Impact of Social Media Marketing on Hilton Hotel's Customer Base

This research project investigates the impact of social media marketing on enhancing the customer base of Hilton Hotel in the UK. The study employs an inductive approach and interpretivism philosophy, utilizing data collected from 30 Hilton employees through simple random sampling. The project aims to understand the meaning and importance of social media marketing in the hospitality sector and to explore various social media marketing methods adopted by hotels to enhance their customer base. The research includes a literature review examining the concepts of social media marketing, its significance in the hospitality sector, and various marketing methods like Facebook, blogging, and Instagram. The findings highlight how social media marketing can improve brand awareness and customer engagement, ultimately enhancing the productivity and profitability of Hilton Hotel. The report concludes with recommendations for Hilton to improve its customer base through effective social media strategies, offering insights into how marketing strategies incorporating various aspects of social media can positively affect customer loyalty and brand image.

Research Project

ABSTRACT
Social media marketing may be defined as a process which is undertaken by the firm to
gain website traffic or attention through the means of Facebook, Twitter etc. Now, social media
become a more popular source of promotion which in turn develops awareness among people.
This project report is based on Hilton that offer high quality accommodation services to the
customers at affordable prices. In this, inductive approach and interpretivism philosophy has
been selected by scholar to gain deeper insight about the extent to which social media marketing
helps in improving customer base. For this purpose, data from 30 employees of Hilton has been
selected by scholar by using simple random sampling technique. Along with this, it has been
found from study that by placing advertisement on social sites awareness can be developed
among the customers about services. In this way, productivity and profitability of firm can be
enhanced by Hilton through the means of social media marketing.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Background of study..............................................................................................................4
1.2 Research aims and objectives................................................................................................4
1.3 Research questions.................................................................................................................4
1.4 Significance of the study.......................................................................................................5
1.5 Rationale of research.............................................................................................................5
1.6 Structure of research project..................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
3.1 Research type.......................................................................................................................10
3.2 Research approach...............................................................................................................10
3.3 Research philosophy............................................................................................................11
3.4 Research design...................................................................................................................11
3.5 Data collection methods......................................................................................................11
3.6 Sampling..............................................................................................................................12
3.7 Data analysis plan................................................................................................................12
3.8 Ethical consideration...........................................................................................................13
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................14
CHAPTER 5: CONCLUSION......................................................................................................20
CHAPTER 6: RECOMMENDATIONS.......................................................................................20
REFERENCES..............................................................................................................................21
APPENDIX....................................................................................................................................24

Topic: Impact of social media marketing on enhancement of customer base: A study on
Hilton Hotel UK.
CHAPTER 1: INTRODUCTION
1.1 Background of study
In the present time, social media marketing is one of the most effective tools that are
undertaken by hospitality sector. Now, with the rise in technological advancement each person
makes use of smart phone. Due to this, tendency of people in relation to making use of social
sites increased with the higher rate as compared to before times. By considering such aspects
now firms which are operated in hospitality sector places high level of emphasis on giving
advertisement on social sites. Through this, companies can raise the awareness of people to the
significant level. The present research is based on Hilton which is one of leading hospitality firm
of UK. In this, report will shed light on the manner through which customer base can be
increased by Hilton through the means of social media marketing.
1.2 Research aims and objectives
Aim: To critically analyses the impact of social media marketing on enhancing customer base: A
study on Hilton Hotel, UK
Objective:
 To understand the meaning and concept of social media marketing.
 To determine the importance of social media marketing in hospitality sector.
 To explore the various social media marketing methods adopted by hospitality sector to
enhance the customer base.
1.3 Research questions
1 What is the meaning and concept of the social media marketing?
2 Determine the importance of social media marketing in the hospitality sector?

3 Explain the various social media marketing methods adopted by the hospitality sector to
enhance the customer base?
4 Recommend the various ways and strategies through which Hilton hotel can improve its
customer base by sue of social media marketing?
1.4 Significance of the study
As per the above research study it has been ascertained that Hilton hotel can easily identify
the customer base by use of the social media marketing. With assistance of this study, researcher
can able to know the importance of the social media marketing in order to increase the sales and
profitability of corporation. Furthermore, other investigator can determine the various methods
such as Facebook, blogging, twitter, instagram through which can company can easily develop
the link with customers. This study assists to researcher in finding the various ways and
strategies through which corporation can get touch with customer and get the reviews of them
regarding company's products and services.
1.5 Rationale of research
This research provides the information to overcome the various issues which faced by the
Hilton hotel. Hilton hotel face the issues regarding weak customer base and it has not developed
a proper link with customer. This study provides the information about the importance of social
media marketing and assist in overcome the issue related to customer base. This study focuses on
how marketing strategies incorporate various aspects of social media to positively affect
customer loyalty and brand. By understanding and utilizing social media marketing, knowing the
expectations of social media consumers and creating trusting relationship with those customer.
1.6 Structure of research project
Chapter 1: Introduction

In the first chapter, background, significance, rationale as well as aims and objectives
have been discussed by the researcher. Further, researcher has mentioned structure which is
employed by him for accomplishing the project in a structured way.
Chapter2: Literature review
In the next chapter of project, researcher will conduct evaluation of secondary data
sources for preparing brief thesis. This in turn enables scholar to gain high and in-depth
understanding about research issue.
Chapter 3: Research methodology
Researcher identifies and mentions tools or method that will be undertaken by him for
making proper analysis of problem. Hence, in the third chapter, researcher has mentioned
approach, philosophy, design, sampling, data collection and analysis method undertaken for
determining the impact of social media marketing on the enhancement of customer base.
Chapter 4: Data analysis and findings
This chapter of dissertation is highly important which clearly presents the findings
derived through the means of data analysis techniques. Hence, such chapter helps in gaining
information about the level to which customer base can be enhanced from social media
marketing concept.
Chapter 5: Conclusion
In the 5th chapter, researcher concludes the findings of study which reflects that all the
aim and objectives have been fulfilled to the significant level.
Chapter 6: Recommendations
Last chapter of dissertation entails the recommendations that have been provided by the
scholar. In this, researcher recommends several aspects through which issues can be resolved by
Hilton. Hence, by taking into account such measures Hilton can enhance its performance level to
the large extent in both financial and non-financial terms.

CHAPTER 2: LITERATURE REVIEW
Theme 1: Meaning and concepts of social media marketing
According to Bruhn and et.al., (2012) marketing is a process under which seller and
buyers exchange goods and services and their value is determined in terms of money. In the
process of marketing, while marketer use the social media platforms and websites in order to
promote a product and services then it is known as the social media marketing. As per the view
of Chan, Ling and Guillet, (2011) social media marketing refers to technique that target social
networks and applications to spread brand awareness or promote particular products. In the view
of Dinan (2000) it is a form of internet marketing that utilize social networking websites as a
marketing techniques. It assists to corporation in getting direct feedback from customer and
increase the brand image in the mind of customer. With assistance of social media marketing,
company can easily promote its product and services in the market within a short period of time.
It is a wide platform through which everyone can directly connect with organization.
In the process of social media marketing, company uses the various social media websites
and social networks in order to promote its product and services. It allow marketers to employ a
broad range of tactics and strategies to promote content. Many social networks allow users to
provide detailed geographical, demographic and personal information which allows marketers to
tailor their message to what is most likely to resonate with the user. According to the view of
Fotis and et.al, (2012) social media marketing is an effective and easy process for company
because by use of this it can directly link with the customers and get the review and suggestion
for the product and services. The use of social media networks to develop and manage an
organization's message. Bruhn and et.al., (2012) stated that in the social media marketing,
corporation can used various social media to disseminate information, including social network
websites such as Facebook, twitter, RSS feeds and new aggregates, blogs and video websites
such as you tube.
According to the view of Hays and et.al., (2013) social networking is not beneficial for
organization but also it is beneficial or useful for customer. In the present era, most of customer
like to purchase the product and services by use of online channels like company websites,
online websites and application. With assistance of social media, customer can easily get the

right information about the product price, feature, delivery, distribution , offers and discount.
Furthermore, customer can connect with the company representative by use of social media
marketing so as they can resolve their queries and issue related to products and services of the
organization. Hjalager and Anne-Mette (2010) stated that company can collect frequent data
about the product effectiveness and ineffectiveness because by use of this social media
marketing, corporation gets the opinion, feedback and suggestion of the customer. So it can be
said that social media marketing is a vast and effective concept through which marketing, selling
and purchasing activities and procedure can become easy for both customer as well as
organization. It is a very useful platform through which firm can frequently introduce its product
and services in front of customers.
Theme 2: The importance of social media marketing in hospitality sector
According to the view of Hvass, Kristian and Munar (2012) Social media marketing is
very important and helpful concept through which company can enhance promotion of product
and services. With assistance of this marketing, company can interact large number of customer
at a single time and get the various review of customer regarding corporation services. Hudson,
Simon and Thal (2013) stated that It is easy way to attract the large number of customers and
earn the maximum profitability by maximum selling. In the context of hospitality sector, social
media marketing play a very crucial role because by use of the various social media channels
such as Facebook, instragram, twitter corporation can engage with the customers and provide the
relevant information about the services.
According to the Leung, Daniel and et al., (2013) The use of social internet outlets have
become widespread, and travelers consistently use the media top brag about their great
experience as well as express displeasure with poor ones. Hotels and companies within the
hospitality industry must have a keen understanding of how to deliver their messages via social
media websites if they are to compete in today;s business environment. In the hospitality sector,
social media marketing assist to corporation in order to provide information and updates related
to services to customers. According to the view of Xiang, Zheng and Gretzel (2010). while
corporation generates its page on websites then it assist customer to aware about the company's
services. If any one likes the page of company on the Facebook then many of the friend of
his/her can see the page of organization. So it can be said that it is like a personal

recommendation that comes to customer from a trusted sources. JENKIN (2010) stated that
many companies in the hospitality sector have begun to offer promotion and special deals to
customer via social media channels. Thevenot and Guillaume (2007) stated that social media
marketing is very important for hospitality sector because by use of this company can easily
identify the various views, suggestion and review of the customer regarding company services.
By this corporation can easily bring improvement in the business process and services of the
hospitality sector.
Theme 3: To Explore the various social media marketing methods adopted by hospitality
sector to enhance the customer base
According to the view of Stelzner and Michael (2011) plus blogging is a essential and very
helpful technique for social media marketing. Under this company can use Google+ to improve a
campaigns content marketing efforts and to eventually dominate its target audience on
Google+.In the contradicting view, Safko and Lon (2010) stated that you tube marketing is
another effective method of social media marketing under this corporation make the presentation
of its services and shared a lot of useful and actionable tips on using you tube as an effective
tool. With assistance of you tube company can show or represent its extreme services and
additional feature of the corporation which can attract the large number of the customers.
According to the view of Milano and et.al., (2011) stated that blogger outreach is another
important method of social media marketing under which social marketer can use to get in touch
with their link and blog prospects to get coverage. In the contradicting view Stelzner and
Michael (2011) stated that scheduled Facebook post is the best method of social media marketing
in the sector of social media marketing under which company posts on the Facebook pages about
the services and features of the firm.
Conclusion: From the literature review section it has been concluded that social media
marketing is used by the companies which are operated in hospitality sector. Moreover,
advertisements which are placing by the companies on social sites such as Facebook, Twitter etc.
are eye catching and help in attracting the large number of people. Along with this, now people
spend more time on social networking sites. In this, firms which are operated in hospitality sector
can grab the attention level of customers which in turn result into high customer base profit

margin. Thus, social media may be served as a marketing tool that provides high level of
assistance to the companies in developing awareness among the large number of customers.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Research type
Qualitative and quantitative are the main two research types which can be used for
analyzing and resolving issue in the best possible way. Along with this, researcher can also make
use of mixed approach according to the nature or aspects of the issue. Quantitative approach may
be undertaken by the scholar for evaluating numeric facts and figures. Hence, such type is
employed by the investigator only when they need to test the hypothesis (Flick, 2015). On the
other side, in qualitative research scholar focuses on interpreting phenomenon and provides
assistance in developing hypothesis for the future study (Qualitative research, 2017). Hence, in
the present study qualitative research type has been selected by the investigator. In this way, by
evaluating the underlying reasons and opinions, the researcher has assessed the extent to which
social media marketing helps in enhancing customer base and loyalty.
3.2 Research approach
Approaches of the research can be classified into two types such as inductive and
deductive. Both such approaches assist the researcher in investigating problem or issue more
effectively and efficiently. Inductive approach of the research lays high emphasis on construction
of new theory on the basis of specific pattern and observation. Hence, such approach helps in
analyzing qualitative facts or aspects in the best possible way (Gast and Ledford, 2014). On the
contrary to it, under deductive approach scholar focuses on testing hypothesis through the means
of existing theoretical framework hence, by employing such technique researcher can present the
fair view of quantitative study.
In this, inductive approach has been selected by the researcher to identify the impact of
social media marketing on the customer base. The rationale behindselection of such approach is
the type of investigation such as qualitative. Hence by analyzing the impact of social media on
customers, new theory or findings have been found by the researcher.