Identifying Social Media Marketing Factors and Sales Promotion Impact

This research proposal examines the influence of social media marketing on sales promotion within the Sri Lankan hospitality industry. The study aims to identify key factors impacting the usage of social media campaigns, assess the level of sales promotion, and determine strategies to enhance their effectiveness. The proposal outlines the research objectives, background, literature review, and proposed methodology, including a questionnaire. The research also addresses potential issues faced by the hospitality industry in Sri Lanka when using social media for marketing. The literature review explores existing research on sales promotion campaigns, factors affecting their usage, and strategies to improve their effectiveness, while the methodology section explains the data collection and analysis approach. The proposal concludes with recommendations and a discussion of the study's implications, including the importance of adapting to the evolving landscape of social media marketing to attract consumers and drive sales.

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.