Analyzing Social Media Marketing's Impact on Hilton's Customer Base

This research project investigates the impact of social media marketing on the customer base of Hilton Hotel, a prominent hospitality sector player. The study begins with an introduction outlining the importance of assessing business operations through technological advancements, particularly in marketing. The main body of the report details the research's purpose, aims, objectives, research questions, and rationale, emphasizing the significance of social media marketing for revenue generation and customer base expansion. Ethical considerations and methodologies, including qualitative research with a questionnaire-based primary data collection method involving 20 employees, are also described. The report includes a detailed timeline and questionnaire used for data collection, followed by a thematic data evaluation section that analyzes key themes such as staff awareness of social media marketing, the adequacy of current social media marketing measures, the effectiveness of social media in increasing the customer base, the positive impact of social media marketing measures, customer satisfaction, staff training, advantages of social media marketing, and the effectiveness of specific social media tools like Facebook. The findings suggest that social media marketing is viewed positively by the staff and is effective in increasing customer base and satisfaction, with Facebook being the most effective tool.

Research Project

Table of Contents
TITLE..............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................5
TASK 3............................................................................................................................................6
TASK 4..........................................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES .............................................................................................................................18

TITLE
“To identify the impact of Social media marketing on customer base in hospitality sector.
A case study on Hilton Hotel.”
INTRODUCTION
With advancement of suitable technologies, this can be said that the proper assessment of
business operations in much effective way. Thus, it impacts the operations of a business
enterprise to a greater level (Moreno-Munoz and et.al., 2016). This will help in proper
assessment of the business operations and thus will lead the firm to carry out its operations in
much suitable way. This will improve the quality of services in much effective way. For the
present assessment, Hilton Hotel is been selected.
MAIN BODY
TASK 1
Purpose of research:
As the social media tools are becoming a significant tool to carry out the effective
promotional and other business related operations, it has laid a very deep influence of business
operation's and hence, it will lead the firm to evaluate the business operations in much suitable
way. The present research is carried out to get an understanding regarding impact laid by social
media marketing on customer base within the firm (Sparks, So and Bradley, 2016). This will
help in evaluating the significance of digital communication mediums on revenue generation of
the firm.
Aim:
“To identify the impact of Social media marketing on customer base in hospitality sector.
A case study on Hilton Hotel.”
Objectives:
 To analyse significance of social media marketing on the customer base in hospitality
sector.
 To identify the impacts of social media marketing on the customer base in hospitality
sector.
 To analyse suitable social media marketing tools for raising the customer satisfaction in
hospitality sector.
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 To provide suitable recommendations related to social media platforms for improving
customer base of Hilton Group.
Research Questions:
 What is significance of social media marketing on the customer base in hospitality
sector?
 What is the impacts of social media marketing on the customer base in hospitality sector?
 What are the suitable social media marketing tools for raising the customer satisfaction in
hospitality sector?
 What are suitable recommendations related to social media platforms for improving
customer base of Hilton Group?
Rationale:
As the organisations nowadays have turn out very competition extensive and thus, will
lead the firm to plan their business activities and operations. Thus, for meeting the needs and
demands of an organisation social media marketing can be termed as very suitable as it leads the
firm to carry out revenue generation and sales growth measures effectively, improving customer
base of a hospitality enterprise (Godey and et.al., 2016). The reason behind choosing the social
media platforms have turned out to be an effective medium of carrying out business operations
and other activities. As compared to traditional marketing techniques, social media marketing
tools are effective in maintaining hospitality business operations and thus, lead the organisation
to carry out hospitality activities which improves overall revenue generation of the firm
(Moorman, 2015).
Ethical consideration:
The present research process will see through certain ethics which will help in carrying
out of business activities which improves the quality of services. It also assists a researcher to get
suitable outputs and thus will lead the firm to meet the needs and demands related to the
achievement of set objectives (Kim, Lim and Brymer, 2015). During research, the data analyst
will look after the consent of all the people involved in this research, will collect data in
appropriate manner and will store it safely without any alterations. Besides this, the respondents
of research process will be informed about outcomes of carrying out this research process.
Methodologies to be used:
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Effective research methods will be used by a researcher in order to improve the
understanding about the effectiveness of social media tools on revenue generation and sales of a
hospitality enterprise. This will improve the quality of services and thus will lead the data analyst
to carry out research process much effectively (Hudson and et.al., 2015). It will help in proper
planning of the business operations which will help in effectively carrying out data assessment
process. Some major research methods used are as follows:
Research methods Type
Research type Qualitative
Research Approach Inductive
Research Philosophy Interpretivism
Data Collection Primary data collection using Questionnaire
Sampling Probabilistic using simple data sampling with
20 employees as respondents
Data assessment Thematic
3

Bibliography:
Moorman, C., 2015. Measuring The Impact Of Social Media On Your Business.
<https://www.forbes.com/sites/christinemoorman/2015/01/18/measuring-the-impact-of-
social-media-on-your-business/#af9be4e15e5d>
4

TASK 2
Mile stone
Task Name Duration Start Finish Predecessors
Research proposal 2 days Thu 1/10/19 Fri 1/11/19
Aims and objectives 3 days Sat 1/12/19 Mon 1/14/19 1
Research Methodologies 5 days Tue 1/15/19 Sat 1/19/19 2
Designing questionnaire 2 days Mon 1/21/19 Tue 1/22/19 3
Distribution of
questionnaire 3 days Wed 1/23/19 Fri 1/25/19 4
Data collection 5 days Sat 1/26/19 Wed 1/30/19 4,5
Data analysis 7 days Thu 1/31/19 Wed 2/6/19 5,6
Finding and conclusion 4 days Thu 2/7/19 Sun 2/10/19 7
Recommendations 3 days Mon 2/11/19 Thu 2/14/19 8
Submission 2 days Fri 2/15/19 Sat 2/6/19 9
Time line
Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week 10
Research proposal
Aims and
objectives
Research
methodologies
Data collection
Data analysis
Data interpretation
Finding and
5

conclusion
Recommendations
Submission
Monitoring the research:
The research measures will be monitored using the references in against to the proposed
time line. Along with it various Key performance indicators like rise in knowledge and
efficiency etc. were carried out within the firm that will help in proper assessment of research
process.
TASK 3
DATA ASSESSMENT
Questionnaire
Do you know about the social media marketing and its importance?
 Yes
 No
 May be
Are the social media marketing measures that are been carried out within the firm are adequate?
 Yes
 No
 May be
Are the social media marketing is effective to increase customer base of the firm?
 Highly Agree
 Agree
 Highly Disagree
 Disagree
 Neutral
What sort of impact does social media marketing measures lay on the organisation's customer
base?
 Positive
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 Negative
 Neutral
Do you think customer satisfaction level will be raised through social media marketing?
 Highly Agree
 Agree
 Highly Disagree
 Disagree
Are the staff members of firm well trained to operate social media based marketing tools that
are undertaken within Hilton Hotel?
 Highly Agree
 Agree
 Highly Disagree
 Disagree
 Neutral
What are the major advantages of using social media marketing within Hilton Hotel?
 Increased brand recognition
 Improved loyalty of customers
 Decrease marketing cost
 All the above
What social media tools are effective to get strong customer base?
 Facebook
 Twitter
 Instagram
 All the above
What suitable recommendations you provide for adopting social media marketing tools for
raising the customer satisfaction in Hilton Hotel?
 Providing suitable training of new marketing tools
 utilising trend predicting tools
 Use proper CRM software's
 All the above
-------------------------------------------------------------------------------------------------------------------
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Data Evaluation
Theme 1: yes, the staff knows about the social media marketing and its importance.
Do you know about the social media marketing and its importance? Frequency
Yes 15
No 3
May be 2
Interpretation: Based on the research process that is been carried out within organisation to
identify the impact of social media marketing tools on the customers of the firm, this was found
that among the 20 respondents participating within the research process at organisation, majority
8
15
3
2
Yes
No
May be

believes that they are well aware about social media marketing tools which are been utilized
within the organisation. This will help in proper gaining of customer base and thus, will lead the
firm to have a good customer base. A good adoption of social media marketing and gaining an
effective customer base is important as it improves the overall performance of organisation.
Theme 2: Yes, the social media marketing measures that are been carried out within the
firm are adequate.
Are the social media marketing measures that are been carried out within the
firm are adequate? Frequency
Yes 12
No 6
May be 2
Interpretation: Based on the data interpretation that is been carried out within Hilton Hotel, this
has been found that among the 20 respondents working within the firm, majority of participants
agreed to the fact that the social media marketing tools that are carried out within the firm are
9
Yes No May be
0
2
4
6
8
10
12
14
12
6
2
Frequency

adequate to improve customer base of a firm. Thus, look at this output, management of Hilton
Hotel can continue to carry out its social media promotions effectively.
Theme 3: yes, the social media marketing is effective to increase customer base of the firm.
Are the social media marketing is effective to increase customer base of the firm? Frequency
Highly Agree 1
Agree 10
Highly Disagree 5
Disagree 2
Neutral 2
Interpretation: As per the research carried out within Hilton hotel, majority of respondents
agreed to the fact that social media marketing is effective to gather suitable customer base. It
10
1
10
5
2
2
Highly Agree
Agree
Highly Disagree
Disagree
Neutral