Assessing Social Media Marketing Significance for Hilton Hotel

This research project examines the impact of social media marketing on Hilton Hotel's promotional activities and overall success. The report begins with an introduction outlining the research's overview, rationale, aims, objectives, and questions, followed by a framework and analysis. A literature review explores the relationship between social media marketing and firm success, direct communication, and the hospitality industry. The research methodology details the research type, design, approach, philosophy, data collection methods, and analysis techniques. The findings and recommendations are presented, along with a conclusion. The study employs a descriptive research design using an interpretivism philosophy and a deductive approach. Data collection involves both primary and secondary methods, with thematic analysis used for data representation. The report highlights the importance of social media for increasing website traffic, boosting sales, and enhancing customer engagement within the hospitality sector, providing valuable insights into the strategic use of social media marketing by Hilton Hotel.

Research Project

Table of Contents
Chapter 1:Introduction.....................................................................................................................1
Overview of research..................................................................................................................1
Rationale for the study................................................................................................................1
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Framework and analysis..............................................................................................................2
Chapter structure.........................................................................................................................3
Chapter 2: Literature Review...........................................................................................................4
Relationship of social media marketing and success of firm......................................................4
Relationship of social media marketing and direct communication...........................................5
Social media marketing and hospitality industry........................................................................5
Chapter 3: Research Methodology...................................................................................................6
Research Type.............................................................................................................................6
Research Design..........................................................................................................................7
Research Approach.....................................................................................................................7
Research Philosophy...................................................................................................................7
Data collection method...............................................................................................................8
Sampling.....................................................................................................................................8
Data Analysis..............................................................................................................................8
Chapter 4: Analysis and Findings ...................................................................................................8
Chapter 5: Recommendations .......................................................................................................19
Chapter 6: Conclusion....................................................................................................................19
REFERENCES..............................................................................................................................21
.......................................................................................................................................................22

Chapter 1:Introduction
Overview of research
Marketing is an essential activity for company to exchange relationship. Mainly, it is a
process of satisfying customers by providing them valuable products and services. The main
advantage of marketing is to promote company and its products in market place. This will create
awareness of the customers towards the products offered by the company. In this context, social
media play a significant duty in building strong relationship with customers by providing them
necessary data about the organization and its offerngs as well. Social media includes various
platform as well as sites such as Facebook, Instagram, Twitter, LinkedIn and many more which
largely used by the people. Now a days, almost each and every person use social media with the
purpose of connecting one person to another (Aichner and Jacob, 2015). This concept also help
business organization to connect with numerous people so that they can easily increase their
performance level at market place. With the use of this, company also take feedback from
customers towards its offerings products through which they improve their product quality and
provide higher satisfaction to customers accordingly. In hospitality sector, social media also
consider as an important aspect through which hotels update their information on online sites. By
this customers easily get necessary information about their services. Social media is a
promotional tool for organization by which firm promote their services top invite large number
of customers over there. Present research is based on the Hilton Hotel, is famous American
hospitality company which provide full hotel services to customers at global level. Company use
social media as a marketing tool to reach large number of customers in order to attain success at
market place.
Rationale for the study
Current study is based on the importance of social media on marketing activities of the
company. Mainly, social media consider as an important activity in promoting services in
market and also grab customers attention. The main reason behind conducting research is to
investigate the facts about the effectiveness of social media. It help Hilton Hotel to promote its
activities in market place with the purpose of enhancing their market share and profitability as
well (Braojos-Gomez, Benitez-Amado and Llorens-Montes, 2015). By carry out the research,
investigator can easily evaluate the main benefits of implementing social media in Hilton Hotel.
1

By this company can easily share positive relation with customers and influence them to use its
services again and again. It help in establishing competitive brand image of the company at
market.
Research Aim
“To assess the significance of social media marketing on marketing activities of
organisation- A study on Hilton Hotel”
Research Objectives
 To analyse importance of social media marketing on enhancing promotional activities of
Hilton Hotel.
 To evaluate factors of social media marketing benefiting Hilton Hotel in achieving goals
 To make recommendations on improving social media marketing efforts of Hilton Hotel
Research Questions
 What are the factors of social media marketing which are benefiting Hilton Hotel?
 Do social media marketing is important to Hilton Hotel in marketing of its products and
services?
 What is the relationship among social media marketing and success of firm?
Framework and analysis
It is an important part of the research in which investigator easily gather detailed
information about the topic in order to draw a effectual decision. In this context, researcher use
various tools which help them in collecting information about the importance of social media on
marketing activities of the company. All these can be understood by following points:
Research design: The present research has been undertaken by the descriptive research
which help researcher to gather detailed information about the significant of social media on
marketing activities (Chaffey and Ellis-Chadwick, 2019). This is effective to collect data by
description of population within the study.
Research philosophy: Current research is based on the interpretivism philosophy in which
researcher gather theoretical aspect with the purpose of dealing with the importance of social
media on marketing activities of the company. By this investigator gather accurate information
about the topic.
2

Research type: For carry out the research activities, researcher use deductive approach as
it help in analysing the importance of social media on marketing activities of an organization in
order to improve performance level (Chang, Yu and Lu, 2015). With the help of this approach,
accurate data in effective manner.
Research approach: The current research will be based on deductive approach in which
investigator gather data towards the benefits of social media. By this, investigator can easily
gather relevant and accurate information.
Data collection: Current research is based on the both primary and secondary method to
formulate the aim benefits of social media. For gathering primary information, researcher
consider sample of customers whereas secondary data will gathered through various sources like
books, journals, articles and another published sources.
Data analysis: For collecting data for current research, investigator use qualitative
technique in which researcher use thematic analysis to represent their collected data and
information.
Chapter structure
The research activities should be represented in an systematic format as it help in
evaluating the positive outcomes of the research. In this researcher is going to follow the
structure that are underneath:
Chapter 1: Introduction
It is crucial section of the research as it define a brief overview of the study. Along with
this, it also determine the research aims and objectives that attain by the researcher (Daft, 2015).
With the assistance of this investigator can easily take right decisions.
Chapter 2: Literature review
It is the second chapter of research which define the important information related with
the social media on marketing activities. Under this, data is gather from different sources such as
books, journals, articles and another published papers.
Chapter 3: Research Methodology
This section is also play a significant role in gathering relevant data and information.
Mainly, it consist different tools and technique which help investigator to analyse data in order to
produce valid outcomes.
Chapter 4: Data analysis
3

This is one of the most crucial section of investigation to analysis the research questions
and objectives (Erevelles, Fukawa and Swayne, 2016). Mainly it provide detail information to
determine the findings. With the assistance of this, investigator can easily present outcomes in an
appropriate way.
Chapter 5: Conclusion and Recommendations
It is last chapter of the research project by which researcher draw a valid conclusion on
the basis of research aim and objectives. Along with this, recommendations is also includes
necessary improvement in current activities which help in developing scope of the project.
Chapter 2: Literature Review
This section play a important role in carry out research activities in systematic manner.
Under this, investigator needs to carry out an in-depth review through which they can easily
attain valuable and accurate outcomes. Mainly, it includes different authors views and opinion
towards the specific research topic that may contribute in accurate information. As it is based on
the research objectives.
Relationship of social media marketing and success of firm
According Wicks, (2015), Social media marketing is popular activity by which company
easily operate their function and promote their activities at market place. In this context, it help
firm in inviting large number of customers by providing them quality services. The main
advantage of using social media marketing is that it save more time which help business
organization to easily achieve target in market place. Along with this, it is also cost saving as
compare to tradition marketing method as it support Hilton Hotel to connect with their potential
customers through internet, Web based tools and so on. All these are directly contribute in
maximizing the profitability level of the company. For effectively understand the relationship of
social media marketing and overall success of company there are some effective points are as
follows:
 Increase website traffic: Social media includes various posts and ads which are the key
ways to drive traffic to organization websites. In this context, Hilton Hotel sharing great
content from their blogs and websites so that customers can easily attracts towards its
services. It may aid in increasing the positive image and customers base as well.
4

 Boost sales: Social media marketing help Hilton hotel to sell its products and services by
connecting with potential customers. Mainly, it help in communicating with consumers
through which company easily understand their behaviour towards its offerings. This is
the main reason that company easily enhance overall sales.
Relationship of social media marketing and direct communication
According to Collier, (2019), Social media marketing is consider as a way of direct
communicating with people through which individual can easily share their views and opinion
with each other through internet and websites. In organizational context, social media help
support in engaging as well as interacting with customers in a way that is more human. With the
assistance of this, company can easily engage with their buyers by communicating with them. In
this context there are some, there are some advantages of social media marketing and direct
communicating are as follows:
 Boost engagement: The main advantage of social media marketing in exploding
engagement of customers which may aid them in improving their customers base. In this
context, Hilton Hotel use various tools of social media like Facebook, Twitter, Instagram
and many more to boost engagement of the customers towards its offerings.
 Find customers: Social media marketing play a important role in finding potential
customers within the organization through which they easily make their better relation.
Mainly, it is a way by which Hilton Hotel analysis the customers behaviour towards the
its offerings. By this they can easily provide them better satisfaction.
Social media marketing and hospitality industry
According to Felix, Rauschnabel and Hinsch, (2017), Social media consider as a second
generation of Web Development and design which includes the aims to facilitate
communications with number of people through the internet. In this context, there are some
social sites like Facebook, LinkedIn, Twitter, Instagram and many more. All these are directly
communicating with large number of customers through which company can easily enhance
positive image. In hospitality context, Hilton Hotel use social media marketing to promoting
their products and services. By this company easily gather valuable information about customers
and their behaviour to attain set target in market place. Along with this, by using digital
communication channel company also enhance strong customers relationship which help
organization can easily satisfy their potential customers. It provide better support to hospitality
5

organization to maximise customers satisfaction and also make them loyal towards the company
and its offerings. By this company increase their profitability and at the same time also
established competitive image.
Chapter 3: Research Methodology
It is also an important section of the research which provide guidance to the investigator
to completion of the investigation activities in effective manner (Trainor and et. al., 2014). With
the assistance of this, investigator can easily collect relevant information which help them in
drawing a valid conclusion. Thus, researcher needs to select best and appropriate technique to
carry out the whole study in systematic manner. This will directly contribute in attaining positive
outcomes in a systematic manner.
Research Type
Researcher needs to determine the nature of study so that they can easily choose suitable
method and techniques for carry out the research activities. Mainly, it includes two type of
research such as qualitative and quantitative research. Both are significant in gathering accurate
information about research topic. The qualitative research is includes collection of data on the
basis of human feelings and perception as well. By this investigator can easily take a positive
results (Felix, Rauschnabel and Hinsch, 2017). On the other side, quantitative research
emphasizes statistical technique in which information will be analysed in numerical way. In this
research, investigator will adopt qualitative research to collect accurate information towards the
main benefits and importance of social media that help marketing activities of the company in
market place.
Research Design
It is a way through which researcher undertake research activities in organized manner.
Mainly, it includes various type of research design such as descriptive, exploratory, experimental
and meta-analytic. Descriptive research emphasizes researcher which includes detailed
description which is based on the existing facts and figures. Exploratory research including some
new concepts and models in gathering relevant data (Hajli, 2014). On the other side,
experimental research design includes the mathematical analysis with the aim of developing
certain theory in order to draw a valid conclusion. For this research, investigator will use
descriptive research design which help researcher gather data towards the significance of social
6

media on marketing activities. With the assistance of this, investigator is able to provide detailed
analysis towards the research activities.
Research Approach
Research approach is consider as an effectual plan that includes steps of data collection,
analysis and interpretation (Saxton and Waters, 2014). It is related with the nature of research
issues which being addressed by the investigator to gather valid information. Research approach
includes two type such as inductive and deductive approach. Deductive approach includes news
theory in which all the outcomes are confirmed by existing observation facts and figures. On the
other side, inductive research is related to observing existing facts and figures. In this research,
investigator use inductive research approach which help in gathering in-depth information to
draw a valid conclusion towards the research objectives.
Research Philosophy
The research philosophy includes the belief pattern followed by researcher with the aim
of carry out the research activities. It is essential for investigator to select the suitable philosophy
to easily collect reliable data and information about the research activities (Lovelock and
Patterson, 2015). Mainly, research is based in the interpretivism and positivism research
philosophy. For this research, researcher will use interpretivism philosophy which may aid in
collecting in-depth information which help investigator at the time of taking final decision in the
research.
Data collection method
This section of research methodology is consider as a vital element of whole
investigation in which investigator gather data through primary and secondary method to draw a
valid conclusion. In this, primary method includes data that is collected for the first time by using
different sources like questionnaire, survey, observation and many more (Rauniar and et. al.,
2014). Other side, secondary data is related with published sources in which information is
gathered through books, journals, articles and another published materials. For undertaking this
research, investigator use both primary and secondary method. With the help of this, research
maker easily gather in-depth evaluation that help them in attaining positive and reliable
outcomes.
7

Sampling
The sampling method related with the selecting the sample from the population. In this
investigator can use probabilistic sampling technique and non-probablistic sampling method.
Both are appropriate for gathering relevant information from different respondents. For this
research, investigator use non-probablistic sampling technique and select 40 respondents whose
are customers of the company. With the assistance of this, research maker can easily gather
accurate information towards the social media on marketing activities on the company.
Data Analysis
This section is related with the process of transforming as well as modelling data for
discovering collected information. By this, investigator can make valid decision which directly
support in determining reliable conclusion. For this analysis, researcher can adopt qualitative or
quantitative methods. In this research, investigator will consider qualitative method to gather
relevant data ad information towards the specific topic (Ryan, 2016). With the use of this
method, research maker create theme to analyse collected information. It support investigator
while taking research decision to improve the chances of attaining positive outcomes.
Chapter 4: Analysis and Findings
It is one of the most important section in whole research as it provide in-depth
information to the researcher which assist them in drawing a valid conclusion. Thus, researcher
is responsible for adopting an effective technique technique to attain research objectives in
systematic manner (Tuten and Solomon, 2017). Along with this, thematic analysis has been
adopted by the researcher to represent collected information which support in achieving positive
research outcomes. The current research is based on the significance of social media on
marketing activities. In this researcher prepare a questionnaire in which they ask various
questions from selected respondents that directly contribute in gathering relevant and accurate
information about the company and its services. With the assistance of this, investigator take
positive results in an effective manner.
Questionnaire
Name:
Age:
address:
8

Contact no.:
Q1) Do you have any idea about social media marketing?
a) Yes
b) No
Q2) Is social media used as a promotion tool for Hilton Hotel?
a) Yes
b) No
Q3) What are the important tool of social media used by Hilton Hotel to gain profitability
at market?
a) Facebook
b) Instagram
c) Twitter
Q4) Is social media support business organization to connect with their target customers?
a) Yes
b) No
Q5) What are the main advantages of social media on marketing activities of Hilton
Hotel?
a) Enhance profitability level
b) Create awareness
c) Develop relation with customers
Q6) Is social media and marketing activities of Hilton Hotel are interrelated with each
others?
a) Yes
b) No
Q7) What are the main challenges faced by Hilton Hotel at the time of using social media
marketing in their organizational activities and function as well?
a) Insufficient fund
b) Requires more time
c) Increase Complexity
Q8) Is social media marketing helps Hilton Hotel to invite more and more customers to
purchase its products?
9

a) Yes
b) No
Q9) Is Hilton hotel directly communicate with its customers by using social media?
a) Yes
b) No
Q10) Any recommendations for business organization through which company can easily
enhance their productivity level?
Questionnaire
Q1) Do you have any idea about social media marketing? Frequency
a) Yes 30
b) No 10
Q2) Is social media used as a promotion tool for Hilton Hotel? Frequency
a) Yes 25
b) No 15
Q3) What are the important tool of social media used by Hilton
Hotel to gain profitability at market?
Frequency
a) Facebook 20
b) Instagram 10
c) Twitter 10
Q4) Is social media support business organization to connect with
their target customers?
Frequency
a) Yes 30
b) No 10
Q5) What are the main advantages of social media on marketing
activities of Hilton Hotel?
Frequency
a) Enhance profitability level 20
10