end..................................9
Level of sales promotion campaigns on social media in the hospitality industry.......................9
Factors impacting the usage of sales promotion campaigns on social media in the hospitality
industry......................................................................................................................................11
Strategies to increase the effectiveness sales promotion campaigns on social media in the
hospitality industry....................................................................................................................12
Issues that hospitality industry of Sri Lanka may face while working over social media
campaign...................................................................................................................................13
Research Questions – why do you have research questions here???........................................14
RESEARCH METHODOLOGY...................................................................................................15
Questionnaire............................................................................................................................18
Data analysis and interpretation How can you have data analysis and interpretation in a
research proposal????? It should be there in the final report, but not in the proposal..............19
Recommendations.....................................................................................................................23
Conclusion ????............................................................................................................................23
REFERENCES..............................................................................................................................25

TITLE:
To identify the factors of social media marketing and its impact on sales promotion. A
study on hospitality industry in Sri Lankan.
INTRODUCTION
Research aim
To identify the factors of social media marketing and its impact on sales promotion. A
study on hospitality industry in Sri Lankan.
Background of study
Social media marketing introduces as an effective use of websites and social media
platforms that help any type of organisation to promote their product or services. There are
number of factors such as Facebook, Instagram, Twitter etc. These are useful for an organisation
to promote their services and attract large number of customers. For this proposal, hospitality
industry within Sri Lankan is a chosen sector. (Ali and Kaldeen, 2017). It is important for people
to get proper information about services offered by hotels and other hospitality organisation, so
they are ready to avail services associated with it. In hospitality sector, hotels, rest rooms,
accommodation services, restaurants, motels, etc. Along with this, there will discussion about
level and factors which affects sales promotion techniques on social media platform for
hospitality industry. As there is change in services offered by Shri Lankan organisations, they
have to alter their marketing efficiency as well. There will study of factors which have impact on
sales promotion techniques through social media measures. In order to determine and evaluate
policies properly, there will ease in studying information properly.
Focal area of study
This study is based on level and usefulness of social media sources. There are many
platforms at social media sites which are working in better and effective manner for
understanding and evaluating consumer demand. In this study, there will discussion about sales
promotion techniques with the help of which individuals are able to understand and determine
best ways to complete the study. There are many changes which are taking place in social media
platform as well, hence it will be easy for people to determine and understand policies properly
(Bandara and Silva, 2016).

There will study of different marketing campaigns which can be used by Shri Lankan
hospitality organisations to determine and evaluate changes properly. With this study, there will
enhancement of knowledge about sales promotion techniques. When there is difference in
demand of consumers, it is essential to alter services offered. In order to communicate this
alteration, it is important for management of hospitality organisation to communicate to
consumers properly through use of social media sites.
Researchable context
The roles of social media are improving and major in current market context because
there is requirement of change in business activities and this s the way to communicate among
consumers. When consumers do not have relevant and specific demand, then it can be evaluated
with the help of social media platform. In thus investigation, there will stud about different social
media marketing campaigns, factors which has to be considered before framing marketing
campaigns (Bowie and et. al., 2016). These days, there is requirement of complete and specific
change in business operations because this is the way through which managers of association can
determine ways to deal with challenges. There are some challenges as well which will be
investigated because of change in social media marketing strategies. In order to understand and
determine ways to take actions properly can be known because it is not enough to frame
marketing campaign its implementation is also essential.
Research Objectives
 To examine the level of sales promotion campaigns on social media in the hospitality
industry.
 To investigate the factors impacting the usage of sales promotion campaigns on social
media in the hospitality industry.
 To identify the strategies to increase the effectiveness sales promotion campaigns on
social media in the hospitality industry.
 To determine the issues that hospitality industry of Sri Lanka may face while working
over social media campaign.
Rational for study
This investigation is based on use of social media for marketing purpose. If there is
change in marketing campaign, then social media marketing advertisement have to be altered. So

this study is important as it provides information about use of different social media sites and
strategies for improving it. In this study, there will ease in evaluating determining and evaluating
policies properly. This investigation is related to researcher field i.e. marketing, so if in future,
there is planning to operate in hospitality sector to work with Shri Lankan hospitality industry,
then it will be easy for researcher to determine and evaluate ways to deal with it properly. This
study assists in knowing what can be used and determine best way to understand and determine
ways to evaluate changes. This improves skills of researcher to work in dynamic market. This is
the best way to evaluate and determine ways to understand changes properly. This study
provides information about using creative and innovative ways to complete the study (Erkan and
Evans, 2016).
Time scale
There will use of techniques i.e. Gantt chart to evaluate and determine time required to
complete the study. This is the technical way to understand and analyse time required to
complete the study (Farook and Abeysekara, 2016). Gantt chart is graphical representation of
research activities in systematic manner with respective time associated with it. For collecting
this study, there will requirement of 7 weeks.

LITERATURE REVIEW
Level of sales promotion campaigns on social media in the hospitality industry
According to the Farook and Abeysekara, (2016), Sales promotion is one of the most
important concept for organisation with which association can communicate about services
which they are launched. Sales promotion refers to element of marketing mix which ease in
promoting products and services through advertising, direct marketing, publicity and selling.
Sales promotion consist of five strategies with which managers of hospitality industry can
communicate with each other. Five strategies are- personal selling, sales promotion, publicity,
direct marketing and advertising wit which people can understand and determine what is served
by organisation and can demand as per their requirement. As there are many changes taking
place in hospitality organisations, hence it is important for people to determine and understand
changes properly. These days, there is difference in demand of consumers, so it is important for
managers of association to evaluate and understand how they can satisfy it. Only framing
marketing strategies is not easy and simple because its main and core reason is to attract
consumers.
As per view of Kashmira Lad (2019), There are many sources of social media marketing
such as Facebook, Instagram, You Tube, Twitter, LinkedIn, etc. with which association can
promote their services properly. With understanding and determining changes properly, it will
easy for managers of hospitality organisations to deliver what is demand of customers. As there
are any advertisements offered by hospitality organisations, so consumers can create comparison
among different associations. The level of advertisements and sales promotional techniques is
high because organisations are planning for coming with something new. This assist in attracting
consumers and hence sales and revenue gets higher. With marketing, more benefit is to sales and
revenues of hospitality.
According to Nikki Gilliland (2019), Marriott have Bonvoy – podcasts which provides
information to consumers about their services. Managers of Hotel Marriott came to know about
number of viewers at their page. Hence it will be easy to attract and communicate with
consumers. In case of any negative outcome, there is negative rating at site of Hotel Marriott, so
managers can take actions to over with it.

As level of sales promotion campaigns of hospitality organisations is up to date, hence it
will benefit consumers with easy status for communicating what they want to deliver. As there
are many actions with which managers can communicate about new products and services to
consumers. When there is change in service or some offer or discount is launched., then it will be
easy for people to analyse what new can be availed. Not only consumers but also hospitality
organisations came to know about policies of their competitors, this assist them to communicate
them about policies which has to be changed. The consumers who wants to avail hospitality
services can rely on social media marketing campaigns because this is the best way to target
tapped consumers and it will be easy for people to grab and avail discounts (Jayasuriya and
Azam, 2017).
Factors impacting the usage of sales promotion campaigns on social media in the hospitality
industry
The use of social media marketing for hospitality organisation is not easy because as
these days, business operations are dynamic hence it is important and specific for managers to
understand the changes and then taking actions. The scope of growth of hospitality organisation
is increasing because trend among people to go out is increasing. It is important for consumers to
understand terms and conditions properly because this affects consumers mindset and services
available with hospitality associations. While advertising on social media platform, there is
requirement of proper planning and understand factors which might affect operations. There are
some factors such as price of service, type of new service, targeted consumers, availability of
finds, etc. which affects sales promotion campaigns on social media for hospitality association
(Jayasuriya and et. al., 2018).
As per view of Jeremy Bradley, 2019 with use of different sales promotional tools, it will
be easy for hospitality organisation to communicate with consumers and understand strategies
through which they can communicate properly with external parties. With advertisements on
social media platform, there will improvement in sales and revenues because path of
communication gets easier. Some factors which affects sales promotional campaigns on social
media techniques are as under-
Nature of services- In hospitality sector, services which can be availed are-
transportation, accommodation, lodging, restaurant, dining out, etc. These services can be
provided to consumer when they require and there is difference in demand because of

demographical and geographical regions. Hence services are of intangible feature, so marketing
campaign must communicate properly. This assist in improving revenue and sales of association.
Growth rate of association- There are many associations in Shri Lanka which is working
in this sector, hence there is much competition among organisations. This assist in improving and
evaluating changes properly. For instance: growth rate of hotel is fast and frequent, so use of
social media marketing will be specific and relevant. There must be new and innovative ways to
communicate with consumers, hence managers have to think new concept to attract consumers
(Randiwela and Gunarathna, 2017).
Targeted consumers- This is the major factor which affects operations of social media
marketing because when selecting marketing strategy, it is essential to determine who is targeted
consumers. Or instance: campaign is for pilgrimage transportation, then this will fail because old
age people does not much prefer to use social media platform. While if some discount or offer
for business class people, then it will be easy to communicate because they use such platform.
Hence this targeted consumers affects social media campaigns of hospitality sector.
Strategies to increase the effectiveness sales promotion campaigns on social media in the
hospitality industry
As there are many organisation dealing in hospitality sector, souse of social media is not
that mush of easy and specific. As there are some factors which affects marketing operations
negatively, so it is essential to plan some strategies with which positive impact can be achieved.
If advertisements are not impressive, then there will not be positive impact on profits and sales.
There is requirement of change in advertising policies, so resources can be optimally utilised. As
per view of AMANDA BERKEY, 2019 there are some strategies with which sales promotion
campaigns are effective for growth of hospitality organisation.
Set measurable goals- While using social media is marketing tool, it is important that
managers of hospitality association have to set measurable targets (Sabraz Nawaz and Mubarak,
2015). With setting measurable task, workforce of association also work properly and they are
accountable for their work. In order to make workers accountable for their work, small and
achievable targets gives quality outcome.. hence organisational growth and development can be
achieved.
Promote widely but wisely- With use of social media tools, hospitality industry can
widely promote themselves among consumers because this is platform through which many

people can be targeted, it is advised that managers of hospitality does not rely and prefer to cover
all the aspects. They have to frame campaigns with targeting consumers. When consumers gets
connected with campaign, then it is effective and more reliable because then they will ready to
avail services. In order to get positive impact, the it is essential that consumers must have
complete and specific information about consumers, so it will be easy to determine and
understand what benefit they can get (Sarathchandra and Jayarathna, 2016).
Offer real values- With advertisement campaign on social media platform, it is important
that managers must communicate actual and real values which is available with services. This
connects consumers with the services and the are ready to avail it. There is requirement of
communicating core value to consumers, so they get attracted and it will be easy for management
to determine ways to improve it.
Review of results- There are many marketing campaigns framed by managers of
hospitality organisation for communicating and attracting consumers. There are possibilities that
there is negative outcome from consumers, then it will not be easy for association to get positive
outcome. But with understanding and determining these old records, it will easy to improve
marketing strategies and get positive outcome as improved sales and profits. With proper
marketing , consumer scan be satisfied and this assist in maintaining long term relations with
them.
Issues that hospitality industry of Sri Lanka may face while working over social media campaign
It is not easy and simple for managers of hospitality industry to operate with use of social
media techniques because of unfavourable factors. It is not possible and relevant for people to
evaluate and determine changes properly. With change in demand of consumers, managers of
hospitality association has to be change their working style as well. According to view of
Umasuthan Hamsanandini, 2019 there will issue of improper knowledge to employees due to
which they are not able to get appropriate and specific information. With change in business
activities, there is requirement of proper communication to consumers, so they will aware about
changes properly.
Difference in perception of employees- There is difference in perception of employees
working in hospitality organisation. There will complete and specific information through which
operations are communicated in context of understanding policies properly. There are some

employees who have view that social media campaigning is passage of time because there is no
personal interaction with consumers, so they do not take it seriously.
Improper communication- Communication is one of the important component while
conducting activities properly because this is the best way through which fruitful outcome can be
achieved. While campaigning through social media techniques, message which hospitality
organisation wants to give is not clear (Melon, 2018). This is the way through which targeted
consumers are not getting proper information about it. There are possibilities that organisation is
using slang, acronyms, etc. which does not give proper information to consumers.
Mis management in activities- When some social media platform is used for conducting
activities properly, then mis mangemnt of activities is other issue which is faced by hospitality
organisation. It ios not possible that consumers will get proper and appropriate information and
campaign might get failed. So there is wastage of money as well as time which is invested in that
advertisement.
From the above discussion, it is evaluated that managers of hospitality organisation in
Shri Lanka have to take care of it and communicate with employees, so they can conduct
activities accordingly. Hence motto and aim behind conducting activities gets improved.

RESEARCH METHODOLOGY
Research methodology is the chapter which presents use of tools and techniques for
completing the study. (Sen and Kaushik, 2016). In this investigation, literature review is
conducted for identifying level and factors affecting social media marketing in Shri Lankan
hospitality industry. There is use of social media marketing which assist in communication with
consumers and performs operations for organisational growth and development. Research
methodology for this study is as under-
Research philosophy- Research philosophy refers to the phenomenon which is conducted
for conducting research operations in better and effective manner. Win order to evaluate and
determine best way to conduct operations researcher can use three of the the following
philosophy: interpretivist, pragmatist and interpretivist. In this study, there will use of positivism
philosophy because this provides a sorted and appropriate way to complete the study. For
collecting information about social media marketing strategies, there will ease in understanding
specific way properly.
Research approach- Research approach makes a clear understanding about step wise
procedure to conduct the research activities. As in this study, there will conducting of operations
for data collection, interpretation of information, etc. There are two types of research approach
i.e. inductive and deductive. For completing this study, there will use of deductive approach
because this method focuses on core topic initially and then focus on other prospects. To
determine that research activities for social media marketing role can be evaluated and
determined with use of deductive techniques, researcher get to know completely about social
media strategy (Setthapat, 2018).
Research design- There is use of some specific design in which investigation has to be
conducted which is known as research design. There are three ways in which research can be
presented i.e. descriptive, explanatory and exploratory. There will use of descriptive research
design because in this there is proper disclosure of complete information. This makes easy for
reader to understand about social media marketing and its roles in promoting product and
services offered by Shri Lankan hospitality industry.
Research method- There are two methods to complete and conduct investigation
properly. As there is change in business activities, then it will be easy for researcher to
communicate information properly. Qualitative and quantitative are two methods through which

study will be completed in standard manner. For making this study authentic, there will use of
qualitative method because this is easier and reliable to understand as compared to quantitative
method. With the help of graphs and charts, reader can understand complete information and it
will be easy to get to know people's perceptive about social media marketing and its impact on
sales promotion activities (Thelijjagoda and Hennayake, 2015).
Data collection method- Data collection is another important technique through which
information is gathered for the purpose of interpretation and providing relevant outcome from it.
There are two ways through which data can be collected by researcher i.e. primary and
secondary way. In this study, there will use of both the methods through questionnaire and online
sources as primary and secondary sources respectively.
Primary source of information refers to collecting information from respondents with one
to one communication. There is use of complete and specific information because under this
method researcher will get to know personal views of respondents. For collecting this view,
investigator can use questionnaire, personal interview, online survey, etc. for making this study
authentic, there will use of questionnaire which contains some specific information about social
media marketing and importance in current market for hospitality industry. Respondents have to
fill these questionnaires and revert back of researcher hence investigator can interpret and
conclude it.
While secondary information is collected through sources which is already submitted by
someone else. It is not easy for researcher because they have to evaluate different sources and
check its authenticity and reliability. For collecting secondary information, there will use of
online sources, books, journals, etc. For collecting information about social media marketing in
hospitality industry, there will use of online sources. Researcher consider authenticity and name
of author while collecting information from online sources. This assist in collecting authentic and
reliable information, so researcher can justification views about role of social media marketing in
sales promotion for Shri Lankan hospitality industry (Vucetic, 2016). Sampling- Sampling is the
procedure to sort out some individuals from targeted crowd for collecting information. As this
investigation is based on hospitality industry, hence researcher can target managers of different
hospitality organisations for enquiring about role of social media marketing in sales promotion
and factors which has to be considered. This assist in selecting some individuals and
interpretation and conclusion of this study will be based on their views, hence sampling is crucial

part of the study. There are two methods through which sampling can be bifurcated i.e.
probability and non-probability sampling method. In order to select sample size for this
dissertation, 100 managers of hospitality organisation in Sri Lankan will be recruited on random
basis. Random sampling method helps an investigator in selection of larger number of sample as
it help them to collect quantitative information from that respondents. Main reason behind
selecting random sampling as a part of probability sampling as it not require maximum time as
well as resources of researcher. These individuals are selected because they have complete and
specific information about impact of social media techniques on sales promotion. Simple random
probable method is better because there is nil possibilities of partiality in sharing information
(Ali and Kaldeen, 2017).
Research ethics- Research ethics are important for the investigation because information
which is presented in this investigation is relevant and authentic. There is some ethical
consideration which will be considered by researcher for completing this study i.e.
confidentiality and informed consent. Confidentiality is maintained by researcher by sharing
information of study among people who have core interest in it. Informed consent is another
ethical consideration which is maintained by researcher by taking written consent from
respondents. With maintaining research ethics, it will be easy for people to understand and
evaluate the changes properly.
Limitations- research is in- depth study of topic with proper and systematic study of sales
promotional techniques. This is time and cost consuming process. If there is lack of both
resources, then it will not easy for researcher to complete the study. There is limitation of time
for completing this investigation because due to lack of guidance, researcher is not able to collect
information from respondents properly. There are some respondents who does not giveback
questionnaire after filling it. Hence researcher face issue in collecting and gathering information
from targeted population (Anthonisz and Perry, 2015).
Research reliability and validity- Research is conducted with evaluation ad
determination of complete and authentic information because this is the best way which
researcher can use for secondary source of study. This investigation has characteristics of both
reliability and validity because secondary information is collected from online sources which are
authentic and properly dated. While collecting information from primary sources, respondents
who have complete information about use of social media for marketing purpose will be clear. It

is essential for researcher to contact to managers of hospitality organisation and communicate
about conducting this study. This assist in making whole study reliable and valid. When this
study compiles all the sources, then it will be easy for researcher to communicate conclusions
and recommendations properly.
Research budget- Budget is also important in any investigation because some specified
amount is set by researcher before starting and completing the study. There is requirement of
some resources such as human resources, internet connection, space, stationary, etc. with which
investigation will be completed on time. This study will be completed properly because all the
resources are available on time, hence study will be completed on time with achieving aims and
objectives (Bandara and Silva, 2016).
Research instruments: There are number of research instruments for collecting primary
data such as interview, observation, case study, questionnaire and many other. These are
consider effective methods of data collection but for gathering data about the factors of social
media marketing and its impact on sales promotion in context of hospitality industry in Sri
Lankan, questionnaire will be going to applied. Main reason for using this technique as it support
researcher by providing quantitative and reliable information. As compare to other techniques,
questionnaire not require maximum amount of capital and resources of an organisation or
researcher. There are some quantitative questions according to the current topic:
Questionnaire
Q1. Are you aware with the concept of social media?
a) Yes
b) No
Q2. By using social media for doing sales promotion do you think level of sales increases
within a hospitality sector?
a) Agree
b) Disagree
Q3. As per your opinion what are the factors which might affect the usage of sales promotion
campaigning?
a) Nature of services
b) Targeted consumers

c) Growth rate of association
Q 4. What are the major sources of social media marketing with the help of which services can
be promoted effectively?
a) Facebook
b) Instagram
c) Twitter
Q 5. Which one is the main strategy used to enhance the effectiveness of sales promotion
campaigning by using social media platform?
a) By setting effective goals
b) Promote services widely but in a wise and appropriate manner
c) Review the outcome on a regular basis
Q 6. What are the major issues which is faced by individuals while working over social media
campaign?
a) Difference in perception of employees
b) Mismanagement in activities
c) Improper communication
Q 7. Provide appropriate recommendations to the management team in order to improve their
sales ratio by using social media platform for promoting their services.

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