Analyzing the Impact of Social Media Marketing on Hotels' Finances

This report investigates the impact of social media marketing (SMM) on the financial performance of the hospitality sector, specifically focusing on Hilton Hotels. The study explores the influence of SMM on various aspects such as revenue generation, customer acquisition, brand awareness, and customer loyalty. It examines the use of different social media platforms like Facebook, LinkedIn, and Instagram for advertising and promotion. The report includes an overview of the research methodology, literature review, data analysis, and findings. The research questions address the factors impacting financial health, the positive contribution of SMM, and the impact of SMM on growth and profitability. The report also provides recommendations for Hilton Hotel to enhance its profitability through effective social media marketing strategies, including the analysis of costs, benefits, and customer engagement metrics. The findings highlight the increasing importance of SMM in the modern hospitality industry and its significant role in influencing financial outcomes.

Impact of Social Media Marketing on the financial
performance of hospitality sector

Acknowledgement
I am grateful to all of those with whom I have had the pleasure to work during this and
other related projects. Each of the members of my Dissertation Committee has provided me
extensive personal and professional guidance and taught me a great deal about both scientific
research and life in general. Nobody has been more important to me in the pursuit of this project
than the members of my family. I would like to thank my parents, whose love and guidance are
with me in whatever I pursue. They are the ultimate role models. As my teacher and mentor, he
has taught me more than I could ever give him credit for here. He has shown me, by his example,
what a good scientist (and person) should be.

Abstract
Advancement in technology has boosted the work of business across the globe. It enables
use of the simplest functioning and management approach to different sectors of world. The
technological changes of modern era have transformed manual work into automation because of
the above overview clear presents a background over effectiveness of social media advertising in
meeting customer expectation which is the best way to manage financial performance of an
organization. Thus, the study will outline specific objective with relevance to marketing of social
media and its significance of financial performance of hospitality sector. The research will be
based on objectives, question and hypothesis which will assist in outlining dependency of
individual variable on each other.
Hilton hotels are leading hotel chain serving hospitality services across the globe. The
services of hotels are consumer centric like there are different types of rooms according to
different type of guest like premium deluxe, etc. It comprises discussion and use of research
philosophy, approach, type and design. In addition, it included data collecting and analysis tools
which are used by researcher for exploring research topic, aim and objectives. Like deductive
approach is used by research to frame hypotheses and interpretivism and positivism both type of
philosophies will be used for effective interpretation of results and findings.
That about need of considering social media advertising like it helps the marketing team
of company in generating leads which helps in deriving call to action and effectiveness of
marketing campaign. Further, social media promotion increase visibility of firm which helps the
business in creating brand awareness and earning customer loyalty. By analysing data, it can be
evaluated that Hilton hotel have transformed the way of advertising their services. Now, they are
highly focused on social media to generate revenue and attract people. This way of advertising
has highly influenced overall hospitality sector. It is playing a significant role in increase or
decrease in sales or profits. But the major impact it has is on financial performance of hotel.

TABLE OF CONTENTS
TITLE..............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of the study...........................................................................................................1
1.2 Aim........................................................................................................................................3
1.3 Objectives..............................................................................................................................3
1.4 Research questions................................................................................................................3
1.5 Research hypothesis..............................................................................................................3
1.6 Rationale of the study...........................................................................................................4
1.7 Significance of study.............................................................................................................4
1.8 Scope of study.......................................................................................................................4
1.9 Chapter Structure..................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Social media marketing.........................................................................................................7
2.2 Impact of social media marketing on financial performance of Hilton hotel.....................10
2.3 Impact of social media marketing on growth of hospitality industry.................................13
2.4 Factors of social media influencing performance of organization......................................15
2.5 Recommendation for increasing profitability position through social media marketing....17
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................19
3.1 Introduction.........................................................................................................................19
3.2 Research philosophy...........................................................................................................19
3.3 Research type......................................................................................................................20
3.4 Research approach..............................................................................................................21
3.5 Sampling.............................................................................................................................22
3.6 Data collection....................................................................................................................23
3.7 Data Analysis......................................................................................................................24
3.8 Ethical consideration...........................................................................................................25
3.9 Reliability and validity........................................................................................................26
CHAPTER 4: DATA ANALYSIS................................................................................................28
4.1 Analysis...............................................................................................................................28
CHAPTER 5- DISCUSSION AND ANALYSIS..........................................................................41

5.1 Discussion...........................................................................................................................41
5.2 Analysis...............................................................................................................................42
CHAPTER 6: CONCLUSION......................................................................................................45
6.1 Conclusion..........................................................................................................................45
6.2 Recommendation................................................................................................................48
REFERENCES..............................................................................................................................50
APPENDIX....................................................................................................................................56

TABLE OF FIGURE
Figure 1: Positive influence of SMM on financial performance of hotel......................................28
Figure 2: Type of SMM techniques used by hotel........................................................................29
Figure 3: hotel have retained their customers through SMM........................................................30
Figure 4: There is increase in percentage of profits due to SMM.................................................31
Figure 5: More number of people attracted due to SMM rather than traditional marketing.........32
Figure 6: ROI have increased with investment done in SMM......................................................33
Figure 7: hotel have maintained their financial stability by using SMM......................................34
Figure 8: using SMM is beneficial for hotel in increasing profits for long term...........................35
Figure 9: new customer acquired through SMM has contributed in revenue................................36
Figure 10: adopting of SMM reduced cost of customer acquisition in your hotel........................37
Figure 11: Average cost per month of running SMM on various social media platforms............38
Figure 12: SMM have helped in reducing customer retention cost and rising profits..................39
Figure 13: Cost incurred monthly on mitigating risk in SMM......................................................40

TITLE
“Impact of Social Media Marketing on the financial performance of hospitality sector”
CHAPTER 1: INTRODUCTION
1.1 Overview of the study
Advancement in technology has boosted the work of business across the globe. It enables
use of the simplest functioning and management approach to different sectors of world. The
technological changes of modern era have transformed manual work into automation because of
which it is becoming easy for companies to manage successful business operations (Alhabash,
Mundel and Hussain, 2017). Digitization of business functions aid various department of an
enterprise like cloud computing, which is an effective tool for administration department.
Further, there are social media and online advertising option which is use by marketing and sale
department to boost performance and sales of an entity.
The study is focused on evaluating influence of social media marketing on financial
performance of hospitality sector. In accordance with this, it can be said that spending on global
social advertisement has been doubled from 16 billion $ to 31 billion $ by 2016 (Lipsman and
et.al., 2012). There are different social media platforms where firm is able to market its product
and services via advertisement. Social networking marketing is done on platforms like, Linked
In, Google+ and Facebook whereas micro blogging is done on Tumblr and twitter. However,
photo sharing advertising is done on Snap-chat, Pinterests and Instagram while video sharing is
done via Facebook live, YouTube, Vimeo and Periscope.
Apparently, social media advertising is considered as most approachable way of
marketing companies products and services because it helps business in managing consumer
traffic. It offers direct communication with customers which helps business in determining
individual expectation. Developing understands over consumer needs, wants and preferences is
the best way for the hospitality sector to boost financial gains and profitability. Likewise, it can
be said that advertising on social media come up with various benefits like, it assists in growing
fan base and sales (Whiting and Williams, 2013). Further, it promotes consumer attention as in
this company focuses on generating content by incorporating needs and preferences of potential
purchaser of certain service of commodity. Moreover, the digital marketing support targeting and
returning of customer without involvement of much money therefore it is considered as cost
effective technique of promotion.
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In contrast, Facebook is considered as universal social network which comprise 2 million
trustworthy users. The Facebook advertising cost 1$ per use which is the best way to target a
million of buyers at one platform (Leung, Bai and Stahura, 2015). The advertising campaign of
Facebook is based on three simple steps that is setting up advertisement, targeting and re
targeting. The advertising on social media is based on few objectives that are awareness
objectives. For example, marketing team of Hotel Hilton is focused on increasing reach and
creating brand awareness to attract worldwide travellers. On the other hand, campaigning is
done for consideration and conversion objectives wherein consideration is based on managing
consumer traffic on official website, promoting engagement of guests, encouraging
communication with potential buyers (Buhalis and Mamalakis, 2015). On the other hand,
conversion is based on developing catalogue to boost sales which is ultimately related to
improvement in financial performance of company.
The above overview clear presents a background over effectiveness of social media
advertising in meeting customer expectation which is the best way to manage financial
performance of an organization. Thus, the study will outline specific objective with relevance to
2
Illustration 1: Monthly users of social networking sites
(Source: Jolly, 2018)

marketing of social media and its significance of financial performance of hospitality sector. The
research will be based on objectives, question and hypothesis which will assist in outlining
dependency of individual variable on each other.
Hilton hotels are leading hotel chain serving hospitality services across the globe. The
services of hotels are consumer centric like there are different types of rooms according to
different type of guest like premium deluxe, etc. Further, the firm provides extra luxurious
facility to protect interest of travellers like, spa, bar, restaurant, gym, etc. In accordance with
premium and luxurious services it is important for the business to make use of appropriate
marketing technique to maximize financial returns. However, advertising on social media
platform can be effective and beneficial for the hotel chain because it helps in managing time and
cost effective promotion of services (Floreddu, Cabiddu and Evaristo, 2014).
1.2 Aim
“To investigate the impact of social media marketing on the financial performance of
hospitality sector: A study on Hilton Hotel”.
1.3 Objectives
 To investigate influence of social media marketing on financial performance of Hilton
Hotel
 To identify factors of social media influencing performance of organization
 To assess impact of social media marketing on growth of Hilton Hotel
 To recommend ways to Hilton Hotel for increasing profitability position through social
media marketing
1.4 Research questions
1. Which factors have major impact on financial health of Hilton Hotel?
2. Does social media marketing positively contribute to success of organization?
3. Discuss the impact of social media marketing on growth of Hilton Hotel?
4. How social media advertising can assist hotel Hilton for increasing profitability
position?
1.5 Research hypothesis
 H0 There is significant relationship between social media marketing and financial
performance.
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 H1 There is no significant relationship between social media marketing and financial
performance.
1.6 Rationale of the study
The reason behind choosing social media marketing its relation with performance of
organization and direct interaction with customers. Social media advertising is itself a wide topic
where scholar will be able to explore various aspects such as technological advancement,
automation, content requirement, online conversions, targeting options, etc. (Cabiddu, De Carlo
and Piccoli, 2014) Promoting goods and services on social networking site is an effective
approach to boost sales and gain financial returns. Further, the study is for academic purpose
where learning are knowledge are the crucial aspect for conducting this research, it will help in
boosting learning over different areas of research project like, methodological tools, secondary
facts and findings, etc. In addition, the motive behind choosing this project is personal interest
because advertising on social media is advanced approach that helps firm in managing direct
communication with its customer which is the best way to meeting customer expectations.
1.7 Significance of study
The study is significant is own way as it is based on two different variable which are
interconnected with each other. The hypotheses of the study is framed with the motive of
deriving significance of individual variable and with each other that is social media marketing
and financial performance and influence of digital marketing on profits of hospitality sector.
Further, the research is important because it is for academic purpose and will help in boosting
learning over different concepts of research. In addition, it is important because it will help in
determining need of marketing hospitality services to improve financial performance of business
that is Hilton Hotel.
1.8 Scope of study
The research topic and aim is very wide and therefore it will help in exploring different
related topics which will help in gaining insight over different headings such as, digital
advancement, social networking site, search engine optimization, hospitality industry, marketing
and financial performance (Verma, Stock and McCarthy, 2012). The inclusion of different heads
is effective because it will help the scholar in further studies which are relevant to digital
marketing an advancement. Moreover, the scope of study is based on entire hospitality industry
and specify Hilton hotel which will aid the investigator in developing critical research findings.
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1.9 Chapter Structure
Chapter 1 Introduction: This chapter is based on outlining overview of the study and
topic. In this focus of researcher is on developing little understand over research topic for
conducting entire study. It is based on formation of research aim and objectives which act as
base on entire findings and discussions. In addition, the chapter is discussion of reason and
importance of choosing particular topic like in this scholar derived that motive behind choosing
influence of social media marketing on financial performance of Hilton hotel is wide scope of
learning and boosting knowledge.
Chapter 2 Literature review: IT is the discussion of secondary facts and findings which
are collected by different scholars. It is based on different articles, books, journals, blogs, etc.,
which re based on research topic. In this, it is important for the investigator to make use of
appropriate keywords which helps in relevant and viable research. Further, for making
systematic literature review the scholar forms themes which are based on research objectives and
question. Thus, it can be said that this chapter helps in developing critical understanding over all
objectives and aim of study which makes further discussion simplified.
Chapter 3 Research methodology: This chapter is based on implication of research
tools which helps researcher in analysing, collecting and simplifying gathered information. It
comprises discussion and use of research philosophy, approach, type and design. In addition, it
included data collecting and analysis tools which are used by researcher for exploring research
topic, aim and objectives. Like deductive approach is used by research to frame hypotheses and
interpretivism and positivism both type of philosophies will be used for effective interpretation
of results and findings.
Chapter 4 Data analysis & Interpretation: This chapter is based on information
collected by scholar where the focus of researcher is outlining views of sampled respondents.
This is critical phase of dissertation because it will help in gaining insights of research aim and
objectives. This ill conducted in form of thematic analysis which will helps in specifying every
collected information on the basis of critical analysis. This chapter will assist scholar in arriving
at one conclusion on the basis research questions and hypothesis. Thus, it can be said that this
chapter helps the researcher in deriving purpose of conducting research and aid in making
relevant decisions.
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Chapter 5 Conclusion and Recommendations: It is the summary of entire study which
helps in valuing collected information. It is the outline of every important at information
outlined or collected by scholar. The conclusion will be descriptive on the basis of chapters
which will make clear assumption of over every information collected and analysed. Thus, it is
the outline of dissertation on the basis of which researcher is able to make recommendation for
further improvement with regard to research aim, objectives and questions.
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CHAPTER 2: LITERATURE REVIEW
2.1 Social media marketing
According to Rohm, Kaltcheva and Milne, (2013) digital advancement has revolutionized
industry management very fast pace which is heading towards growth and development of
various sectors like, hospitality, education, finance, etc. There are various changes which are
supported by technological tools like administration via cloud computing recruitment via online
staffing, sales via e commerce and marketing via social networking sites. As per the views of
Inversini and Masiero, 2014, financial performance of company is driven by sales and marketing
therefore it is necessary for the enterprise to imply the use of the best technological tool to
improve financial performance of business. For example, implementing use of social media
marketing is the approach which helps the company in managing worldwide consumer traffic. It
promotes direct communication of organization with it potential shoppers. Like in case hotel
Hilton one of the leading hotel chain focuses on social media advertising to market discounts and
schemes on different travel packages then it will automatically help the firm in gaining travelers
attention which will boost sales and will assist in gaining financial returns.
On the other hand, Newberry, (2018) discussed about content generation at the time of
social media marketing which is the most crucial part of driving traffic to your website or
company specific advertisement. It is important for organization to focus on information
management when implying use of online tools for promotion. The scholar articulates goals of
social media marketing which comprise, broadening of customer reach, developing relationship
with buyers, attaining search engine optimization, promoting brand visibility and encouraging
traffic on official website. Marketing on online platform is a paid efforts which helps the
business targeting potential buyers with one click. For example, hotels chain of hospitality
industry offers unique travel packages according to different season to grab visitor attention. In
this type of marketing, focus of companies is on setting prices for packages with the help of
competitive pricing strategy. In accordance with this the firm is able to set unique price as well
as cost effectiveness of certain offer. This example advertising on online platform denotes
marketing efforts of industry for promoting services on social media.
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In contrast, Poole, (2018) discussed that about need of considering social media
advertising like it helps the marketing team of company in generating leads which helps in
deriving call to action and effectiveness of marketing campaign. Further, social media promotion
increase visibility of firm which helps the business in creating brand awareness and earning
customer loyalty. In addition, reaching and engaging with shoppers via social networking sites is
most profitable approach for the business because it supports customer trust and increase in
sales. Direct interaction of company with firm is the best strategy with the help of which the firm
is able to understand customer expectation. It helps the enterprise in solving queries of shoppers
quickly which aid in customer relationship management. However, Minazzi and Lagrosen,
2013, stated about targeting of specific audience which is the best approach for hospitality
industry because it helps in managing marketing efforts according to different segments of
travellers. In accordance with this, hotels are able to divide travellers according to their person
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Illustration 2: Social media marketing
(Source: Newberry, 2018)

interest, age, gender and geographic location. With this analysis the firm is able to derive
relevant travel packages which are the best way to attract customers and manage sales.
Targeting specific guest assist hospitality industry in managing cost effective marketing via
social networking sites. Apart from this, flexibility on social network to marketing team of
organization is the beneficial step because with the help of this firm is able to analyze loopholes
in certain plan according to customer expectation which are managed in further promotions.
While it could be added from the viewpoint of Rohm, Kaltcheva and Milne, (2013) that social
media is very much laid down into hands of hackers. This is one of the biggest demerit of social
media marketing as any one person would be able to easily extract information about company
and customers on very easy terms. The hackers would be misusing information which is related
to company or customer which is certainly the private property.
Schlinke and Crain, (2013) articulated about different type of social media marketing
activities like photo advertisement where every site offers different character limit for marketing
like in Facebook company has 125 character limits which comprise heading, text and link
description. In this the marketing team has to just simply post an image on Facebook page which
and it will be visible to millions of potential customer or the individual who are following page
of certain company. For example; in case Hilton hotel post marketing campaign on its page then
it will be visible to all the person to have liked, viewed, followed or checked inn Hotel Hilton.
On the other hand, there is video advertisement where the marketing team is limited to certain
minute like in Facebook offer for short mobile video which can be extended to 240 minutes. It is
used by company with certain goals to target its segmented market. Further, explored by
Inversini and Masiero, (2014) there is a carousel advertisement which is known as all in one
advertisement where the company is allowed to post up-to 10 images and video by sharing link
of official website. It is used by organization when the focus of firm on making customer
explores all the aspect of products and therefore done in steps.
According to Kumar and et.al., (2016) it is identified that it is necessary for the company
to focus on content when promoting products and services on social media because the
information once displayed cannot change or argued with customers. Further, this type of
marketing can be disastrous for the business, in case the content is not presented properly. There
are always critique opinion of online marketing and therefore the marketing team of organization
need to have backup plan to managing customer relationship. In accordance with this, it can be
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outlined that real challenge of online or social networking marketing is developing understanding
critique opinion, operation management of network engines and journey of experienced brand on
social platforms.
2.2 Impact of social media marketing on financial performance of Hilton hotel
As per the views of Hollebeek, Glynn and Brodie, 2014, it is articulated that social media
promotion is the best digital approach of boosting financial performance of organization.
Hospitality industry implies the use of social media to connect and interact with travellers for
having word with them and recognizing their changing needs and stay preferences. The hotels
are able to interact with guest before, during and after the vacation which helps in outlining
experience of travellers with hotel. Social media promotion for hotel business has its own varied
benefits like it is cost effective, helps in spreading awareness quickly and making content viral
easily. It promotes quick response and participation of traffic with different business deals. In
accordance with financial performance and online marketing it is derived that it is advantageous
of business because it supports participation of community and commitment to brand with online
hoteliers. The scholar outlined five beneficial factors of social media advisement that is
hedonistic, monetary, functional, and psychological and social which helps in indication
participation of customer on Facebook pages of companies. Thus, from the study, it is been
outlined that advertisement and promotion on social media platforms is most profitable approach
of hospitality industry as it helps the organization in keeping a check over consumer Behavior.
As included by Newberry, (2018), there are many negative impact which is dealt with company
on very serve for the image of venture. The public would be giving up negative comment that too
on public forum and social media that is hindering image of company many times. The word of
mouth which is reaching out to many people all across world will be very much impacting image
of company towards larger scale.
Apparently, Rapp and et.al., (2013), discussed about improvement in financial
performance of hospitality industry via social media promotion. It provides platform to
marketing team of hotel to interact with buyers which helps in understanding and meeting their
expectation which ultimately helps the firm in boosting sales. Increase in sales is the best
approach which assists the business in improving financial gains. Serving customer satisfaction
is the robust growth opportunities which aid hospitality business in improving financial
performance. Further, marketing online cut down the cost of offline marketing campaigns which
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are expensive and lack customer response. Further, include by Minazzi and Lagrosen, (2013) the
offline marketing is limited to include various expenses which are irrelevant and impact cost
effectiveness of functions. However, marketing on social networking site offers cost effective
approach which is ultimately related to improved financial performance of hotel. The best
example of improved financial performance of Hotel Hilton which has enables direct booking
system from its Facebook page. In this the customer can book particular package on the same
page where they are seeing advertisement. It is cost and time effective approach which helps the
hotel in managing sales by deriving consumer friendly booking approach. Offering discounts
directly on booking via social platforms is the effective technique which has helped Hilton hotel
in boosting financial performance. However, introduced by Schlinke and Crain, (2013) it is very
much important and essential that company is keeping on constant monitoring that is done in
way of checking on regular time. Since there are many customers who are checking up their
social media sites several times throughout day constant monitoring is very much necessary that
would be preventing hacking and negative smear campaigns by customers.
However, Hudson and Thal, 2013, discussed about online user generated content on
social platforms like feedback, experience, reviews act as primary information for the company
on the basis of which marketing team of the industry acts and responds to internal department of
organization. The changes in hotels are managed according to customer reviews on hotel services
which helps the organization in serving satisfactory hotel services and managing improvement in
financial performance. On the other hand, Kim, Lim and Brymer, 2015, argued that when social
media marketing company has to incur cost which is not consistent and is a risky investment. In
addition, when advertising online the company needs to make regular changes and innovation in
campaigns for which managing cost is difficult with continuous cost investment process but still
hotel business supports online marketing because it drives consumer traffic which boost sales
which is directly linked to increased productivity of business. Increase in productivity leads to
profit generation which is part of financial performance. As per the views of Rosman and
Stuhura, 2013, it is determined that when advertising services on social media the company need
to focus on managing changes in services as well which again a cost incurring process for the
organisation but on the hand helps hotel in meeting customer expectations. Changing in
accommodation and food services of hotel is the biggest Change management of the hospitality
industry which aid the business in managing growth in financial performance.
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According to Tham, Croy and Mair, 2013, social networking activities are completely
editable and help the firm in capturing consumer attention by addressing their needs. Marketing
on social media platforms promotes situation analysis from where the management of company
is able to determine their offering to shoppers. Analysing situation is the best of deriving cost
effectiveness of digital marketing as explained by Schlinke and Crain, (2013). Further,
forecasting forthcoming changes by reviewing customer preferences and dynamics helps the
management in determining cost which will be incurred for managing changes. This helps in
establishing control over financial of enterprise with the help of which firm is able to develop
necessary contingency plan. As per the views of tom Dieck, and et.al., 2017, financial
performance, sales and digital marketing are interrelated factors which helps in deriving
strengths and weakness of services as per customers. In addition, online advertisement is
effective approach because it helps the business in determining best marketing strategy to
promote sales and increase returns.
Apparently, as per the views of Gibbs, MacDonald and MacKay, 2015, it is identified
that every business is in the race of gaining competitive advantage by addressing distinctive
capabilities of firm. It is done by establishing comparison with competitors which is the best way
of managing improvement in financial of company. For example, the marketing team of Hilton
hotel first analyses marketing and pricing strategy of rivalry firm. After competitor analysis the
focus of team in driving better approach of targeting potential guest or travellers. Developing
strategy on the basis of rivalry and travellers expectation help marketing team of Hilton hotel in
managing robust growth of financial.
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As per Leung, Bai and Erdem, 2017, benefits of social media advertising are effective
therefore Hilton hotel has recruited full-time social media strategist who keeps a regular check
over social media presence of company. Titter, YouTube and Instagram profiles were all set up
and populated with exciting and engaging content, information and pictures. This is cost
incurring process but helps the hotel chain in managing positive response of travellers by quick
booking, increasing sales and customer base. Further, Hilton hotel aim at developing customer
relationship management which helps the business in deriving changing stay preferences of
travellers. Apart from this, it helps in determining seasons of tourist, different travel packages
which can be offered and price sensitivity of travellers.
2.3 Impact of social media marketing on growth of hospitality industry
According to Xiang, Schwartz and Uysal, 2017, online marketing has boosted innovation
and invention of hospitality industry which is the sensation idea that depicts growth o industry
via online marketing and advertisement. The author discussed about promotion and quick
consumer response two criteria which are core reason behind development of hospitality
industry. The industry is not only limited to accommodation but is focused on quality food, and
other luxurious activities like, Spa, gym, entertainment, bars, etc. It is necessary for the hotel to
promote every premium facility to grab attention of travellers. Further, the assistance from trip
ad visor is the approach which helps the business in managing content flow to consumers. He or
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Illustration 3: Twitter following of Hotel Hilton
(Source: Hilton Hotels & Resorts Facebook statistics, 2018)

she is the person who also assists in online marketing by managing review of travellers for
particular hotel of industry.
Chang and et.al., 2016, articulated about marketing approach of Hilton hotel where
marketing team emerged with technique promotion strategy where the focus of team was on
sharing travel stories of its customer son its page with the objective of “Our page your story” In
this the marketing executive collected numerous travel photos of its potential guest and
collaborate each of them in video and launched it on you tube. In this the company seek for
individual consent for sharing their images. However, it assisted the hotelier in creating value of
its customers which was the most effective way of social media marketing and assists in growth
of hotel by determining long term success. With this online campaign the hotel chain was able to
gather reviews of different customers from different cities which were the best strategy of
serving satisfaction and increasing sales.
According to Rosman and Stuhura, 2013, social media marketing influenced growth of
hospitality industry by giving a platform for communicating with customers to derive individual
needs and preferences when they are traveling to other country. Hotel is the basis place where
the person resides at the time of travailing. However, when planning a travel the major focus of
person is on determining place to stay and eat. Therefore, the person seeks internet and social
networking sites to provide option. This clearly derives the needs of marking online for
managing growth and development of hotel. Likewise, Hollebeek, Glynn and Brodie, 2014,
discussed about content for hotels which still reigns supreme but hoteliers are never short of new
marketing ideas to try because it is one of the crucial aspect that helps in increasing sales, market
share and customer base which is directly related to improved financial performance of business.
For example, the marketing strategy of Hilton hotel is on posting experiences of visitors which
are not limited to pictures but includes idea with editing like Crystal blue waves, purple mist for
spring. The post related to visitors is the marketing strategy which help hotelier in higher
engagement of worldwide customers. On the other hand the biggest rivalry of Hilton hotel
believes that content is double time beneficial in comparison to photos and videos ads therefore
promotes services and offers by including relevant information in marketing campaigns.
According to Rosman and Stuhura, (2013) it is very much vital that company is linking their
sites with other third party service providers like that of tour operators. This will help them in
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spreading information related to their company and other financial should be matching with that
included into website of other service providers.
Likewise, Perera and Perera, 2018, discussed about increasing following of Hotel Hilton
over its social media platforms is a clear indicator of its increase performance of marketing in
entire industry. It is determined that hospitality industry holds strong control over customer
because it is based on prior bookings. However social media market has captured the growth of
industry because via social networking site people across globe are able to compare prices of
different hotel and restaurants which helps the individual in easy travel management. It could be
included by Moro and Rita, (2018) hotel will be having much huge burden of marketing
department as they need to collect correct type of information related to market and its trends.
There will be very much increased power of customer as they are having power of doing the
negative publicity and combating negative feedback from them all.
2.4 Factors of social media influencing performance of organization
According to de Queiroz Falcão and et. al., 2018, it is articulated that information is the
critical factor which drives use of social media and helps the organization in boosting
performance. It is the platform which supports information and communication of marketing
team with the help of which firm is able to attract wide range of buyers at one platforms. It is the
opportunity of exploring needs of different types of buyers which helps the business in producing
appropriate goods and services. Style of marketing over social media platform varies from
industry to industry but the objectives of business are common which is to gain consumer
interest and increase sales of commodities or services. Hospitality industry is making appropriate
use of social media by offering discounts on travel packages according to season. This approach
of advertising is the factor which is driving growth of hospitality business. As per Hollebeek,
Glynn and Brodie, 2014, online marketing helps the business in diversifying its marketing
approach which aid in deriving various cost effective advertising technique that helps the
organization in gaining improvement in financial performance.
On contrary Moro and Rita, (2018), subjected about customer satisfaction and
responsiveness as factors of social media which are influencing performance of organization.
Content chosen by marketing team of the company play vital role in making effective social
media advertisement and controlling two factors of business performance. There the scholar
discussed about formation and visual display of content when advertising on social networking
15

sites. It is common approach of modern era but can turn negative for the business because it
sensitive approach of marketing and reaching customers. It is beneficial factor for boosting
performance of organization because with the approach firm is able to derive customer
expectation and changing preferences. It can be said that the approach helps in managing
continuous touch with social cultural factors and trends which is the best way of set
improvement in services and improve performance of organization.
Customer relationship management: Thornhill, Xie and Lee, 2017, articulated about
customer relationship management is factor of social media marketing that assist hospitality
industry in improving performance, CRM assist the management in determining satisfactory
cones of potential customers and needs of changes. With regard to this firm is able to provide
quick response to consumer query by making relevant changes. Reacting instantly to complaints
of buyers or visitors is the best approach of managing improvement in performance which is
supported by social media marketing. However, customer satisfaction and CRM denotes increase
in sales of services which reflects increase in financial performance of business. In accordance
with this, it can be said that social media incur cost of firm but on the other hand helps in gaining
similar returns which are reflected in increase in sales which is directly proportional to profits
and revenue generation of enterprises.
Customer support: Xiang, Schwartz and Uysal, 2017, stated that social media has
become trend for society and majority of population across the globe seeks of social media
solution and therefore enjoying approachable home services. When traveling to different place,
the basic need for the traveler sis seeking for best hotel that is accommodation and food at lowest
price. Therefore, us of social media have made it easy for the traveler to compare prices of
different hotels and seeks for special discounts. This factors of social media marketing can be
considered as basic inflectional factor for hotel Hilton with the help of which firm is able to
manage its successful performance and growth and development. In addition, the scholar
discussed about credible reputation building via social media marketing which has helped
industries in boosting financial performance, because with the assistance of online marketing
firm are able to gain trust of worldwide buyers. However, this helps in managing loyalty of
customer towards goods and services of one organization which helps the business in managing
sales as well as financial performance.
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Online reviews: Cabiddu, De Carlo and Piccoli, 2014, articulated that online reviews on
social media advertising are another factors which help the organization in improving
performance. It is suggestion on the basis of which firm is able to derive need of innovation on
services in order to meet customer expectation and preferences. IT is effective approach of
analysing change or getting post service feedback because in this customer are free to share their
view about every service of hotel they experience. The reviews are generally open ended and
therefore helps the business in gathering wide information about changes which needs to be
managed in order to improvement which is the ultimate criteria for boosting financial
performance.
2.5 Recommendation for increasing profitability position through social media marketing
According to Ab Hamid, Akhir and Cheng, 2013, online marketing has boosted that
financial performance of various industries as the organization are focused on creating awareness
about their products and services. The focus of enterprise in increase reach for its services which
is the best way to promotes sales and maximizes returns. This has made marketing simpler and
cost effective which is the best approach for the industries across globe to focus on revenue
generation. The scholar suggested about use of social media marketing which is approaching
market needs and preferences. The author discussed about advantage which come up with
marketing online like increasing profitability. Customer support, Customer relationship
management, promotion campaign and managing changes in accordance with changing trends.
As per the view of Rosman and Stuhura, 2013, flashing participation of business in
marketing activities helps the organization in directly connecting with buyers which is the
simplest approach to modifying services and earning revenues. In accordance with review it is
articulated that it is important for the hospitality industry to make use of social networking sites
for promotion because it helps the enterprise in widening market approach and offering services
across the globe. With social media marketing team of hotel can focus on setting certain goal of
promotion on the basis of business can strategies promotion plans like, managing newness in
certain service which will be with the motive of creating awareness. However, after creating
awareness the organist will be able to evaluate response of buyers on the abs's which marketing
team should focus on promotional offer to increase sales. Like, package schemes including
entertainment or onus package which comprises extra 1 day of stay, free cost premium services,
etc. These offer should be offered by hotel for limited time which wills automatically helps the
17

organization increasing sales that will be directly proportional to increase in financial
performance.
Cesaroni and Consoli, 2015, discussed the companies should focus on joining social
conversation of its potential buyers. This will assist individuals of marketing team to analyses
changing expectation of consumers which is the best way to increase sales and maximize
revenue. Apart from this, it is important for the industry to determine the best online tool for
promotion because it suggests right way of approaching customer. For example Hilton hotel
should focus on its increasing following on social pages. The following of particular social page
helps marketing team in predicting response of buyers towards advertisement. In accordance
with predictive analysis before promotion, marketing department of the company is able to
control incurring cost and expenses on online marketing.
As per the views of LINNES and et.al., 2014, hotel industry should focus on social media
advertising because it is the best mod of increasing financial performance and managing sales.
For example, Hilton hotel should focus on designing on promotional campaign on the basis of
changes and offer of particular services. However, the advertisement will comprise details of
particular services, actual price, discount price and price of service after discount. This will help
the hotelier in developing eye catching marketing plan to launch which will automatically
increase sales and boost financial performance. On the other hand, hotel should make use of
YouTube for advertising where the hotelier can focus on making video of travellers who stayed
in hotel and were satisfied. The video will focusing on displaying individual experience on social
media. This approach is highly attractive for online marketing because in this hotel will be able
to attain positive response of potential guest and will be successful in gaining attention of new
travellers.
Thus, from the entire discussion, it is clear that social media marketing play a vital role
for the marketing team of organization as it supports online advertising efforts of business
(Murphy and Chen, 2016). Hence, from the discussion it is identified that when marketing via
social media platforms market team incurs various types of cost but the increase in sales helps in
managing stability or profitable financial performance.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology offers specific technique and procedure to gather and analyze
information collected and researched. It is a system which offers critical evaluation of research
concepts in order to outcomes and outline findings. It is used on basis tool like research
philosophy which is further divided into further section. On the other hand, there is research type
which helps the scholar in determining type of research the scholar has conducted.
Determination of tools and techniques is done on the proposal because it helps in developing
understanding over entire format of data collection and analysis. The discussion of different
methodological tool is given below and is based on chosen procedure and tools.
3.2 Research philosophy
It is the belief of way in which information on research aim and objectives is collected
and analysed. It encompasses ways of analysing research information which is final part of study
that helps in determining outcomes on which of which research question and objectives are
evaluated and addressed. The technique deals with nature, scope and development of knowledge
on the basis of investigation (Research Philosophy, 2018). The approach of incorporating
research philosophy is deriving best and specified way of collecting and analysing information.
There is various type of research philosophy that is interpretivism, positivism, realism, etc. Every
philosophical tool offers different way of procedure for gathering and analysing study.
Interpretivism research philosophy is used by scholar when the research topic is of
human interest. It helps the researcher in small scale but in depth study, In this, data is gathered
from small population grouped but is analysed to the core which helps the person in gaining
insight over every aspect of research aim (Mary Converse RN, 2012). The tool is implied by
individuals when research is of qualitative nature in which themes re used and data is analysed in
descriptive form.
On the other hand, there is positivism philosophy of research which is used by scholar
when the research aim is based on natural phenomenon and research is bound to derive
relationship with the help of relations and properties. The philosophy is implied by investigating
person when the study is highly structured and is based on large samples (Research Philosophy,
2018). It can be used by researcher for both type of analysis that is qualitative as well
quantitative. The main motive of implying use of this theory is to assist research outcomes with
19

hypothesis by deriving relationship between two significant dependent and independent
variables.
Further, there is realism research philosophy which is based on reality from human mind.
This research aim at making assumption over scientific approaches with the aim of developing
knowledge (Bechhofer and Paterson, 2012). The philosophy is incorporated by researcher on the
basis of subject matter which is quantitative and qualitative. Nature of study play crucial role in
deriving use of this, method in study.
Whereas pragmatism philosophy focuses on answering the research question. It reflects
on answering each question in detail and coming to conclusion.
Thus, in this investigation scholar will imply positivism research philosophy. The motive
behind implementing this is to make critical analysis of research aim that is impact of social
media advertising on financial performance of hotel Hilton. Positivism will be prefer scientific
quantitative method. Positivism will be dealing out with official statistics as it is having very
good reliability and representativeness. This will enable in finding out factors that how social
media marketing influence on financial growth of firm.
3.3 Research type
Research type helps in deriving organized way of conducting study. It suggests
systematic way of managing research process where every aspect is taken into consideration. The
technique helps in deriving analysis of collected information which is the basis for making
discussion and outlining result. There is various type of research that is empirical, qualitative,
quantitative, case study, observation, etc.
Qualitative study is based on theoretical discussion of entire information in study. It lacks
quantifiable measures and factor of study (Lewis, 2015). It is an easy approach of investigation
topic because in this academic writing play a crucial by incorporating critical thinking skills.
However, quantitative type of study is based on mathematical result and facts. It is based on
different techniques that is experimental, quasi experimental, cor relational, etc. Empirical
research is based on peer review, scholarly articles and primary literature which help in
understanding facts of research topic.
The type of present study is qualitative as well as quantitative become both the tools are
completely different from each and therefore will help the scholar in critically evaluating facts of
study and research aim (Plomp, 2013). Incorporating use of both types will help in developing
20

critical understanding over two independent variables that is social media marketing and
financial performance of Hotels. It will help the investigator in assessing tends of sales and
marketing at same end of hotelier. Qualitative type of research will be helping individual to find
out clear meaning of topic by exploring it deep with available literature and techniques. While on
other hand quantitative will be telling about why the things are like it is there and taking out
relationship and correlations between two or more variables as well.
For present both qualitative and quantitative types are applied. This will enable research
to analyse theoretical concept and relationship between SMM and financial growth in hospitality
industry by collecting qualitative data. Also, scholar will use quantitative type to evaluate facts
and figures by gathering data and information on topic.
3.4 Research approach
It is the set of procedure which are planned by scholar according to research topic. It
enables systemic path and procedure to conduct research in simplified and approachable way.
The approach derives flexibility of data collection and analysis with regard to chosen research
process. It is important for the scholar to make use of relevant research approach because it
enables set of guidance for conducting flexible and systematic study. Deductive, inductive and
abductive are three type of research approaches which helps the research in making assumption
in different way to gather and analyze data.
Inductive research approach aim at detailed reasoning of gathered data and facts with the
help of evidence, models and theories. In this focus of researcher in on developing empirical
generalization by developing relationship between two significant and insignificant factors. In
accordance with this approach, researcher is unable to find hypotheses and nature of research
findings which are required for justifying and outlining relevant research outcomes. It is known
as bottom up approach which is based on observation of scholar on the basis of which specific
patter is identified and theory is implied to find results. It is used by scholar for qualitative study
which is typically based non descriptive writing. The approach is implied by research when the
study is based on open ended questions and is research is process oriented.
Deductive approach aim at logical and analysing reasoning of quantifiable facts and
terms. It is considered as Top down approach and based on objectification of study. In this
outcomes of research are pre specified and are based on outcomes' orientation. It is effective and
implied by scholar in case of numerical analysis which estimation is made on the basis of
21

statistical inference. It focuses on predictive changes, theoretical construct, mean Behavior
testing and assumption made on hypothesis.
Abductive research approach is used for incomplete observation for making the best
prediction. In this process, research starts with surprising facts and puzzles and ends with
predictive analysis. Thus, the approach is implied by scholar in case of puzzles objectives an
objective cannot be analysed at one note.
However, the current study is based on inductive approach because it will help the
researcher is contradicting two facts of study i.e. social media advertising and its impact on
financial performance of Hotel Hilton. Further, it will promote systematic analysis of individual
behaviours via mean behaviours testing concept. Hence, it will assist the scholar in stochastic
and predictive accuracy of outcomes. It will help in development of theory from data gathered
through questionnaire and interviews.
3.5 Sampling
Sampling is choosing population number from pre-determined population. It is known as
statistical analysis of sorting relevant sources on the basis of observation, from large group of
population. Sampling is done with purpose of choosing viable participants which can help in
gathering valid information on search topic. When researching on specific topic researcher come
across wide range of relevant sources and population which can aid in gathering valid
information therefore making use of appropriate sampling method is crucial part for the scholar
where the intellectual aim at choosing viable population and source to accumulate information
for drawing appropriate research findings (Csikszentmihalyi and Larson, 2014). However, when
choosing population focus of scholar is one ensuring that chosen participants represents view of
whole population. Probability sample and non probability sampling are two types which reflect
different way of sorting potential participants.
Probability sampling is further classified into stratified random sampling, simple random
sampling and systematic sampling. In stratified sampling method researcher aim at dividing
potential participants in sub groups which are known as strata. The strata are formed with the
motive of grouping people with similar characteristics together. While sample random sampling
is done from strata of people. This enables simplification of participants and sources with regard
to research topic. The motto behind choosing probability sampling method is that it offers
unbiased way of collecting information.
22

On the other hand, there is non-probability sampling style in which information is
gathered from specific individuals but in this type of method no person has equal chances of
getting selected. This method is implied by scholar in case of specific experiment or test on
research title for addressing objectives of study (Robinson, 2014). This method is intentional
where intellectual aim at choosing population on the basis of results and ethical consideration.
For example, snow ball sampling in which scholar chooses participants with the purpose of
deriving specific results. The use of simple random technique will be telling researcher which
type of and number of participants which to be used that is helping in taking out results based on
aims.
Apparently, in this study random sampling method will be used by researcher. This will
assists the scholar in choosing viable participants without getting biased outcomes. It offers
simplified way of sorting where every respondents have sample piece of information and can
help the scholar in outlining appropriate findings to address research objectives and question.
The sample taken is 30 employees of Hotel Hilton who will assist in outlining the impact of
social media marketing on the financial performance. Employee view is the best of address doing
research objectives because individual will be able to share every viable information which is
supportive in context to research title.
3.6 Data collection
Collecting data is process of gathering viable information for answering objectives and
questions of research. The current study is based on deriving impact of social media marketing
on financial performance where it is necessary of the scholar to gain insight over the research
topic for gathering information. It is the most essential part of dissertation where intellectual
explores different sources which can assist in gaining knowledge over research topic which act
as base for further data collection (Englander, 2012). However, methods of data collection are
classified into two types that are primary and secondary where primary offers collection of
present facts on the basis of observation or views of particular sources with regard to research
topic. The process of gathering information aim at accumulation of different variables of
research on the basis of which hypothesis is tested to outline value outcomes.
However, primary data is collected with the type of tools like, questionnaire, survey,
interview, focus groups, etc. Every method offers different of collecting current and fresh
information on research topic. It is beneficial source of outlining information because it reduces
23

the risk of making valid recommendation. There are different sources through which primary
data is collected. They are as follows :
Observation – It is a method in which scholar observes sample and gather precise data. Usually,
it is used to analyse behaviour, nature of people in particular area. In this no questions are asked
to participants.
Interview- This method is used to collect qualitative data. In this researcher ask several
questions to participants. An interview can be structured or semi structured. In structure
questions asked are fixed and does not change with person. On other hand in semi structured
questions vary and can be different. A group interview can also be taken to gather data.
Questionnaire- this is the best method to collect primary data. Here, researcher develop a
questionnaire in which there are different questions. They can be either open or close ended
questions.
Secondary information is based on past collected and review facts of different authors.
The information is valid and reliable because it is already used an ethical approve (Miles,
Huberman and Saldana, 2014). Secondary information is collected from governmental
publications, articles, books, Journals, online blogs and readings of different scholar on similar
research topic. It is the way of gaining knowledge which is beneficial for the researcher in entire
research. Secondary information is outline by intellectual in literature review which was based
on 4 themes formulated with regard to objectives of research.
For this particular study researcher will be using primary data collection method. In this
a questionnaire will be designed and distributed to 30 employees of Hilton Hotel. All of them
will be helping us in formulating the outcome and finding for knowing impact of Social Media
Marketing on the financial performance of hospitality sector. This is the most appropriate
method for finding out the impact which social media marketing is having on financial
performance within hospitality industry. Primary method of data collection will be helping
researcher to collect ideas and information from people who are having some knowledge related
to this study or subject matter.
3.7 Data Analysis
This is the most essential part or section of whole dissertation which is helpful in finding
out results and findings so that conclusion could be drawn in respect to impact of social media
marketing on financial performance of hospitality. Data analysis includes use of various
24

methods, tools and techniques which is helpful in finding out results. It is very much important to
find out solution for the problem which is occurring in way of implementing the social media
marketing within the hospitality sector like that of Hilton Hotel. The data analysis will be
including 2 type of methods like that of quantitative and qualitative that is most helpful in way of
finding out results for the study which is been conducted.
For the current study, researcher will use qualitative data analysis which will be carried
for communicating the results for the aim or objective for the study which need to be conducted.
It is very much essential to use qualitative data analysis method as it will be formulating
questions which will be used to interpret the whole data collection part. The qualitative data
analysis is refereeing to non-numeric information like that of notes, images and text documents
that is been divided into 5 categories. The data which is collected is based on summarisation so
that it could be classified in proper terms. Qualitative data analysis will be termed to as preparing
and organising the whole data which is collected so that it could be reviewed and explored in
proper manner. So for this thematic analysis will be done with formulating themes based on each
of the question which is asked to employees of company. This will be helping in taking out
results so that impact of social media marketing could be find out within hospitality sector.
3.8 Ethical consideration
This is also one of the most important part of the whole research which needs to be
followed by research so that they are conducting their study in proper and ethical manner. Values
and principle that is addressing the questions of what is good and bad within the human affairs.
This is also termed to as that reasons for acting or refraining from all acting for approving or not
approving the conduct so that study could be completed on time. It is very much essential that
researcher is following all type of ethical considerations so that their research ethics is been
followed and conclusion could be drawn out in good sense. Ethical consideration within research
so that research could be able to find out the conclusion. For finding out the impact of social
media marketing within the hospitality organisation like that Hilton it is very much important to
work and conduct research in effective manner. So there are many major ethical issue which will
be considered in way of conducting the research in effective manner like that of including:
Informed consent-
This means the ethical issue which need to be considered at time of conducting research
like person should be having knowledge about voluntarily and intelligently giving his consent in
25

way of conducting research. It is very much important that respondent is having knowledge
about were his/her views and ideas will be used and who is asking them question related to study
or research. The consent must be free and person should be given complete liberty over
protecting their views and ideas regarding research.
Do not harm-
This is another important section of research to be conducted in most effective and
efficient manner. According to this principle of beneficence it includes that the professional
mandate to do effective and significant research in way of serving better and promoting welfare
of constituents. It is very much essential from the part of researcher that they are promoting
security and safety of all participants and not harming them in any manner.
Respect for anonymity and confidentiality-
This is among one of the most important section for whole research part which includes
that to maintain confidentiality and anonymity of all respondents related to their details and name
is essential. Anonymity means protecting the identity of participants whose ideas and suggestion
will be need to include within research. All the information related should be kept secret and not
to be disclosed name of the respondents as this is against the ethics of research. As per the
Utilitarian theory that is focusing on best interest of all those who are involved for happiness of
society is very much essential. Not following these will also be cause of moral dilemmas as it
could be causing conflict of interest and researchers may face many type of problems with
respect to maintain confidentiality.
Respect for privacy-
This is also one of the most important factor of principle for ethical consideration of
research that includes that all respondents who are supposed to be included within the research
their privacy should be maintained. This includes all sort of personal information other than
name like different opinion, beliefs, attitudes, and records is not to be shared with others. Thus
this will be maintaining secrecy and not leaking out information related to person.
3.9 Reliability and validity
These are the two most important terms which need to be considered by all researcher
both of defining and measuring up of biasness. Reliability is that term which refer to which the
assessment should be consistent and measuring the consistency of all the items which are
supposed to be included within research. Reliability is that measure of stability which is testing
26

up all the results and outcome for the research as the present one is finding out impact of social
media marketing on financial stability of hospitality industry. Reliability will be that measure for
finding out the reach of conclusion that is to be drawn so that hypothesis could be firmly tested.
At the time when research is measuring construct that is assuming to be consistent across time
then it is very much important to test and retest reliability.
On other hand validity will be that type of research consideration which must be kept by
the end of the researcher. This is very important part of research as this will be helping into
looking for the extent to which research could be carried out in most effective and efficient
manner.
27

CHAPTER 4: DATA ANALYSIS
4.1 Analysis
This is the most important chapter of research. It is because in this the data collected is
been interpreted in effective manner so that precise information is obtained. Also, the researcher
highly focuses on analyzing data as overall research can be interrupted. In every study, it is
important to interpret data by using proper tools and techniques to get desired results. In present
study, the researcher has used thematic analysis technique to analyze data which is as follow :-
Theme 1 Positive influence of SMM on financial performance of hotel
Q-1 Is there been a positive impact of SMM on financial performance of hotel? Frequency
Yes 13
No 8
Not sure 9
Total 30
Figure 1: Positive influence of SMM on financial performance of hotel
Interpretation – An investigation was done in Hilton hotel to identify impact of social media
marketing on the financial performance. For this questionnaire method was used to collect data.
The researcher applied random sampling method and selected 30 employees of hotel. A question
28

was asked to them regarding positive impact of SMM on financial performance. By analysing
data, it is stated that out of 30 employees, 13 said yes there is positive impact due to SMM, 8
said no and 9 was not sure about it. From this, it can be evaluated that SMM has improved the
financial condition of Hilton hotel. It has enabled in generating high revenue. There is rise in
ROI of hotel.
Theme 2 Type of SMM techniques used by hotel
Q-2 What type of SMM techniques are been used by hotel? Frequency
PPC 11
SEO 8
Video marketing 6
E mail marketing 5
Total 30
Figure 2: Type of SMM techniques used by hotel
Interpretation – A research was conducted by researcher in Hilton hotel on topic related to the
impact of social media marketing on financial performance. Here, he or she gathered data
through questionnaire method and selected 30 employees by random sampling method. In this
they were asked several questions. Employees were asked question about type of SMM
techniques are used by them hotel. By interpreting data, it is analysed that 11 said PPC is used, 8
29

said SEO. Also, 6 employees said video marketing is done and 5 said e mail marketing.
Therefore, it can be concluded that hotel using different types of SMM techniques to attract
people. Moreover, with this they are able to gain profits. Besides this, each techniques usage
varies according to its features and requirement. Furthermore, revenue generated differs as well.
Theme 3 hotel have retained their customers through SMM
Q- 3 Is hotel able to retain their customers through SMM? Frequency
Yes 17
No 3
Not sure 10
Total 30
Figure 3: hotel have retained their customers through SMM
Interpretation – In order to attain aims and objective, the researcher conducted a study in Hilton
hotel. The aim was to find impact of social media marketing on the financial performance. For
this primary data was collected from employees. So, sample size of 30 employees was selected
randomly by researcher. A question was asked that hotel is able to retain their customers through
SMM or not. by gathering data and analysing it out of 30, 17 employees said that yes hotel have
retained their customers, 3 said no and 10 was not sure about it. Hence, it can be stated that there
30

is SMM has been useful in retaining customer. With this, hotel have built strong customer base
in different markets.
Theme 4 there is increase in percentage of profits due to SMM
Q-4 To how much extent there has been increase in percentage of profits due to
SMM?
Frequency
5-10% 3
10-20% 10
20-30% 8
More than 30% 9
Total 30
Figure 4: There is increase in percentage of profits due to SMM
Interpretation – A study was conducted by researcher in Hilton hotel to analyse the impact of
SMM on the financial condition. In order to conduct research, questionnaire method was used
and data was collected. The sample size taken was of 30 employees who were selected by
random sampling technique. A question was asked to about how much percentage in profit has
increased. By interpreting data, it is analysed that 3 employees said that percentage in profits are
increased between 5-10%, 10 said 10-20%. There were 8 employees who said percentage has
raised 20-30% and 9 said more than 30%. From this, it can be analysed that SMM has
31

contributed highly in rise in profits. In similar way it has increased their market value and share
price.
Theme 5: More number of people attracted due to SMM rather than traditional marketing
Q- 5 Are more number of people attracted due to SMM rather than traditional
marketing?
Frequency
Yes 15
No 5
Not sure 10
Total 30
Figure 5: More number of people attracted due to SMM rather than traditional marketing
Interpretation – An investigation was done in Hilton hotel to identify impact of social media
marketing on the financial performance. For this questionnaire method was used to collect data.
The researcher applied random sampling method and selected 30 employees of hotel. They are
asked question about number of people attracted in SMM. By analysing data, it is stated that out
of 30 employees, 15 said yes SMM has been useful in attracting more customers than traditional
marketing. 5 said no and 10 did not answer it. Therefore, it can be concluded that SMM has
generated awareness in different markets. Due to this, many people have attracted towards using
hotel services. In addition to it, now hotel is more focused on SMM.
Theme 6 ROI have increased with investment done in SMM
32

Q- 6 Do you think that ROI has increased with investment done in SMM? Frequency
Yes 18
No 6
Not sure 6
Total 30
Figure 6: ROI have increased with investment done in SMM
Interpretation – In order to attain aims and objective, the researcher conducted a study in Hilton
hotel. The aim was to find impact of social media marketing on the financial performance. The
study was conducted by using questionnaire method. Also, researcher selected 30 employees
randomly and asked several questions to them. By analysing data, it was identified that 18
employees said that ROI has increased with investment done in SMM. 6 said no and 6 were not
sure about the statement. Thus, it can be stated that there is more ROI generated by investing in
SMM. So, Hilton have emphasised more on SMM to obtain high revenue. They are investing
more amount in it.
Theme 7 hotel have maintained their financial stability by using SMM
Q- 7 Do you think that hotel is able to maintain their financial stability by using
SMM or not?
Frequency
Yes 20
33

No 5
Not sure 5
Total 30
Figure 7: hotel have maintained their financial stability by using SMM
Interpretation- The researcher conducted research in Hilton hotel to evaluate influence of social
media marketing on financial performance. For this, he or she gathered data through
questionnaire method and selected 30 employees by random sampling method. In this they were
asked several questions. By interpreting data, it can be identified that out of 30 employees, 20
said that Hilton is able to maintain their financial stability by using SMM, 5 said no and 5 did not
give any answer. Thus, it can be evaluated that SMM has enabled hotel to maintain their
financial stability. It has helped in recovering loss and adding extra income. Besides this, every
year there is rise in revenue generated from social marketing.
Theme 8 using SMM is beneficial for hotel in increasing profits for long term
Q-8 Is using SMM will be beneficial for hotel in increasing profits for long term? Frequency
Yes 16
No 4
Not sure 10
Total 30
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Figure 8: using SMM is beneficial for hotel in increasing profits for long term
Interpretation- the researcher conducted study on impact of social media marketing on growth
of Hilton hotel. In order to attain aims and objectives, primary data was collected by distribution
questionnaire to employees. For this, researcher selected sample size of 30 by applying random
sampling technique. by analysing data, it was evaluated out of 30, 16 said SMM will be
beneficial in increasing profits in long term, 4 said no and 10 was not having any idea. Hence, it
can be stated that implementation of SMM will be useful in maintaining flow of profit in hotel.
Furthermore, it will help in retaining customers and sustaining for long time in market.
Theme 9 new customer acquired through SMM has contributed in revenue
Q-9 Do you think that new customer acquired through SMM has contributed in
revenue?
Frequency
Yes 19
No 4
Not sure 7
Total 30
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Figure 9: new customer acquired through SMM has contributed in revenue
Interpretation- In order to attain aims and objectives the researcher performed study on Hilton
hotel. This was done to find out influence of social media on financial performance. So,
researcher gathered data by questionnaire method from 30 employees. They were selected
randomly and response was taken. They were asked whether new customer acquired through
SMM have contributed in revenue or not. So, by interpreting data it was analysed that 19 said
revenue has increased, 4 said no and 7 was not sure. From this it can be stated that new
customers have highly contributed in profits. Also, sales have increased by offering services to
them.
Theme 10 adopting of SMM reduced cost of customer acquisition in your hotel
Q-10 Has adoption of SMM reduced cost of customer acquisition in your hotel? Frequency
Yes 22
No 5
Not sure 3
Total 30
36

Figure 10: adopting of SMM reduced cost of customer acquisition in your hotel
Interpretation- An investigation was done in Hilton hotel to identify impact of social media
marketing on the financial performance. For this questionnaire method was used to collect data.
The researcher applied random sampling method and selected 30 employees of hotel. A question
was asked that adoption of SMM has reduced cost of acquiring customer. By interpreting data, it
is evaluated that out of 30, 22 said that cost of retaining customer has reduced due to
implementation of SMM. 5 said no and 3 were not sure. Thus, it can be concluded that with
decrease in cost there is rise in return. It has added in profit of Hilton.
Theme 11 Average cost per month of running SMM on various social media platforms
Q-11 What is average cost per month of running SMM on various social media
platforms?
Frequency
€10-15 11
€15-25 10
€25-35 9
Total 30
37

Figure 11: Average cost per month of running SMM on various social media platforms
Interpretation- A study was conducted by researcher about impact of social media marketing on
the financial performance. In this questionnaire method was used to collect primary data.
Moreover, by applying random sampling method 30 employees were selected by researcher. By
evaluating data and interpreting it was identified that out of 30, 11 said average cost per month of
running SMM is between €10-15, 10 said that it cost around €15-25 and 9 said €25-35 per
month. Therefore, it is stated that there is decline in average cost of running SMM. Furthermore,
ROI percentage has raised with decrease in cost.
Theme 12 SMM have helped in reducing customer retention cost and rising profits
Q-12 To what extent SMM has helped in reducing customer retention cost and
rising profits?
Frequency
Not at all 5
Somewhat 15
Large extent 10
Total 30
38

Figure 12: SMM have helped in reducing customer retention cost and rising profits
Interpretation- The researcher conducted a research in Hilton hotel to identify influence of
SMM on financial performance. In this questionnaire method was used to gather data and
random sampling technique was applied. The sample of 30 employees was selected. By
analysing data, it is stated that out of 30 employees, 5 said SMM has not helped in reducing
customer retention cost, 15 said to somewhat extent it has reduced cost and 10 said to large
extent cost are minimised. Thus, it can be concluded that SMM has benefited in decreasing
expenses. On other hand, it has raised profits of hotel to large extent.
Theme 13 Cost incurred monthly on mitigating risk in SMM
Q- 13 How much cost is incurred monthly on mitigating risk in SMM? Frequency
€50-100 11
€100-200 9
€200-300 5
€300-400 5
Total 30
39

Figure 13: Cost incurred monthly on mitigating risk in SMM
Interpretation- In order to attain aims and objectives the researcher performed study on Hilton
hotel. This was done to find out influence of social media on financial performance. He or she
gathered data by distributing questionnaire. For this 30 employee of Hilton was selected
randomly. By interpreting data, it is identified that out of 30, 11 said €50-100 is incurred on
mitigating risk in SMM, 9 said €100-200. Besides this, 5 said €200-300 and 5 €300-400. From
this, it can be evaluated that risk involved in SMM are high but it requires very less amount to
mitigate it. Alongside this, it contributes in successful marketing and generating revenue.
40

CHAPTER 5- DISCUSSION AND ANALYSIS
5.1 Discussion
By analysing data, it can be evaluated that Hilton hotel have transformed the way of
advertising their services. Now, they are highly focused on social media to generate revenue and
attract people. This way of advertising has highly influenced overall hospitality sector. It is
playing a significant role in increase or decrease in sales or profits. But the major impact it has is
on financial performance of hotel. There has been frequent change in hotel revenue with
marketing strategy. Besides this, hotel uses different types of SMM techniques to promote their
goods. This depends on their needs and target audience. Alongside it, hotel is able to make
effective use of social media in generating awareness. Also, it can be evaluated that there is
change in method using and applying SMM tools. The major impact of using SMM is on
financial performance of hotel. It can be analysed there is huge improvement in revenue of hotel.
With implementation of this concept, hotel is earning huge profits. They have attracted
large number of people. Besides this, there has been reduction in cost of marketing. However,
social marketing has forced hotel to maintain efficiency by investing more. Due to this, they are
able to earn higher return on investment. It has also enabled hotel to retain their customers. This
has resulted in rise in percentage of profit earned. Apart from this, it is evaluated that SMM is
cheaper than traditional one. This is because it requires less resources. By interpreting data, it is
identified that average cost of maintaining SMM tools is been reduced. This has allowed
organisation to change their way of marketing. Due to it, many people are automatically attracted
towards services offered by hotel. It has generated awareness in market about organisation. This
has been beneficial in engaging them to avail services.
Within the competitive environment in the hospitality industry various companies are
putting various strategies to survive in the market. Innovations in the social media platforms are
one of the important strategies used by hospitality sectors to improve their financial performance.
Social media help in increasing the profits in the hospitality sector as the people are spending
most of their online as compared to watching TV or listening to radio. Social media is providing
the platform for the consumer to share the information about the industry which attract more and
more customers and thus will increase the profitability of the hospitality sector.
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Many companies are using social media as platform to attract the customers by posting
their ads and offers to attract the customers which in turn bring profits in the hospitality sector.
Social media also helps in the brand awareness among the customers which helps in increasing
the profitability in the sector. Social media bring revenue in the hospitality sector. Various
companies of hospitality sector post their offers, attractive ads, post various picture of their
companies in various social media platforms to attract customers and thus helps in generating the
revenue within the industry. A company can use both traditional and modern social media to
attract the customers like they can build a website, make use of newspapers, use social media
apps etc to attract the customers all over the world and this helps in generating revenue within
the hospitality sector.
Social media marketing is becoming an important factor in improving financial
performance of hospitality sector. Social media marketing is the cost effective way to attract the
customers across the world. Social media marketing will help in building the brand loyalty and
help in retaining the customers and this will improve the financial performance of the hospitality
sector. Social media marketing will increase the brand awareness, it will cover more
opportunities in the market and also it will decrease the other marketing costs and helps in the
rich customer’s experiences. So, the social media marketing will improve the financial
performance of the hospitality sector. Social media marketing also help in the growth of the
hospitality sector as it helps in attracting more and more potential customers for the industry
which will ultimately improve the financial performance of the sector.
5.2 Analysis
By conducting research, it can be stated that Hilton financial performance has improved
by using SMM. It has enabled them to reduce customer acquisition cost which has resulted in
rise in revenue. Besides this, there is 10-20% rise in percentage of profits in past 2-3 years.
Consequently, it by investing more in social marketing hotel ROI has increased. It has highly
contributed in profits. However, with this hotel is able to focus on other areas of expansion.
Moreover, strategies are designed quickly by using less resources and time. They have controlled
their cost of marketing. In addition to it, hotel has implemented data analytics software to track
records of target audience. It has benefited them in determining change in taste and preference of
customer and offering services. Furthermore, SMM has been useful in improving the way of
marketing. They are able to attract more people. Moreover, hotel average spending cost on
42

marketing has reduced. As compared to traditional way less amount is spent in this concept.
Apart from it, cost spent on mitigating risk occurring in SMM is low with respect to traditional
one. So, it has been an advantage as well. Hence, it is analysed that all these factors have
contributed in enhancing financial performance of Hilton. The profits generated are slowly rising
with every year.
So, with rise in revenue Hilton goodwill has improved. They are able to compete with
rivals to retain top 10 position in hospitality sector. Finance unit plays a vital role for growth and
development of company. The overall functions and goals are dependent on this. So, any impact
of finance will affect overall revenue of enterprise. Also, marketing and finance are interrelated
to each other. With effective marketing high sales and profits can be generated. As per analysis
of data it is concluded that with change in marketing technique Hilton is able to gain profits.
There is positive impact on finance by implementation of SMM. This has enhanced operational
efficiency of hotel. Besides this, it is expected that in future social marketing will benefit hotel in
generating more revenue.
They will be able to achieve goals and objectives. Hilton can sustain for long term in
market and built large customer base. However, there will be complete transformation of
marketing services by organisation. Employees working there said that SMM has covered losses
and lead to increase in income. Now, financial condition is better as compared to past. Also, this
type of marketing has provided flexibility in modifying strategies according to market condition.
The organisation now targets people with different strategies. Hence, it has saved cost as well
and customer retained are more. But on other hand, risk occurred in SMM are more but they
require low cost strategies to minimise. From this, Hilton is benefited from all elements which is
been implemented. Another factor which has contributed in organisation income is the tools
required in social marketing are less expensive and can be easily maintained. The life expectancy
of tools is much more. Consequently, the area of marketing is more and target audience is
reached in proper way. In regard to employees SMM is effective in areas where traditional one
was not.
According to Ab Hamid, Akhir and Cheng, (2013) hospitality sector is highly dependent
in social media for earning revenue. It is because now people prefer to avail services of those
hotels which are of high standards. They see offers and read views of other people that what type
of services are offered and how it differs from other. Thus, by comparing cost and quality of
43

services customer chose best one. In similar way, Hilton offers different types of services in
different market through SMM. Due to this, they are able to attract more people. Similarly,
customer acquires through this concept is high. Thus, loyal customer base has expanded in
different markets leading to rise in sales.
The improvement in financial performance has also positively impacted on other
departments. Now, advance technology is been implemented to maintain service quality. There
are new methods applied in delivering services. Thus, it has reduced waiting time and gain
satisfaction of customers. From this as well revenue is produced. With rise in profits,
shareholders are given more dividend. There are many investors who have invented huge amount
in hotel. This has resulted in growth and development of hotel in different countries. In recent
years organisation have market value has enhanced. They have overtaken their rivals in man
countries. Furthermore, hotel is growing rapidly due to rise in revenue. They have constructed
new buildings and offering various other types of services.
44

CHAPTER 6: CONCLUSION
6.1 Conclusion
Hereby, from dissertation it is concluded that social media is very effective tool for
maximising financial of hospitality sector. There is very much advancement within the
technology which is helping companies to boost up their market presence and sales in national
and international level as well. Digital technology is very much helpful for the company so that
they could be able to increase their potential working and abilities in most effective way out.
Social media and all type of online promotional tools will be used by companies in hospitality
industry for improving sales and distribution so that their performance could be boosted up.
Whole study focused upon evaluating the influence of social media marketing within
maintaining and improving financial performance of company. Doing online promotion and
advertising of brand and products of company will not only creating awareness among all
customers but also helpful for sales of firm. Like within hospitality sector there are many
services which they are offering to customers including luxurious and premium services. So it is
very much required that Hilton hotel is using social media tool to market their products and
facilities offered to customers.
The whole study was successfully being able to evaluate the difference and influence of
social media marketing within financial performance of Hilton hotel. There are many tools of
social media marketing that could be used by company like that of Facebook, their online
application and Instagram for attracting customers. All of these not only help company to attract
and retain customers but also in knowing their feedback regarding all changes and modifications
required. It is very much important that company is regularly reaching and engaging with their
customers with social networking sites. While within the research it was also identified that there
is certain limitations of regular engagement of customers on social networking sites. One of the
most basic and important negative impact include the fear of hackers as any person will be able
to extract information of customer and company.
It is also very much common that all type if feedback and complaints of customer will be
visible to all other customers and public thus creating wrong impression among public. It
becomes harder to manage and control their social media campaign and promotional activities of
company. So it becomes important to look upon these changes and improvement made within
organisation so that they could be able to use social media in most effective manner. further it
45

was also concluded that if the hospitality sector is using social media as their marketing tool or
channel then it is possible that their performance is been improved in terms of both financial and
non-financial aspect. There are certain type of beneficial factors which are all linked with social
media marketing like that of functional, monetary, psychological and hedonistic all of them will
be helpful for measuring number of participants into Facebook page of company.
In addition to this, it was concluded that there are certain type of content which will help
company in measuring number of attracted customers like that of experience, feedback and
review given by customers. There will be continuous changes into taste, preference and demand
of customer as they always want everything to be modern and technology driven as well. Hilton
hotel is very much using Twitter as their major social media marketing tool. As they is recruiting
most of their time regularly checking the respondents over presence of company on online
platform. With the use of social media marketing into hospitality industry would be creating a
chance for companies to grow according to their market share and positioning in minds of
customers. Attracting and retention of customer within company is most vital activity which is
performed by marketing department.
There are number of discount and holiday packages which are been provided by
companies of hospitality industry so all of them need to be communicated to customer. For this
social media will be regarded as best medium which will let the customers know about what are
they need. There is certain type of approaches and tools which could be used by company in way
of improving the quality of services. Customer relationship management is the best tool for
communicating with public and customers which improve the performance of company. This
technique is mostly used by many companies which will be determining the potential customers
and their need of changes as well. Other than this customer support is also another tool which is
used to support the complaints of customers in changing environment. However it could be
concluded that online review and survey is the best tool as used by companies which means that
their performance is been improved and they are receiving regular feedback.
From the data collected from the respondents of company it was made certain analysis
like there will be positive impact of financial performance of the hotel. Social media marketing is
the most influential tool for measuring the performance of company so this should be used by
them. Hilton is also using various type of social media marketing techniques like that of PPC,
SEO, video and e-mail marketing as well in way of improving its performance. With the help of
46

these tools and technique hotel is also able to retain their customers on larger terms which is
most beneficial part of the tool. If the company is using social media marketing then there is
chance that their percentage of profits is been improving to about 10-20% margin. All sort of
traditional method of promotion like using newspaper, TV and other offline mediums are not
generally preferred by customer in today’s environment. Customers would be attracted towards
social media marketing more as compared to traditional methods.
Further it could also be concluded that with use of investment done by hospitality
industry into social media marketing they could be improving their ROI as well. So this will be
helpful into maintaining the financial stability of company is they all are using social media as
marketing tool. In addition to this their profits will be improved in the long run which is the most
effective and prominent part for the company.
From the above assignment it has been summarised that Social media marketing
nowadays is playing a major role in impacting the financial performance of any organization
especially in hospitality sector it is playing a crucial role. It has highly influenced mind of people
and financial performance of companies. The effective SMM are helping in producing sales by
attracting large number of people. Similarly, there is enhancement in financial stability of Hilton.
By marketing it on networking sites, more number of people are attracted which has led to rise in
profits. Most of the social media websites or applications are built with some data analytics tools
through which Hotels can track their success or engagement of customers through social media
marketing about their product or services offering.
These SMM practices has impacted financial performance of hotels in both positive way
but if any unsatisfied customers gives negative feedback about the hotels' services or their
product offering then it can directly impact the reputation of the hotel which will eventually
impact the financial performance of the hotel. In this assignment impact of social media
marketing on financial performance of Hotel Hilton had been addressed. It has impacted their
performance in a positive way i.e. it has helped them to increase their customer base, brand
reputation and popularity which has eventually increased their revenue and profit margin. With
their increased revenue Hilton hotels were able to enhance their customer stay by improving their
service quality, and by increasing their product offerings. At last it can be said that social media
marketing has supported Hilton hotels in generating their revenue and sales which had led to
increase in their profit margins.
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6.2 Recommendation
There are some recommendations which must be followed or implemented by Hilton in
SMM. This is because it will be useful in making changes in marketing strategies and
maintaining stability in finance. These are described below:-
 First of all a proper and effective strategy should be developed on how to use SMM. This
will determine requirements of plan and according funds can be allocated. Furthermore,
goals and objectives are set. Thus, in strategy it is included about target audience and
what objectives are to be attained. Through this, financial performance can be measured
in particular time period. It will be easy for hotel to make changes in strategies or
increase or decrease funds in it.
 Hilton should regularly evaluate their financial performance with goals and objectives of
SMM. With this they can calculate profit or loss generated from target market in
particular time period. Furthermore, it will give an overview of whether marketing
technique is beneficial for them or not. Apart from this, it will help in determining weak
areas and strengthening it by providing more funds. Then, ROI can be calculated on basis
of investment done and return gained.
 The organisation must develop a proper risk assessment plan. This is because it will give
an overview about level of risk that can occur and what resources or strategies are
required to minimise it. Thus, accordingly its impact can be evaluated on financial
performance of firm. Alongside it, long term plan can be developed to mitigate risk.
 Hotel should develop some policies and procedures regarding social media marketing. It
will be beneficial in maintaining standards and in case of any mis-happening action can
be taken immediately. Also, it will give a proper structure of how SMM must be
followed. The policies will be helpful in resolving cases related to social media fraud.
 A budget must be prepared for every SMM strategy so that it becomes easy to implement
it. This gives an idea to management to decide size and goals of strategy. Besides this,
changes can be made in budget by analysing financial performance of hotel.
Thus, by following these recommendations it will be easy for organisation to understand
need of social marketing. Also, by developing goals and objectives Hilton can attain their
mission. Alongside it, by evaluating marketing strategy with financial performance hotel can
determine its weakness. They can identify contribution of SMM in generating revenue and how
48

much it has added in profits. In addition to it, by developing risk assessment plan the impact of it
can be minimised. It will enable in execution of strategy in effective way. Consequently, they
can identify impact of SMM on finance. This will support them in decision making and focusing
on other markets to attract people. Likewise, measures can be taken by organisation to mitigate
risk.
49

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APPENDIX
Questionnaire
Name- __________________
Age- ___________________
Gender- _________________
Q- 1 Is there been a positive impact of SMM on financial performance of hotel?
 Yes
 No
 Not sure
Q-2 What type of SMM techniques are been used by hotel?
 PPC
 SEO
 Video marketing
 E mail marketing
Q-3 Is hotel able to retain their customers through SMM?
 Yes
 No
 Not sure
Q-4 To how much extent there has been increase in percentage of profits due to SMM?
 5-10%
 10-20%
 20-30%
 More than 30%
Q-5 Are more number of people attracted due to SMM rather than traditional marketing?
 Yes
 No
 Not sure
Q- 6 Do you think that ROI has increased due to investment done in SMM?
 Yes
 No
54

 Not sure
Q-7 Do you think that hotel is able to maintain their financial stability by using SMM or not?
 Yes
 No
 Not sure
Q-8 Is using SMM will be beneficial for hotel in increasing profits for long term?
 Yes
 No
 Not sure
Q-9 Do you think that new customer acquired through SMM has contributed in revenue?
 Yes
 No
 Not sure
Q-10 Has adoption of SMM reduced cost of customer acquisition in your hotel?
 Yes
 No
 Not sure
Q- 11 What is average cost per month of running SMM on various social media platforms?
 €10-15
 €15-25
 €25-35
Q- 12 To what extent SMM has helped in reducing customer retention cost and rising profits?
 Not at all
 Somewhat
 Large extent
Q- 13 How much cost is incurred monthly on mitigating risk in SMM?
 €50-100
 €100-200
 €200-300
 €300-400
55

56