Business Research: Impact of Social Media on Hilton Hotels Performance

This report examines the impact of social media on business, focusing on Hilton Hotels as a case study. It begins by outlining the research problem, which centers on how social media influences business communication and brand perception, particularly through customer reviews. The literature review explores various social media tools and their impact on customer engagement and brand awareness. The report then critiques qualitative (semi-structured interviews) and quantitative research methodologies, concluding that quantitative methods are more effective for gathering reliable data. The research instrument section discusses the use of survey methods for data collection. Finally, it reflects on research dissemination, emphasizing the importance of audience and communication strategies for sharing research findings. The report concludes that while social media offers significant opportunities for business growth, it also presents challenges that require careful management of online reputation and customer engagement.

Impact of social media
on business
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Contents
Impact of social media on business................................................................................................1
TOPIC: The impact of social media on business. A study on Hilton hotels....................................3
SECTION 1......................................................................................................................................3
1.1 Research problem.............................................................................................................3
1.2 literature review................................................................................................................3
1.3 Appropriate research methods..........................................................................................5
Section 2: Instrument and Conclusions...........................................................................................8
Instrument...............................................................................................................................8
Conclusions..........................................................................................................................10
Section 3: Research Dissemination................................................................................................11
Relevance and audience.......................................................................................................11
Communication of research..................................................................................................11
REFERENCES..............................................................................................................................13
APPENDIX....................................................................................................................................14
Questionnaire........................................................................................................................14
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TOPIC: The impact of social media on business. A study on Hilton hotels
INTRODUCTION
Social media is one of the effective marketing tool which is used by organisations to
reach target market and to communicate with them in an effective manner. Along with this, it has
both positive as well as negative impact on the performance of an organisation. In the present
report, Hilton hotels is taken into consideration. It is a global brand of full service hotels which
was established in year 1919 and headquarter in U.S. The organisation has around 590 hotels
globally which shows it has high market presence and share as well. Hilton hotels uses both
online and offline platforms in order to promote the brand and to interact with customers. The
main objective of the report is to analyse the impact of social on the growth and performance of
businesses.
SECTION 1
1.1 Research problem
Social media has made a huge influence on how business communicate and find with their
audiences. In addition to this, it is an essential way to reach customers, improve brand and gain
valuable insights on the brand. Social media become a pubic relation instrument for an
organisation that help in gaining higher growth and success at marketplace. Through this
platform, many users share and post their review and opinions towards the brand and providing
negative review on such platforms by user impact adversely on the overall image of a company.
This platforms have now become brand mediators because of their high credibility and to
promote offerings more effectively. But due to negative review and increased customer power it
impact negatively on businesses and decline its performance level.
1.2 literature review
Social media has a great influence on today's economy. It is a computer based technology
that facilities the sharing of thoughts, ideas and information across globe. Besides this, it allows
business to reach and engage with people internationally in order to make them aware of
prevailing product and services. People use social media for variety of purposes such as
connecting with the friends or family, or businesses uses these digital platform to advertise or
promote their products to attract large number of customers. Additionally, this allows customers
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to share their feedback about the products and services online without reaching to the stores. This
will help businesses to keep a track of their performance in order to generate higher revenue.
Secondly, it is relevant to understand what all tools organization can use to interact with the
people to boost up their sales. There are various social media platforms which business uses such
as google trends, buffer, Biteable, Buzzsumo, Meetedar, Hootsuite, Mention, Sumo, Canva and
so on. All of these assist organization to interact with the people online and share information in
no time. Furthermore, this helps to reach wide range of customers and build loyalty.
Lastly, to interpret the impact of social media on business. As it helps the concern to attract
a lot of customers and get feedback from them after using the product or service. Additionally ,
this helps to create brand awareness among people regrading the products and services. By
implementing social media strategy business can increase their brand recognition since it helps
them to interact with the people on massive level. This has led to faster and easier
communication. As customers can easily contact the owners and customer care representatives,
all thanks to social media. Also, it helps businesses to respond to customers feedback on time.
One of the greatest quality of social media is its ability to influence people at large. It is useful in
building and networking with the people as it is easier to maintain and develop relationships. It
will led to better customer satisfaction. Social media is helpful in creating better relations
because when businesses receive feedback from people they respond personally to every visitor
instead of using an automated message. One of the goals of businesses is to develop a loyal
customer base. As these platforms are not only to promote products and services but customers
see these platforms to interact with the businesses directly. These interaction with customers also
help businesses to gather information about the current tastes and preferences of the customers
and accordingly come up with the products. It is also helpful in segmenting the target audience
under various categories such as demographic, geographic and behavioural variables in order to
boost up its sales and generate revenue.
In sum, the dissertation will only rely on social media but demand an updated information
about this topic.
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1.3 Appropriate research methods
The overall review of recent work through authors help to identify the impact of social
media on businesses. In addition to this, it has allowed to analysed that a primary method used
for similar study on the topic is basically the empirical analysis of information collected from
“impact of social media on business”. As per the previous studies, it is analyse that there is
requirement to obtain first hand data about the influence of social media on businesses.
a) Qualitative analysis of data obtained by semi structured interviews
Semi- structured interview is a research instrument that allow researcher to study and
discussion with respondents that improve the overall quality of gathered information. The semi-
interview approach is qualitative and help in gaining the overall results of study.
In addition to this, qualitative approach is effective as it include small number of
respondents. As per the article analysed, the number of respondents is two that is senior manager
and social media executive which help researcher to gain information about impact of social
media on businesses. The interview is mainly based on the theme that is role of social media in
business development, advantages and disadvantages of social media, how companies
successfully integrate social media on business and the strategies used to marketing the brand by
organisations at marketplace.
In this case, the qualitative approach is used by researcher that is development of open
question and lead to respondents to discuss regarding topic. This allow respondents to share their
opinions and views because of which conclusions obtained from respondents are different and
might develop difficulties for researcher to draw valid conclusion.
After the interview conducted, the researcher evaluate the information by using
qualitative content analysis that help investigator to interpret data and develop meaningful
information. Moreover, analysing this finding is interested as the answer of respondents is
different. The small number of interviewees allow researcher to gain in-depth knowledge about
topic that decline the authenticity of data and make the study more reliable and effective.
Furthermore, this type of approach for gaining information about research question help
in gaining detailed data as it include opinions as well as experiences of sample size of study.
Therefore, a final critic of this approach is it help in identifying the impact of social media on
businesses by 2 interviewees that might be of interest and allow researcher to gain knowledge.
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But, it does not give concrete and conclusive answers about the research topic that is the role and
impact of social media on businesses.
b) Quantitative analysis of data
As per the analysis the research suggests the way and analysis the impact of social media in
business organisations. There is highlighting of the competitive advantage is achieved by
organisations by social media engagement. The main aim is to identify the factors their business
prefer social media as marketing and communication tools over other available methods. There is
a discussion of the salient features of social media
The research is limited to the size and scope of social media and its impact on the overall
organisational functioning. Principles are applicable to different organisations where there is
brief discussion about the way it is affecting the users. The scope is similar to the one that is
proposed by the future dissertation and findings the results might be used in the future course of
research work. Literature review the social media is to be used for the purpose of business
development at a social media marketing strategies and its impact about social media that helps
in the process of connecting the users with social networking sites. The research focuses on
descriptive study by using qualitative methods that supports a literature review which is available
from different sources. Secondary data is used from observations where online social media
applications and tools are to be used to analyse the business development process (The Impact of
Social Media on Business in 2022).
The second study analysed was focused on analysing the impact of social media on business in
the year 2022. Another important aspect of the study conducted in the scholar is to analyse the
value of social media. Social media is having a huge impact on the way business is able to find
and communicate with the audiences. Social media has changed the way that is leading to start-
ups and targeting the group of people virtually. Social media is completely changing the way
businesses are communicating with their audiences and replacing the business cards by making
the audience is feed. This study is focused on analysing the viewpoints of Gary Vaynerchuk, that
is associated with the way different social media aspects are associated with the business. The
scholar has participated to analyse the different aspects that has led to impact on the present
business scenario. There is high amount of personalization that is related to development of more
personal interaction. It is also associated with the way there is an illusion of morality and that can
create more social networks by encouraging the interaction process. Associated with the way
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there is sharing of customer pose social media helps to cultivate a loyal following to analyse the
customers are using the product after sale. Social media platforms are associated with the
different types of customers are generating reviews and using social media platforms for
providing timely feedback (The Impact of Social Media on Business in 2022).
c) Conclusion
It is analysed that from the above analysis that quantitative research method is more effective and
appropriate as it help researcher to get many responses as possible which further leads to
development of valid and reliable conclusion. In addition to this, it also allow researcher to
gather information based on the facts and figures that further assist to gain better outcomes.
Furthermore, it is determined that there is both positive as well as negative impact on the overall
performance and growth of business and therefore it is vital for companies to focus on using
effective social media marketing strategies. This allows company to increase customer base level
and to reach target customer in a timely and appropriate manner that leads towards gaining high
profitability and revenue. Moreover, it is determined that it is important for researcher to focus
on key aspects of conducting research as it help to fulfil research objectives effectively and
appropriately.
Section 2: Instrument and Conclusions
Instrument
The research instrument is the one which helps in collecting data and information in most
effective manner and it helps in gaining research aim and objectives of the given report. Within
this report, the topic which is choosing is “impact of social media on business”. It is a case study
on Hilton hotel. For collecting the data and information, it is important to consider the methods
which is taken in the literature review. Within this research, researcher has taken survey method
in order to develop more informational and collecting data and information in order to achieve
valid information (Chen, Riantama, and Chen, 2021). Within this research quantitative method is
used by researcher because this helps in collecting valid information. Within this questionnaire
survey is used for collecting of data and information. This will be helpful in achievement of
research aims and objectives. Further, questionnaire survey is collected through using of graphs
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and charts and tables in order to get primary and numerical information. This questionnaire is to
filled by respondents and develops more information as well.
The survey consist of close ended questions which include business information and it is
to be filled by respondents. It is necessary to collect data and this survey is conducted online
which could helps in getting valid information.
The present survey is used for gathering information into the following 3 aspects these
are mentioned below :
Impact of social media on organisation
This survey includes questionnaire which resulting in gathering and collecting valid and
reliable data and information. It is being said that social media is impacting the business in most
effective manner (Watanabe, Kim, and Park, 2021). Within the questionnaire, many of the
respondents answered that social media is impacting the business in positive ways like it helps in
achieving organisational productivity. But on the next hand, some of the respondents answers it
is creating negative impact on the business as business can't be able to handle many of the
customers and they could not connect with each and every customer. The rest of the people said,
it is creating neutral impact on the hotel.
Effectiveness of social media strategies
The effectiveness of social media strategies is that it helps in development of the
organisational profitability and productivity. There are certain types of social media strategies
like Instagram, Facebook which helps in attracting large number of customers and get to know
about their product and brands. Further, these social media strategies helps customers in sharing
their feedbacks and complaining to the executives if they did not find something good (Harrigan,
Daly, and Evers, 2021). Most of the people answered that there is a strong effectiveness of social
media on hotel.
Challenges while using social media strategies
There is a question includes if the manger are facing challenges while implementing
social media strategies. So, some of the challenges and issue which is being faced by manager of
hotel like changing customer expectation, handling their complaints etc., Some of the people said
yes they are facing challenges and some answered no. this question is important because it is
important to get information about respondents answers and work on those issues by making
specific strategies.
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Conclusions
In this present study, quantitative research method is used because this helps in collecting
valid and reliable data and information about a particular topic (Michaelidou, Micevski, and
Cadogan, 2021). This helps in gaining more reliable information by using charts and graphs etc.
this method is useful for achieving researches aim and objectives.
It is to identify that what is the objective of study. The main objective and aim of the
study is to determine the impact of social media strategy on their hotel performance. It includes
certain aspects and features of having social media strategies within business environment.
Within this online surveys is conducted by the researcher and get to know about the benefits and
impact of social media on the organisation performance. Within this research, the researcher is
using method and this will helpful in achievement of research aim and objectives. It is being
concluded that social media is enhancing the productivity through enhancing more customers
and making awareness about the company. Also, it is being concluded that some of the social
media strategies like Facebook, Instagram and other method will helps in making awareness of
the company products and in relation with the Hilton hotel, managers are making proper
strategies and posting various thing on social sites in order to attract more customer. Further
manager should have to keep the challenges in mind and for them they have to make certain
strategies which could be resulting in overcome from those issues. These should be helpful in
development of the hotel gaols and attracting more customer and satisfy them accordingly.
The alternative methodology which is taken within given research will be interview
method because this will be helpful in taking interview from the respondents personally and this
will be helpful in achievement of research aims and objectives successfully. This alternative
method will helps the researcher in developing true and valid information as compared to the
questionnaire survey. As it does not includes graphs and charts in order to collect accurate data
and information (Petratos, 2021). Further, it is said that questionnaire is having some of the
disadvantages is that the study sometimes lack in getting valid information and responses. For
this reasons, it can be considers that this research is conducted with the help of respondents and
these respondents will be the employees of Hilton hotel. Thus, it is important to get true
information and this will be developing more information as compared to the questionnaire
method.
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Section 3: Research Dissemination
Relevance and audience
The future of this study is to get valuable and reliable information as compared to any of
the other methods. It is to discus about the impact of social media strategies on the hotel
performance. Firstly, the main objectives of this research is to get accurate and reliable
information by analysing different books and interpretations and getting answers from
respondents. This helps in getting true recommendations and conclusions of the given report. The
another aspect is to get initial research about a chosen topic and this research is conducted
between the employees of Hilton hotel. This research is conducted through selecting samples
from large number of respondents. In this random probability sampling is used to get accurate
information about the business environmental and social media strategies used in the hotel.
However, the importance of conducting this research is that it will be helpful in future
perspective also in order to enhance company performance and their profitability and sales
(Renjith, Sreekumar, and Jathavedan, 2021). Now a days, digital technologies and social media
is becoming most important for the company.
Further, this study will be helpful for the employee also in enhancing their growth
opportunities and also for the researcher in enhancing their skills like communication and time
management skills. These findings will be helping in getting true interpretations and developing
new information as well.
Communication of research
Firstly, it is being considered that who is the audience for the results, from where data can
be obtained etc. for this I have collected data through respondents and these respondents are the
employees of Hilton. I have kept that data in a device which could not be disclose to any third
party. The data is being collected through analysing the market an communicating with the
respondents and make them fill questionnaire survey. Also, it is important for the researcher, to
engage audience with the study and also involves them in planning. The next is to focus on the
plan and information received which is most important (Vinuales, and Thomas, 2021). It is to
access to the bigger audience. Also, I am planning to work on the outputs which helps in
conducting of the activities and provides information to the stakeholder who is having interest in
the received data and information. This helps in collecting true and reliable data and also
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provides relevance to the information. The design of the report includes literature review,
research methodology and instruments and the relevance and communication of research.
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REFERENCES
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Identifying influencers on social media. International Journal of Information
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Michaelidou, N., Micevski, M. and Cadogan, J.W., 2021. Users’ ethical perceptions of social
media research: Conceptualisation and measurement. Journal of Business Research,
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Petratos, P.N., 2021. Misinformation, disinformation, and fake news: Cyber risks to business.
Business Horizons, 64(6), pp.763-774.
Renjith, S., Sreekumar, A. and Jathavedan, M., 2021. A comparative analysis of clustering
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In Advances in Artificial Intelligence and Data Engineering (pp. 1047-1065). Springer,
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Online:
22 Benefits of Social Media for Business, 2020 [online], Available
through<https://blog.hootsuite.com/social-media-for-business/>
The Impact of Social Media on Business in 2022 [online], Available
through<https://www.researchgate.net/publication/334522925_Impact_of_Social_Media_A
pplication_in_Business_Organizations
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