Influence of Social Media Marketing on Hilton Hotel Brand Image

This report delves into the influence of social media marketing on the brand image of Hilton Hotels. It begins with an executive summary and table of contents, followed by an introduction that establishes the rationale and objectives of the study, focusing on how social media, particularly Facebook, Twitter, and Instagram, impacts customer engagement and brand perception. The report reviews relevant literature, exploring the role of social media in building customer relationships, sharing information, and understanding customer needs. The methodology section outlines the research design, data collection methods, and sampling techniques used to analyze Hilton's social media strategy. The findings and analysis section presents the results of the research, examining the effectiveness of social media in building customer relationships and its impact on Hilton's brand image. The report concludes with recommendations for Hilton, reflective analysis, and a comprehensive list of references and appendices.

Module name
Business Research Project
Report/Assignment Title Business Research Project
Declaration of Original Work:
I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my
original work, researched, undertaken, completed and submitted in accordance with the requirements of
BPP Business School.
The word count, excluding contents table, bibliography and appendices, is _5000__ words.
Student Reference Number: BP0033699 Date: 08/08/2016

BUSINESS RESEARCH PROJECT BP0033699
INFLUENCE OF SOCIAL MEDIA
MARKETING ON BRAND IMAGE
OF HILTON HOTEL
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BUSINESS RESEARCH PROJECT BP0033699
EXECUTIVE SUMMARY
In present report, the learning has evaluated the impact of social media marketing which
is beneficial to improve effectiveness of businesses. Hilton Hotels and Resort has been
considered as organisation in order to meet goals and objectives. It has been identified that
before purchasing any kind of product nowadays customers are using social media tools to
access information about product and services. It means social media is one of most appropriate
tool for the organisation that can lead business to advanced level of success. It has been
evaluated that the Hilton Hotel and Resort is well focused towards effective use of social media
tools. With an improved focus on Facebook, Twitter and Instagram the businesses are easily
building effective relationship with target customers. Social media also provides better
opportunity to have engagement with the customers. It is considered as tool that provide better
platform to improve overall engagement.
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BUSINESS RESEARCH PROJECT BP0033699
TABLE OF CONTENTS
BACKGROUND.............................................................................................................................4
Introduction and Rationale of Study............................................................................................4
Aim and Objectives.....................................................................................................................5
Literature Review........................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................9
Introduction..................................................................................................................................9
Research Design..........................................................................................................................9
Data Collection..........................................................................................................................10
Sampling....................................................................................................................................11
Data Analysis.............................................................................................................................11
FINDING AND ANALYSIS.........................................................................................................12
CONCLUSION AND RECOMMENDATIONS..........................................................................21
REFLECTIVE................................................................................................................................22
REFERENCES..............................................................................................................................24
APPENDIX....................................................................................................................................27
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BACKGROUND
Introduction and Rationale of Study
Social media is considered as one of the most significant aspects that are being accessed
by businesses in order to have sustainable development. Social media marketing provides better
opportunity to create brand image which is beneficial to attain sustainable development. Brand
image development also enhances sales and market share that is one of key benefit. By having
an improved focus on Facebook, Twitter and Instagram; businesses are building better
relationship with customers. It is because the social media tools allow having direct
communication with customers using feed and comment option (Barnes, 2008). For example,
Hilton is using Facebook and other tools of social media to share information then company can
have direct communication with customers using chat option (Bateman, Pike and Butler, 2011).
It allows having better communication with customers and identifying key features in an
appropriate manner (Charlesworth, 2011). Brand image is referred as the factor that allows
customers to recognise the organisation by its name and logo (Charlesworth, 2011). It is the one
of the key reasons that the researcher has selected this topic to understand effectiveness of social
media in building brand image of business (Lara and Lucas, 2010). There are number of
researchers who considered social media as a critical aspect in their studies such as Jun, Taylor
and England in year 2015. But following researcher investigations has faced few limitations
which are classified as lack of evidences provided in the studies that has impacted effectiveness
of study. So, in order to overcome such aspect, researcher will select the topic Hilton Hotel UK
will be chosen as an organisation because it is considered as one of the leading business firm in
the hospitality sector (Burton and Soboleva, 2011). Organization is holding high market share in
UK that can be evidence in respect to above statement (Hilton Hotel, 2016). Company is having
good brand image in the market and management is also focused towards effective use of social
media tools in its marketing (Trip advisor, 2015).
Refer to Appendix for more information
Aim and Objectives
Aim
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Key motive behind carrying out this study is to assess the influence of social media
marketing on the brand image of business. In this respect, Hilton Park Lane, London has been
chosen in the study.
Objectives
 To analyse Hilton’s social media strategy with respect to Facebook, Twitter and
Instagram.
 To assess the effectiveness of social media in building relationship with customers by
evaluating use of social media tools
 To determine the impact of social media practices on brand image of Hilton Hotel, UK by
focusing on key methods of social media. Such as blog, feed, image, graphics.
Literature Review
Literature review is considered as one of the most significant sections of study because it
helps in evaluating different views presented by the diverse authors. It is also beneficial to meet
the goals and objectives of study.
As per the views of Vinh and Craig (2007), in current market conditions, social media is
considered as one of the most commonly used methods that help business in making better
relationship with customer. It allows business to have direct communication with customers with
regard to products and services that allows in maintaining strong relationships (Barnes, 2008).
Businesses are using social media in an appropriate manner to have effective promotion of
products and services (Vinh and Craig, 2007). Further, it has been witnessed that companies are
operating in the market where competition level is quite high and large numbers of hurdles are
present that may affect overall development. (Evans, 2010). Barrigar (2009) has said that by
using social media, companies are focused towards effective identification of customer needs so
that issues can be resolved effectively. Social media sites like Facebook, Twitter and Instagram
are allowed to share pictures and videos (Bateman, Pike and Butler, 2011). It means the
organization can share picture of product and services in order to attract customers because
company is effectively active on social media performs like Facebook, Twitter and Instagram.
For example, the Hilton is focused towards sharing of hotel premises pictures on social media so
that better competition can be provided in the market. Hospitality firm is looking to introduce
new services in the market and management has shared information about key features of
services through using social media tools. It will acknowledge customers about key features of
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services and attract them to purchase services (Barrigar, 2009). Social media use will allow
customers to provide response towards product by using comment and re-tweet option. It means
the customers can provide their response and belief towards product and services that allows
management to understand customer perception towards services.
By having consideration of social media, customer needs and perception can be examined in an
appropriate manner (Taylor and England, 2015). It will lead business to a better success because
social media helps in evaluating key aspects which relates with business. For example, the
response provided by customer on social media provides learning about customer belief and
perception. Such as customer response, market trends, etc. For example, the comments provided
by customer reflect the belief and perception of customer. It is also beneficial to improve
relationship with customers in order to accomplish the goals and objectives (Burton and
Soboleva, 2011).
Byun and et.al., (2013) has contended that every customer has specific needs. So, it is
essential for business firm to evaluate customer needs in an appropriate manner to accomplish
them. By having proper engagement with customers, Hilton Hotel can determine needs and meet
them in the desired way. Engagement is kind of communication with employees that help in
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understanding of needs (Vinh and Craig, 2007). For example, the sharing of pictures on social
media and comment of customer on those shared pictures and videos is way of communication.
It indicates that comment of customers on shared pictures and videos are promoting engagement
aspects. Social media is a tool that allows users to have proper engagement with every practice
of company (Burton and Soboleva, 2011). It has also been noticed that companies are using
social media to share proper information to customers in relation with products and services
(Byun and et.al. 2013). It allows in meeting long term goals so that there will be better
competition with rivalsries. For example, the management knows that customer demand high
quality product then organisation can design activities that can improve quality. It will increase
sales of company which will be better competition for rivalries. Sales of organisation will be
improved because quality is being considered as significant aspect in purchase decision making
process. According to Liao and Cheung (2011), by accessing social media tools, global business
giants have understood key expectations of their customers. It also allows gaining better
competitive advantage and ensuring that organisation is having sustainable development (Carter,
2012). With an assistance of this, number of challenges and issues can also be overcome that
businesses face in the market. Environmental, social and behavioural aspects can also be
evaluated effectually by accessing the social media tools (Liao and Cheung, 2011). Social media
provides learning in regard to Environmental, social and behavioural which helps in effective
evaluation. Numbers of blog sites are present in the markets that are being operated by business
firms to create awareness about current market trends. For example, management of Hilton Hotel
is using blog sites to share articles and learning about hospitality industry (Casteleyn, Mottart
and Rutten, 2009). It also renders better values to the customers and improves customer
relationship. For example, the company is offering information about services and customer
support using social media then customer interaction will be increased that helps in advancement
in satisfaction level and customer relationship. Customer interaction allows management to
develop products and services as per needs which is beneficial to meet better values (Burton and
Soboleva, 2011). Customer can complain about issue using social media which provides better
convenience to customers as well as company. It is also beneficial to for improving the brand
image because it helps in creating better awareness among customer about product and services
(Champoux, Durgee and McGlynn, 2012).
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Morteza (2011) has asserted that the customers are also allowed to provide feedback and
register complaints about products and services. It also allows management to provide quick
response to the customers so that issues can be resolved on time (Morteza, 2011). For example, a
complaint registered by customer that he is facing with regard to quality of services. In this
respect, flow of communication is quicker as compared to traditional methods. For example, the
company is using newspaper for advertising then it will take printing and distribution time. It
means the traditional methods are more costly and time consuming as compared to social media.
On the other side, there is no requirement of printing and distribution because it focuses on mass
distribution. In social media, wide range of customers can be targeted in less time at low costly
as compared to traditional methods. It means that activities can also be implemented in a quick
manner to overcome the issue and improve overall performance (Evans, 2010). Mathur and
Evans (2013) has also stated that the hospitality organisations are more focused towards social
media marketing in order to share significant information about services that are being offered by
business. Companies are having sharing of information in context to new product, service
modification and discount on services, etc. For example, the online websites always have
appearance of discount and offers on purchase.
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It enhances the satisfaction level among customers and affects business in a positive manner.
Low cost product purchase with high quality is one of key need if customer so discount and
offers on purchase meet key needs and enhances satisfaction. For example, customer is searching
for accommodation services and he has gained acknowledge that accommodation services
available at XYZ hotel. It will meet customer needs and provide better satisfaction level because
level of convenience will also be enhanced. Social media allows management to understand
customer perception by analysing comments and review provided on web pages. It also assist in
services transformation as per needs to meet satisfaction standards. For example, the quality of
products is being improved by organization on basis of customer needs. If customer has provided
feedback that quality of services need to be improved as per Six Sigma then organisation can
have changes in services as per feedback. Moreover, companies have continuous change in
services so that needs can be accomplished in appropriate manner. Such as product feature,
changes in feedback process, etc. In other aspect, efficient sharing of information is beneficial to
have advancement in customer retention and accomplish long term goals in a desired way
(Mathur and Evans, 2013). Further, it has been noticed that for businesses, satisfying needs of
target market is one of the toughest tasks (Fitton, 2012). With assistance of social media tools,
business firm can also present high scale of efforts with respect to promotion and marketing of
products and services Barrigar (2009). Katerina and et.al., (2009) has contended that by having
an improved focus on social media tools; business entity can also create differentiation in the
market. It is beneficial to attract more customers and lead businesses to great opportunities. It is
because social media share information about products and services which attracts customers.
Price discounts and further information is shared with customers who help in selection of
services. By using unique messages in social media marketing, company may differentiate its
products and services as compared to competitors (Bateman, Pike and Butler, 2011). New
products can also be developed by using social media because it allows having direct
communication with customers (Katerina and et.al., 2009). Along with this, the company can
also have better customer base through use of social media tools. Fillis (2010) has argued that
before purchasing any kind of product nowadays customers are using social media tools to
access information about product and services. It means social media is one of most appropriate
tool for the organisation that can lead business to impressive level of success (Byun and et.al.,
2013). By using information about the product and services the purchase decision can also be
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made in an appropriate manner (Fillis, 2010). Social media practice also enhances the ability of
business to survive in highly competitive market. It may also create better opportunities in the
market and lead businesses to impressive level of success (Byun and et.al., 2013).
Social media marketing has direct impact on the brand image of business where entire
ranges of products are perceived positively by target market (Casteleyn, Mottart and Rutten,
2009). Gupta (2011) has stated that by having effective consideration of social media tools the
business firm can also create unique position in the market by creating better awareness among
customers. Sales ratio of products and services can also be improved by having effective
consideration of social media marketing (Champoux, Durgee and McGlynn, 2012). For example,
company is more focused towards social media marketing that has influenced customer
perception in positive manner and motivated them to access services in appropriate manner
(Gupta, 2011). These kinds of aspect have direct positive impact on the sales and profit margin
ratio of organisation. If customer is well satisfied with the services then it will increase the
customer base and loyalty aspects which is beneficial for organization. It motivates customer to
purchase product on continuous basis. It is because the social media attract customers by
acknowledging them about product so that sales and profit can be enhanced. If customers have
proper information about services offered then they can take proper decision about purchase of
product which is significant for organization for advancement in sales. Further, benefits like
improvement in quality can also be attained by the organisation so that goals and objectives can
be accomplished in appropriate manner. Key methods that are mostly used in social media
marketing are classified as Facebook, Twitter, etc. Hospitality companies are focused towards all
three methods to boost opportunities. Social media practice also allows taking feedback from
customers in regard to services. Issues can be identified in appropriate manner to meet goals and
objectives (Roberts, 2012).
Refer to Appendix for additional information
RESEARCH METHODOLOGY
Research Design
Design refers to path of the study through which it would be conducted (Bateman, Pike
and Butler, 2011). It helps in deciding the research techniques need to use in study for
developing sound conclusion. In this context, there are varied set of design available namely
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exploratory, descriptive, causal, case study and experimental (Morteza, 2011).In present
research, descriptive design has been employed with a motive to gain idea related to influence of
social media marketing on the brand image (Vieria, 2008). With descriptive design, in-depth
discussion is employed to know the way through which branding is influenced from marketing
over social platform (Byun and et.al., 2013). This has been applied because main motive is to
attain result of this study in diverse context and it was the best possible through descriptive
design.
Refer to Appendix for more information
Data Collection
For the purpose of completing the study, it is required to collect relevant set of data for
gaining information related to it. In this context, data can be collected through primary and
secondary sources. Primary data involves collecting first hand information from the respondents
whereas secondary data are already existing data (Creswell, 2009). In present study, data has
been collected from both the sources with a motive to attain in-depth information related to
study. In this regard, primary data has been collected through survey techniques in which data is
obtained from set structured questionnaire (Coram, 2011). This method is employed as it helps in
collecting in cost effective manner (Bell, 2010). Also, it supported in reaching to respondents to
live at far places in real time as well. In present study, survey has taken from 50 customers of
London Hilton on Park Lane in order to gain idea related to influence of social media on
branding. 50 customers are selected because it is easy task for researcher to analyse responses of
50 customers. If number of sample is increased that it will be vague to manage data in
appropriate manner. With the help of survey, researcher is able to gain precise information from
the existing customers of Hilton with regards to branding. It is because customers prefer
purchase of products and services as per brand image along with their needs (Katerina and et.al.,
2009). In decision making process of customers they consider brand image and needs in
significant manner. Questionnaire method is engaged because it helps in gaining specific
information related to subject matter (Creswell, 2009). In the questionnaire, close ended
questions has helped in attaining direct information which aids in drawing sound conclusion. By
using questionnaire the information about social media marketing has been attained so that goals
and objectives can be accomplished. Email is being used by researcher to ask questionnaire from
customers.
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