Impact of Social Media Marketing on Hotel Consumer Behavior

This dissertation analyzes the influence of social media marketing on consumer behavior within the hotel industry, focusing on major global players. It examines how hotels utilize social media for marketing, emphasizing its impact on customer retention and revenue. The study acknowledges the increasing competitiveness of the market and the evolving demands of consumers, highlighting the importance of creating and retaining loyal customers. The research explores the significance of social media as a marketing tool, hypothesizing a positive correlation between social media marketing and consumer buying behavior. Data collected supports this hypothesis, particularly regarding the influence of loyalty programs. The dissertation includes an introduction to the research topic, background information, research aims, objectives, hypotheses, and questions. It also encompasses a comprehensive literature review, detailed research methodology, including research philosophy, approach, design, data collection and analysis, sampling, and ethical considerations. The findings and analysis chapter presents both quantitative data and qualitative analysis related to demographics, social media marketing, and consumer buying behavior. Finally, the dissertation concludes with recommendations for influencing consumer buying behavior in the hotel industry.

Running head: DISSERTATION
DISSERTATION
Name of the Student
Name of the University
Author Note

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Abstract
This study will analyse the influence of social media marketing on the consumer behaviour in
the hotel industry. The social media connection with the employees have been a key
marketing strategy for most of the organizations in this industry as customer retention is
essential for improving the sales volumes and revenue streams of any organization. In this
current study, a hotel market has been taken in to consideration, which consists of major
global players. Moreover, the usage of social media for marketing has been prevalent in the
hotels for a long time and the study will aim to identify the impact this on the consumer
behaviour. The current market environment is in comparison more competitive today and the
customers are becoming more and more demanding than before. In the present situation
creation and retention of loyal customers are the most significant part for the organisation.
The choice of the hotels by the customers is based on the services that are provided by these
hotels. Social media is believed one of the most important marketing tool for the hotel
industry. Thus, by linking the objective of the study it can be stated there is positive impact of
buying behaviour of consumers. The data that has been collected also illustrates that majority
of the respondents are in agreement with the fact loyalty card has positive impact on the
study.

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Acknowledgement
By this research, I have experienced best possible learning of my life. By conducting this
research, I have learnt various concepts, models and theories. I first thank to the almighty
God. After that, I want to thank to my supervisor ______________ who is my friend,
philosopher and guide. I also thank my parents for being supportive and accommodative for
completing this research. I want to thank my friends for giving me the moral support while
conducting this research.

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Table of Contents
CHAPTER 1...................................................................................................................3
INTRODUCTION..........................................................................................................3
1.0Introduction...............................................................................................................3
1.1Background of the research.......................................................................................5
1.2Aim of the research...................................................................................................6
1.3Research Hypothesis.................................................................................................6
1.4Research Objectives..................................................................................................6
1.5Research Question.....................................................................................................7
Chapter 2- Literature Review.........................................................................................7
Social Media.............................................................................................................10
CHAPTER 3.................................................................................................................19
RESEARCH METHODOLOGY.................................................................................19
3.0 Research Methodology...........................................................................................19
3.1 Research Philosophy..............................................................................................20
Justification for selecting positivism........................................................................22
3.2 Research Approach................................................................................................23
3.3 Research Design.....................................................................................................24
3.4 Data collection.......................................................................................................24
3.5 Data Analysis.........................................................................................................25
3.6 Sampling................................................................................................................25
3.7 Reliability and Validity..........................................................................................27

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3.8 Ethical consideration..............................................................................................27
Chapter 4......................................................................................................................28
Findings and Analysis..................................................................................................28
4.0 Finding and Analysis..............................................................................................28
4.1 Quantitative questions............................................................................................28
4.1.1 Demographics questions.................................................................................28
4.1.2 Quantitative Questions on social media marketing.........................................34
4.1.3 Quantitative Questions on consumer buying behaviour.................................42
CHAPTER 5.................................................................................................................62
CONCLUSION AND RECOMMENDATION...........................................................62
5.0Conclusion...............................................................................................................62
5.1Recommendation.....................................................................................................66
References....................................................................................................................67
Appendix......................................................................................................................73

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Topic: Impact of social media marketing on consumer buying behaviour in hotel industry
CHAPTER 1
INTRODUCTION
1.0Introduction
The research is based on the study of the different ways by which social media
marketing can impact the hotel industry. The hotel and hospitality industry is hugely
dependent on the reviews that are given by the customers as well as the positive word of
mouth. Social media in this case can act as a major marketing tool that can be used by the
customers of the hotel (Baker et al. 2016). The three different ways by which the hotel and
hospitality industry can use social media are as follows,
 Marketing – The hotels can use the social media platforms mainly like
Instagram and Twitter to enable the communication between the business and
the customers. The methods related to communication have changed in the
recent times, however the organizations still use the fundamental methods of
promotion and marketing so that they can pass on their message to the target
audience (Xie, Chen and Wu 2016). The major difference lies in the speed by
which the messages reach the target audience and the usage of the new tools
for this purpose. The marketing professionals can use the tools related to
information technology so that they can determine the various factors related
to the organizations (Godey et al. 2016). The analysis of the market can help
in revealing the various preferences related to the styles, purchasing habits,
tastes and preferred channels of communication.
 Improvement of customer relationship management – The second major
application of the social media tools after the promotional activities are the

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ways by which these tools are used for the management of customer
relationships. The analytical tools can be used for the purpose of digital
communication so that the marketing professionals can connect with the
customers of the organization (Kim, Lim and Brymer 2015). The digital
channels of communication encourage the way by which the transparency in
the response of the consumers can increase. The organizations within the
hospitality industry can therefore engage with the customers and further
improve their services or products according to their needs.
 Reputation management – This is another major function that can be
performed by the social media tools. The usage of social media ranges beyond
the simple marketing campaigns. The marketing managers use these tools to
sell the services and products and maintain the relationships with the
consumers. The digital tools that are used for communication are mainly
required for continuous management of the brand (Law et al. 2015). The
customers can use the social media platform to choose the services that they
wish to avail and raise the complaints related to the poor experience as well.
The speed related to the marketing opportunities with the help of digital tools
has opened new avenues for the hotel and hospitality industry. The
organizations that are able to offer high quality of services and products do not
need to wait to increase their profits. The internet savvy customers lessen
some of the burden related to the marketing activities of the organization that
belong to this industry. The marketing managers can therefore place their
concentration on the improvement of the services and products that they can
offer (Leung, Xue and Bai 2015).

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1.1Background of the research
The marketing platforms related to social media are gaining more and more
importance in the recent times in the daily lives of the consumers as well as the business
organization. The mobile devices and internet related activities are proving to become much
more valuable tools while the target customers are young. The technological giants of the
world have therefore started encashing upon this opportunity (Muhammad, Dey and
Weerakkody 2017). The organizations are adopting the methods of digital payment and
trying to take on the legislative and technological challenges. The rise of digital payment
methods has given rise to new challenges related to hotel industry. The hoteliers need to
embrace the new ways by which they can communicate with the consumers and get
themselves ready to face the changes in their behaviour. The marketing managers of the
hotels need to be updated with the social media trends of marketing and thereby develop their
online presence (Nisar and Whitehead 2016). This will help them to adapt to disruptions and
thereby achieve the advantage related to early adoption.
The subscriptions related to mobile devices have increased hugely by the end of the
year 2016. The usage of mobile devices in the hotel and hospitality industry has also
increased in the recent times. The consumers are now more engaged with the mobile
platforms, reach is also vast and the connectivity of the mobile devices worldwide have
become suitable platforms for marketing (Sigala and Chalkiti 2015). The increase the
penetration of mobile devices in the industry has helped in strengthening the engagement of
the consumers with these platforms. The usage of social media is also rising and the digital
consumers tend to spend more time on the social platforms. The major responsibility of the
hotels and hospitality industry is to increase the presence of their brands. The function that is
played by social media is the interaction between the consumers and the hotels. This two-way
communication helps the organizations to understand the needs and desires of the customers

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and thereby updating their services and offerings (Xiang et al. 2015). The usage of social
enables the promotion of offers and services on a real-time basis. The loyalty of the
consumers can also be increased with the help of social media. The popular social media
platforms that are used by the organizations in the hospitality industry are Instagram, Twitter,
Facebook, Snapchat. The users of these platforms related to social are mainly the potential
customers of the hotels. The management of the hotels design their marketing activities so
that they can target these customers and thereby fulfilling their needs and desires (Xie and
Lee 2015).
1.2Aim of the research
The study of this research will aim to recognize the impact of the social media
platforms of the behaviour of the consumers and the marketing activities of the organizations
that belong to the hotel and hospitality industry. The effect of digitization of activities and the
ways by which hotels adapt to the usage of these technologies to increase their customer base
and profitability is discussed and analysed in the research.
1.3Research Hypothesis
H0 – Social media marketing does not have any impact on consumer buying behaviour in
hotel industry.
H1 – Social media marketing has an impact on consumer buying behaviour in hotel industry.
1.4Research Objectives
 To identify impact of social media on consumer purchasing behaviour in hotel
industry
 To evaluate the significance of social media on consumer purchasing behaviour in
hotel industry
 To identify the elements of social media marketing

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 To identify the factors affecting consumer buying behaviour
 To recommend suitable strategies for influencing the consumer buying behaviour
1.5Research Question
 What is the impact of social media marketing on consumer buying behaviour in hotel
industry?
 What is the significance of social media of consumer buying behaviour in hotel
industry?
 What are the different factors influencing consumer buying behaviour?
 What are the different elements of social media marketing?
Chapter 2- Literature Review
Consumer buying behaviour
Nowadays, there are different kinds of consumers who are playing a vital role in the
marketplace phase. These customers are defined as the actors in the marketplace or the
different individuals who consume products both offline as well as online. One of the
essential variables that are reported is related to the influencing the different consumers are
the demographic variable. For instance- the number of male along with female customers or
users has drastically increased during the years (Ashley and Tuten 2015).
With advances in the emergence along with internet, there has been huge
interconnectivity between the different individuals that has been expanded over the internet.
The entire development enables the different business and consumers to work together in the
internet. This has been emerged through the social media that enable the different consumers
to generate proper kind of content and this helps in generating social kind of interactions
through different social platforms. There are different other platforms as well in the internet

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that include Amazon.com that enable different customers to post their review along with
rating their products that has been purchased by them.
Khare (2015) commented that with the usage of social media, the consumers can
create proper content along with offer valuable kind of advice to the others as well. This kind
of new development has seen different online communities along with electronic network that
will emerge on social media platforms wherein the customers can share their information
quickly and globally. With the rise in the different social networks, it can be seen that the
creation of content has emerged, wherein the individuals can share their different experiences
in an effective manner. The different online communities help in providing different
opportunities to the organizations in such a manner that will create a better understanding and
management system based on customer relationships. Social Media provide different kind of
opportunities that encourages the social interaction of the different customers to become more
attractive universally. The social commerce along with social media is the key components in
e commerce and in marketing literature that includes different factors that have huge
influence on the consumers.
According to Jin and Phua (2014), there are different models of the consumer
behaviour that helps in analysing the different reactions for different kinds of attitudes. The
decision process has to be analysed in such a manner that this will evaluate the tastes and
preferences of the consumers in an effective manner. The decision process of the individuals
includes recognition of the issue along with analysis of the motives and attitudes of the
individuals in an effective manner. The results of the decision making process includes
dissatisfaction or satisfaction among the motive of the employees.
Ashley and Tuten (2015) commented that there are different external factors that
include social class, reference groups and other unexpected circumstances. The decision

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variables of the individuals in the society include different kind of intentions and evaluative
criteria that is required to understand the purchasing decisions made by them. The attitude of
the different individuals in the society helps in understanding the intentions that are required
to be followed in order to improve the satisfaction generated from the behaviour of the
individuals in the entire society.
Four factors that affects the consumer behaviour
There are different factors that influence the culture of the buyers that include the
following:
Cultural Factors - is one of the essential components that affect the buying behaviour
of the consumers. According to Ashley and Tuten (2015), culture is the share of the company
and this influences the culture of the customers that varies from country to country. The
sellers have to be careful in nature for the analysis of the culture of different regions, groups
or countries as well. Szolnoki et al. (2014) commented that there are different sub cultures
that vary from nationalities and religions. The marketers in the competitive market need to
design different products according to the requirements of the specific geographical areas.
Chang, Kauffman and Kwon (2014) commented that the social class has huge importance and
create huge influence on the purchasing behaviour of the individuals.
Social Factors - create huge influence on the buying behaviour of the consumers in
the competitive market. According to Szolnoki et al. (2014), the different kind of reference
groups has potential for formulation of the different attitude of the individuals. Shan et al.
(2015) commented that there is huge impact of the reference groups that vary across the
different brands along with products. The buying behaviour of the customers is influenced by

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the role and status of the individuals in the entire competitive market. The behaviour of the
shopping is influenced with the help of the family members that has huge importance on the
changing lifestyles of the individuals in the entire competitive market.
Personal Factors - is another factor that influences the behaviour of buying of the
individuals in the market. The life cycle and age has potential impact of the buying behaviour
patterns of the individuals in the market. The age includes the life cycle of the individuals
that include different individuals of different age groups such as adults, unmarried couples
that helps the marketers in developing suitable products for each stage. Wamba and Carter
(2016) commented that the economic situation of the consumers in the market has huge
influence on the buying behaviour patterns of the individuals. If the savings and the income
of the customers are high in nature, the individuals with low income can buy chap products.
Psychological Factors - is another factor that influences the purchasing power of the
individuals in the competitive market. The level of the motivation affects the purchasing
power of the individuals in the market. The different individuals in the market has different
requirements that has to be undertaken in such a manner that this will lead to satisfaction of
the consumers. The different clients in the market have different beliefs towards different
products and services that have huge impact on the buying patterns of the consumers. These
kinds of beliefs and attitudes of the consumers help in conducting different campaigns (Ngai
et al. 2015).
Social Media
Social Media along with the unique popularity has immense popularity that has huge
influence on the marketing practices such as promotion and advertising. The usage of social
media has created huge influence on the behaviour of the different consumers in the market
from acquisition of information to the post purchase behaviour that includes dissatisfaction

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behaviours of consumers on particular product or service. Over the few years, it can be seen
that social media has created huge influence on different online networks as well. The higher
level of efficiency of the social media is compared to traditional channels of communication.
The corporate presence of the social media helps in granting the different likes done by the
users with different negative and positive messages (Nadeem et al. 2015).
According to Shan et al. (2015), there are different consumers who use social
networks in the daily life for different reasons. These help in maintaining interpersonal
relationships and connections between the social media online users and this will help in
maintaining and establishing contact with other individuals in the manner of social support.
Perception usefulness is the main construct of the technological advanced model wherein the
acceptance of the user helps in constructing strong influence for the system acceptance. There
are different means of building different brands in such a manner that it will help in analysing
the marketplace in an effective manner. The brands along with consumers have a proper
changing role that helps in analysing the different strategies that can be adopted by the
organizations to create impact on the entire economy.
Social interaction
Jin and Phua (2014) commented that the social interactions play a major role in the
process of effectuation wherein proper building analysis has been done in order to understand
the requirements of the customers. There are different online stores in the market that has
created huge impact on the buying patterns of the customers in the market. Furthermore,
Lamberton and Stephen (2016) commented that these kinds of communication processes
include the increased usage of social networks such as Facebook in an effective manner.
These kind of social interactions help in practicing as well as attaining communications and
social function that is essential for the daily interaction in the online market.

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On the other hand, Ashley and Tuten (2015) commented that social interaction
through social media is a useful tool that helps in understanding the tastes and preferences of
the individuals in an effective manner. The social interaction through different social media
networking sites help in understanding the buying preferences of the consumers in an
effective manner that will help in designing the social media tools in such a manner that will
include the preferences of the consumers in an effective manner.
Communication Media
This factor includes delivering and receiving data in an effective manner such that this
will help in creating communication between the different channels. According to Scott
(2015), communication media helps in creating different opportunities in such a manner that
this will help the different buying behaviour of the individuals. Snap chat and Facebook will
help the customers in the market understand the different buying patterns of the other
customers that will help in influencing their buying decisions as well. Social Media is one of
the essential social media communication channels that will help in understanding the
patterns of buying of different individuals in an effective manner.
On the other hand, Jin and Phua (2014) commented that communication media is the
process of receiving and sending data to the consumers or individuals in such a manner that
this helps in understanding the issues that are faced by the individuals. The social media
patterns have to be analysed in an effective manner that includes understanding the means of
transmission. The different storage tools or channels help in analysing the data storage system
effectively. The data storage and transmission help in analysing the collective decisions in an
effective manner.

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Trust and Quality
According to Kimmel and Kitchen (2014), trust is defined as the corner stone in the
development of the e-commerce. In business to consumer relationship, trust is essential in
nature and this plays an important role in influencing the buying behavioural patterns of the
different consumers. There are different dimensional scales of the competence, trust and
benevolence competence that can lead to the uncertainty and risk in the online environment.
On the other hand, Chang, Kauffman and Kwon (2014) commented that credibility and
benevolence plays an essential role in online shopping behaviour of the different individuals.
In the proper context of the communities that is online in nature, it can be analysed that trust
helps in facilitating the interaction of the different individuals along with encouraging them
in stick to the current network as well.
Effect of social media on the buying behaviour of consumers
Wamba and Carter (2016) commented that the interconnectivity of the different
consumers through the usage of social media includes different communities or
recommendations. The different kind of social interaction between the different consumers
help the peers in order to develop reject trust in the provider. The socialization of the
consumers occurs through the usage of social media that is done directly through the social
interactions and indirectly supporting the involvement of the product as well. There are
different kinds of consumers who use social network in such a manner that this will help
them in maintaining proper relationships between the friends or colleagues. There are
different issues relating to the impact of the social media that has been altered in nature. The
new era of the social engagement is essential in the different organizations, as this will try to
implement the social media strategies to understand the behaviour of the individuals.

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Furthermore, Luo, Zhang and Liu (2015) commented that proper maintenance of the
social interaction between the different consumers help in establishing and providing social
support. These kinds of social media interactions will help in supporting the users in
connecting with the different peers with adding to different networks of colleagues and
friends. Chang, Kauffman and Kwon (2014) commented that the shopping has been social
networking and experience that will help in allowing the consumers in interacting with
different individuals in and effective manner. The different cultural aspects have created
huge influence on the usage of the social networks by the consumers. In the present scenario,
the social networking can be done with the usage of e-commerce and this helps in enabling
the consumers to influence their own buying patterns.
According to Luo, Zhang and Liu (2015), there are different kind of advantages of
social media in connecting the entire business directly to the end customers in a timely
manner. It has been seen that there are different influences on the perceptions of the
consumers in such a manner that it influences the perceptions of the customers in an effective
manner. Lee, Hosanagar and Nair (2014) commented that there are different users who are
using different online formats in such a manner that this will help in communicating through
blogs and social networks in order to share their ideas as well. Hajli (2015) commented that
there are different unique aspects of the social media that helps in influencing the buying
patterns of the consumers in an effective manner.
According to Hudson et al. (2016), the social media has influenced the behaviour of
the different consumers from the information acquisition. There are different organizations
that require differentiating by the company or the brand image and this helps in generating
different competitive advantages as well. The different kind of consumers use the social
media in such a manner that this helps in maintaining the proper credibility among the
different users.

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Hubacek et al. (2014) commented that the social media usage has huge implications
on the buying patterns of the customers in an effective manner. It can be seen that social
media has helped in involving the different patterns that helped in understanding the buying
patterns of the customers. The theory of planned behaviour that has been proposed by Icek
Ajzen in 1991 helped in understanding the rational consumption of the consumers in the
market. There are different kinds of stages in the respective model that includes particular
kind of behaviour of the individuals that is influenced with the help of behavioural intention
of the individuals.
Secondly, the attitude towards the behaviour as well as subjective norms influences
the behavioural intention of the individuals jointly. These three factors are influenced with
the help of different external variables that include environmental, social and other
technological factors. The creation of the respective model helps in foundation for the future
research that includes the behaviour of the consumers and the effect of the social media on
the buying patterns of the individuals in the competitive market.
Furthermore, the technology acceptance model helps in analysis that will be based on
the perspective of the customers in the market. Davis et al. (1989) helped in understanding
the two major variables in the technology acceptance model has developed the model. The
two major kind of variables in the theory are perceived ease along with perceived usefulness
that are the different kind of determinants of the intentions of the behaviour. Perceived
usefulness is degree wherein the particular system helps in improving the performance of the
job and perceived ease includes the degree to which the person believes that the using that
system helps in understanding the free form effort. The particular model helps in explaining
the different variables that is external in nature and perceived ease helps in using the co-
determined usefulness that is perceived in nature.

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Furthermore, Hollebeek, Glynn and Brodie (2014) commented that there are different
consumers who are young and they have huge intention to buy online with the help of social
media. The process of ordering and delivering is easy in nature, as this will help in improving
the process that has been offered by the different online marketing companies. Ho and Vogel
(2014) commented and adopted the technology acceptance model that helps in analysis of the
different intentions of the consumers in the competitive market. This particular model helps
in adding the additional construction of the perceived risk in the entire study of the
behavioural intention of the Greek’s consumers purchasing intentions.
Fardouly et al. (2015) even employed the technology acceptance model in such a
manner that the theoretical framework and different additional construct helps in creating an
image of the purchase intention that is predicted in nature. The different results help in
indicating that the perceived usage of the technology advanced model help in understanding
the behaviour of the consumers in an effective manner. The behaviour of the consumers
along with perceived behaviour helps in understanding the differences between the benefits
that is gained by the consumers in the market. The perceived value of the consumers is
defined as the difference between the consumer benefits can help in gaining and the costs will
help in paying the products or services in an effective manner.
According to Zhang, Cheung and Lee (2014), empirically the perceived value of the
different consumers has created a positive relationship with the intention of the purchase.
Yang and Mattila (2017) recognizes that the more amounts of benefits that is provided to the
consumers will help in gaining more perceived value in an effective manner. Xiang, Magnini
and Fesenmaier (2015) commented that the four dimensional model of the perceived value
helps in understanding the subjective levels of the e commerce that is required for
understanding the effectiveness required for understanding the usage of the social media.

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The perceived value is the net amount of value of the difference between the
perceived benefits and sacrifice that is perceived in nature as well. Chen and Shen (2015)
conducted a proper and effective analysis on the purchase intention of the consumers in an
effective manner. The social media helps in analysis of the different behaviour of the
consumers along with their patterns of behaviour that is required to offer proper value to the
patterns that is followed by the consumers in the market. Chang, Kauffman and Kwon (2014)
commented that there is involvement of perceived risk in the perceived value that is required
for the understanding of the behaviour of the individuals while purchasing through online or
social media.
Chen and Shen (2015) commented that the new technological inventions have huge
impact on the organizations through the change in the contributions. There are different
organizations in the competitive market wherein they want to incorporate social media into
the businesses, as this will help in influencing their business in a positive manner. Zhang,
Cheung and Lee (2014) commented that there are different processes of communication in
such a manner that this will help in solving the different issues. Chang, Kauffman and Kwon
(2014) portrayed that globalization is the deviation towards the co-dependent economy that
will help in analysing the different requirements of the customers in an effective manner.
Conceptual Framework

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From the conceptual framework, it can be analysed that there are different factors that
affect the social media patterns. On the other hand, few factors affect the consumer buying
behaviour. The conceptual framework helps in analysing that the social media creates huge
impact on the buying behaviour of the consumers in the entire competitive market. The
different communication media along with trust has to be identified as this helps in
understanding the behaviour patterns. The communication media and social interaction has to
be analysed in such a manner that this will improve the communication process among the
individuals in the society.
The quality and the social interaction help in improving the trust among the different
individuals in an effective manner. The trust factor plays an important role in the organization
that helps in understanding the buying behaviour of the consumers in an effective manner.
The communication media plays a huge role in understanding the behaviour of the

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individuals or individuals to use the social media marketing in an effective manner can adopt
consumers in such a manner that this helps in understanding the different styles that.
Limitations or Literature gap
There have been different limitations or gap in the literature that is relating to impact
of social media on the buying behaviour of individuals. As this is a primary data analysis, the
entire research is based on few specific industries and this is not applicable for all the
industries in the market. There are different kinds of industries in the market wherein the
specific primary data analysis not viable in nature.
Furthermore, as the data analysis is primary in nature, the different analysis relating to
the secondary data analysis such as books along with different journals has not been utilized
in an effective manner. Therefore, these two basic problems have been identified while
conducting the entire research.
CHAPTER 3
RESEARCH METHODOLOGY
3.0 Research Methodology
Research methodology is the systematic way of identifying the facts that one is
unaware. The design, methods and approaches used throughout the whole study is described
within the research methodology. Moreover, it will provide valid justifications, advantages
and disadvantages of choosing different methods in the study. Methodology framework will
comprise of set of dogmatic assumptions, which will be used for executing the research.
Research methodology can be of different types depending upon general classification,
nature of the study, research design and purpose of the research (Kumar 2014). A research
can be qualitative or quantitative, descriptive or analytical, applied or fundamental,

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conclusive or exploratory depending of the various criteria. While analysing the nature of the
study, two research methods are used, one is fundamental research and other is applied
research. This current study is a applied research, as it will address particular issue faced by
the industry in general. The managers in various organizations to implement changes can use
the findings of the study.
Figure 1: Research onion Model
(Source: Kumar 2014)
3.1 Research Philosophy
Research philosophy is the method of identifying ways in which data will be
collected, used and analysed in the study. Research philosophy facilitates in being aware of
the beliefs and assumptions of the study. The practical implication of the study will determine
the choice of philosophy. The different types of philosophy of research used in the study are

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positivism, pragmatism, intepretivism and realism (Taylor, Bogdan and DeVault 2015).
Positivism philosophy will be based on gaining factual knowledge through observations. The
interpretation and collection of data is the limit of researchers in positivism philosophy. As
the observations in positivism are quantifiable, it leads to analysis that is statistical.
Ontological view is the basis of positivism philosophy and comprises of discrete and
observable elements. Scientific approach formulates the main assumptions in realism where
reality is independent from human mind. Direct and critical realism are the two groups in
which it can be divided (Flick 2015). Personal senses of human are used to portray direct
realism where as critical realism will not consider human experiences. Interpretivism is a
philosophy, which includes human elements into the study and social construction is used to
access the reality. Interpretivism combines various approaches such as phenomenology,
hermeneutics and constructivism. Subjectivism is the view accepted in interpretive approach
where secondary data is collected from various peer-reviewed journals, articles and blogs.
However, interview and surveys are also conducted in some cases while using the naturalistic
approach (Silverman 2016). Pragmatism will accept the relevancy of the concept if they are
supported by action. According to the pragmatics view, research can be interpreted in
different ways and multiple realities are bound to exist. Generally, the two mutually exclusive
dogmas are interpretivism and positivism but when there is need of modifying the
philosophical assumptions of the study pragmatism is used to move to a different position on
the continuum. However, in this study positivism is the research philosophy selected for
conducting the research.

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Figure 2: Research Philosophy
(Source: Silverman 2016)
Justification for selecting positivism
Positivism has been selected as the idea of research as it will improve the scope of
observation of the study and will facilitate in including hypothesis for testing. This study is
objective in nature where both the premises and conclusion are known. Positivism will reveal
the hidden facts and truths underlying with the observations to provide valid findings in the
study. Positivism will facilitate in validating the existing theories discussed in the literature
review of the study.

25
DISSERTATION
3.2 Research Approach
There are three approaches in research, one is deductive approach, second is
inductive approach and third is abductive approach (Panneerselvam 2014). Inductive
approach and deductive approach can be distinguished based on the relevance of hypothesis
in the study. Abductive approach initiates with surprising facts and puzzles then the entire
process is focused on explaining the causes of such facts. Deductive approach will develop
hypothesis based on the present theories and then designs a strategy to test the made
assumption. Moreover, deductive approach will facilitate in measuring the concept
quantitatively. Inductive approach is conducted when there is scarcity of resources and
consists of high risk as no new theory may be formulated. Inductive approach is used for
develop new theories and models. In this current study, Deductive approach has been
designated for conducting the research.
Figure 3: Research Approach
(Source: Panneerselvam 2014)

26
DISSERTATION
Justification for selecting the deductive approach
Deductive approach has been selected as the approach as it will facilitate in
validating the existing theories. Deductive approach will improve the scope of observation by
facilitating in conducting hypothesis testing. Deductive approach is sued because the time
span of the study is less and risk of not finding any relevant conclusion can be avoided by
using this method.
3.3 Research Design
Research design consists of specific method of collecting data and analysing them.
Research design is divided into two parts, one is exploratory research and other is
conclusive research (Creswell and Poth 2017). Exploratory research will aim to explore the
research question but will not provide any relevant conclusion from the study. These studies
are used to evaluate problems that have not been defined specifically. The explorative
research will thus provide alternate options to a specific problem in the study. Conclusive
research is used to develop findings crucial for reaching the specified conclusion in the study.
In this current study, conclusive research will be used as the study will test the developed
hypothesis.
3.4 Data collection
The study includes mono method where primary data collection will be done to
conduct quantitative analysis of data (Orkin 2014). As the study consists of a single design,
quantitative analysis will be done through questionnaires and surveys. The questionnaire will
consist of close-ended questions asked to the lower level employees working in the hotel
industry. Quantitative analysis is less time consuming and findings can be easily compared in
the study.

27
DISSERTATION
3.5 Data Analysis
In quantitative analysis, raw data collected is formed into meaningful data by using
different research tools. Quantitative analysis will consist of calculation of mean, median and
mode (Treiman 2014). The data collected will be used to calculate the frequency of different
variable so form graphs and chart. The study will consist of regression analysis, which will
identify the connection between the independent and the dependent variable. This will enable
to understand the degree and nature of relationship between both the variables.
3.6 Sampling
Sampling is the method of identifying the sample population form the overall
population. The population in some cases is so large that it is difficult, time consuming and
costly to analyze the data the whole population. Sampling is used to reduce the sample size
significantly, which can effectively represent the overall population. There are two types of
sampling method implemented in business or academic research, one is probabilistic
sampling and other is non-probabilistic sampling (Bryman and Bell 2015). Probabilistic
sampling is divided into four types and they are simple random sampling, systematic
sampling, stratified sampling and cluster sampling (Best and Kahn 2016). Simple random
sampling is the method of randomly selecting sample form he overall population. Systematic
sampling will select every nth variable from the overall population where n is the interval.
Cluster sampling is the multi stage sampling where all the data is clustered into a group to
identify the population sample. Stratified sampling is a method where the population is
divided into group of non-overlapping population and then randomization is used for
selecting the population sample. Non-probabilistic sampling consists of convenience
sampling, extensive sampling, snowball sampling, judgement sampling, and quota
sampling. Non-probabilistic sampling is used where the population sample is small and the
population is hidden. However, in this study, simple random sampling is used to collect data

28
DISSERTATION
from the whole population. The sample size for quantitative analysis is 50, which has been
selected from the data collected of 200 respondents.
Figure 4: Research Approach
(Source: Bryman and Bell 2015)

29
DISSERTATION
3.7 Reliability and Validity
Reliability is the extent to which different researchers can make use of the instruments
used in this study to obtain similar result in similar studies of their own. Reliability is a
concern when there is a single observation as it leads to subjectivity. Reliability can of
different types such as test rated reliability, parallel form reliability, inter-rated reliability
and internal consistency reliability (LoBiondo-Wood and Haber 2014). These methods are
used to check the reliability of the methods in the study. In this present research, test rated
reliability is used for attaining high reliability, in this method the same test has been
conducted multiple time with same sets of data sample to test their reliability. Validity is
extent to which the methods of the survey have been followed which means that precision of
the instruments in measured by this study. Criterion validity, internal validity, external
validity, concurrent validity, construct validity, content validity and face validity are the
different methods of measuring validity of a study (Einstein 2014). In this study, construct
validity is used for measuring the suitability of the measurement tools.
3.8 Ethical consideration
Ethical consideration may determine the success and failure of a study and
maintaining the anonymity of the respondents are essential. In this study, the data collected
has not been in any other journals and articles (Sekaran and Bougie 2016). None of the
respondents has been forced to take part in the study and they have participated of their own
free will. The respondents have been provided information about the purpose of conducting
the research and objectivity of the study has been maintained.

30
DISSERTATION
Chapter 4
Findings and Analysis
4.0 Finding and Analysis
4.1 Quantitative questions
4.1.1 Demographics questions
1. What is your length of stay in your organization?
Row labels No of
response
Percentage
of response
Total
respondents
less than a
year
12 24% 50
1-2 years 15 30% 50
2-5 years 11 22% 50
more than 5
years
12 24% 50
Table 1: Response of the Tenure of the respondents
(Source: As created by author)

31
DISSERTATION
less than a year 1-2 years 2-5 years more than 5 years
24%
30%
22%
24%
Tenure
Graph 1: Response on the Tenure of the respondents
(Source: As created by author)
Findings
This question is addressing the length of stay of the respondents who have been
working in the hotel industry. The findings of the study show that 24% of the respondents
have been in their respective organization for less than a year whereas 24% of the
respondents have been in their respective organization for more than 5years. On the other
hand, majority of the respondents, which is 30%, have been involved in their organization
between 1-2 years and 22% of the respondents have been in the organization between 2-5
years. The respondents that have less working experience in the industry may have a different
opinion from the respondents that have spent substantial amount of time. The findings in
other questions can be used to compare the difference or similarity in opinions of these
groups.

32
DISSERTATION
2. Your gender?
Row labels No of
response
Percentage
of response
Total
respondents
Male 27 54% 50
Female 23 46% 50
Table 2: Response on the Gender of the respondents
(Source: As created by author)
54%
46%
Gender
Graph 2: Response on the Gender of the respondents
(Source: As created by author)
Findings

33
DISSERTATION
This question will identify the gender of the respondents participating in the study.
The findings show that 54% of the respondents are male and 46% of the respondents are
female. The opinion of respondents may vary depending upon their gender. The findings in
other questions will be identified the difference in opinion.
3. Your age?
Row labels No of
response
Percentage
of response
Total
respondents
less than 25 21 42% 50
25-30 11 22% 50
31-40 14 28% 50
41 and above 4 8% 50
Table 3: Response on the Age of the respondents
(Source: As created by author)

34
DISSERTATION
less than 25 25-30 31-40 41 and above
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Age
Graph 3: Response on the Age of the respondents
(Source: As created by author)
Findings
This question will address the age of the respondents participated in the study. The
findings of the study show that 42% of the respondents are below the age group of 25, 22%
of the respondents are between the age group of 25-30, 28% of the respondents are between
the age group of 31-40 and 8% of the respondents are above the age group of 41. The opinion
of respondents will vary depending upon their age due to their varying needs and this study
will compare the findings to identify the similarity or difference in opinion among the
different age groups.

35
DISSERTATION
4. Are you satisfied with the current digital marketing strategies in your organization?
Row labels No of
response
Percentage
of response
Total
respondents
Highly satisfied 14 28% 50
Satisfied 10 20% 50
Indifferent 9 18% 50
Dissatisfied 9 18% 50
Highly dissatisfied 8 16% 50
Table 4: Response on Satisfaction level due to current digital marketing activities
(Source: As created by author)
Highly satisfied
Satisfied
Indifferent
Dissatisfied
Highly dissatisfied
0 0.05 0.1 0.15 0.2 0.25 0.3
Satisfaction level

36
DISSERTATION
Graph 4: Response on Satisfaction level due to current digital marketing
activities
(Source: As created by author)
Findings
This question will depict the satisfaction level of the respondents with the current
digital and communication plan in their respective organization. The findings of the study
show that 28% respondents are highly satisfied with the current digital marketing strategy in
their respective organizations and 20% of the respondents are satisfied with the digital
marketing strategy. On the other hand, 18% are indifferent towards this question, 18% are
dissatisfied and 16% are highly dissatisfied with the current digital marketing strategy in the
organization. This show that different organizations are not using similar marketing strategy
for influencing the buying behaviour of the consumers. Thus, the difference in opinion in
different aspects will identify the standard procedures necessary for influencing the buying
behaviour of the consumers.
4.1.2 Quantitative Questions on social media marketing
5. How far do you agree that social interaction is an essential component of social media
marketing?
Row labels No of
response
Percentage
of response
Total
respondents
Strongly Agree 21 42% 50
Agree 23 46% 50
Indifferent 1 2% 50

37
DISSERTATION
Disagree 2 4% 50
Strongly disagree 3 6% 50
Table 5: Response on Social interaction being an essential component of social
media marketing
(Source: As created by author)
42%
46%
2%4% 6%
Social Interaction
Strongly Agree Agree Indifferent Disagree Strongly disagree
Graph 5: Response on Social interaction being an essential component of social
media marketing
(Source: As created by author)
Findings
This will question will highlight the responses of social interactions being an essential
component of social media. The findings of the study show that 42% of the respondents

38
DISSERTATION
strongly agree that social interaction is an essential component of social media marketing and
46% agree to the same fact. On the contrary, 2% of the respondents are indifferent towards
the question, 4% have disagreed to the question and 6% have strongly disagreed to the fact
that social interaction is an essential component of social media marketing. According to
digital marketing theories, social interaction is essential for identifying the needs and wants
of the consumers. The majority of the respondents in the study are indicating the same thing.
However, the premises can be only be true if the conclusion is true and the hypothesis testing
will prove its authenticity later on the study.
6. How far do you agree that communication media is an essential component of social
media marketing?
Row labels No of
response
Percentage
of response
Total
respondents
Strongly Agree 28 56% 50
Agree 15 30% 50
Indifferent 0 0% 50
Disagree 3 6% 50
Strongly disagree 4 8% 50
Table 6: Response on Communication media being an essential component of
social media marketing
(Source: As created by author)

39
DISSERTATION
Strongly Agree
Agree
Indifferent
Disagree
Strongly disagree
48%
36%
0%
6%
10%
Communication Media
Graph 6: Response on Communication media being an essential component of
social media marketing
(Source: As created by author)
Findings
This will question will underline the responses of communication media being a
crucial component of social media marketing. The findings of the study show that 56% of the
respondents strongly agree that communication media is an essential component of social
media marketing and 30% agree to the same fact. On the contrary, 0% of the respondents are
indifferent towards the question, 6% have disagreed to the question and 10% have strongly
disagreed to the fact that communication media is an essential component of social media
marketing. According to digital marketing theories, different digital communication
platforms provide knowledge about different products and their specifications including
product reviews. The findings are indicating the same thing but it can only be proved later
using regression analysis.

40
DISSERTATION
7. How far do you agree that quality is an essential component of social media marketing?
Row labels No of
response
Percentage
of response
Total
respondents
Strongly Agree 22 44% 50
Agree 16 32% 50
Indifferent 2 4% 50
Disagree 4 8% 50
Strongly disagree 6 12% 50
Table 7: Response on Quality being an essential component of social media
marketing
(Source: As created by author)
S t r o n g l y A g r e e A g r e e I n d i ff e r e n t D i s a g r e e S t r o n g l y
d i s a g r e e
44% 32% 4% 8% 12%
Quality

41
DISSERTATION
Graph 7: Response on Quality being an essential component of social media
marketing
(Source: As created by author)
Findings
This will question will underline the responses of quality being a crucial component
of social media marketing. The findings of the study show that 44% of the respondents
strongly agree that quality is an essential component of social media marketing and 32%
agree to the same fact. On the contrary, 4% of the respondents are indifferent towards the
question, 8% have disagreed to the question and 12% have strongly disagreed to the fact that
quality is an essential component of social media marketing. Digital marketing strategy states
that quality of the product is a significant component as product reviews are easily available
on the online media platform and bad reviews about hotels will definitely reduce their
occupancy rate. The findings are hinting at the same thing and it will be deduced at the end of
the study.

42
DISSERTATION
8. How far do you agree that trust is an essential component of social media marketing?
Row labels No of
response
Percentage
of response
Total
respondents
Strongly Agree 24 48% 50
Agree 18 36% 50
Indifferent 0 0% 50
Disagree 3 6% 50
Strongly disagree 5 10% 50
Table 8: Response on Trust being an essential component of social media
marketing
(Source: As created by author)

43
DISSERTATION
Strongly
Agree
Agree
Disagree
Strongly disagree
Trust
Graph 8: Response on Trust being an essential component of social media
marketing
(Source: As created by author)
Findings
This will question will emphasize on the responses of trust being an important
component of social media marketing. The findings of the study show that 48% of the
respondents strongly agree that trust is an important component of social media marketing
and 36% agree to the same fact. On the contrary, 0% of the respondents are indifferent
towards the question, 6% have disagreed to the question and 10% have strongly disagreed to
the fact that trust is an essential component of social media marketing. Trust is important for
developing relationship especially on the online platforms where the chances of frauds are
more. The hotel industry has to be transparent about the amenities they are providing to the
consumers as strong communication channel may lead to downfall of a business. Therefore,
developing trust will increase consumer loyalty and will influence the consumer buying

44
DISSERTATION
behaviour. In this study, the regression analysis will be used to prove this theory indicated by
majority of sample population.
4.1.3 Quantitative Questions on consumer buying behaviour
9. How far do you agree that cultural factors will have an impact on the consumer buying
behaviour?
Row labels No of
response
Percentage
of response
Total
respondents
Strongly Agree 21 42% 50
Agree 22 44% 50
Indifferent 0 0% 50
Disagree 3 6% 50
Strongly disagree 4 8% 50
Table 9: Response on Cultural factor having an impact on consumer buying
behaviour
(Source: As created by author)

45
DISSERTATION
Cultural Factor
Strongly Agree Agree Indifferent Disagree Strongly disagree
Graph 9: Response on Cultural factor having an impact on consumer buying
behaviour
(Source: As created by author)
Findings
This question will determine the responses of cultural factor of having an impact on
the buying behaviour of the consumers. The findings of the study show that 42% of the
respondents strongly agree to the fact that cultural factor will have an impact on consumer
buying behaviour and 44% have supported the previous set of respondents. However, 0% are
indifferent to the question whereas 6% have disagreed and 8% have strongly disagreed that
cultural factors will have an impact on the consumer buying behaviour. Cultural background
of consumers varies depending upon their upbringing, which leads to the development of
varied taste and choices. The majority of the respondents have said the same thing and
analysis of the collected data will validate this factor.

46
DISSERTATION
10. How far do you agree social factors will have an impact on the consumer buying
behaviour?
Row labels No of
response
Percentage
of response
Total
respondents
Strongly Agree 22 44% 50
Agree 22 44% 50
Indifferent 1 2% 50
Disagree 2 4% 50
Strongly disagree 3 6% 50
Table 10: Response on Social factor having an impact on consumer buying
behaviour
(Source: As created by author)
Strongly Agree
Agree
Indifferent
Disagree
Strongly disagree
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5
44%
44%
2%
4%
6%
Social Factor

47
DISSERTATION
Graph 10: Response on Social factor having an impact on consumer buying
behaviour
(Source: As created by author)
Findings
This question will determine the responses of social factor of having an impact on the
buying behaviour of the consumers. The findings of the study show that 44% of the
respondents strongly agree to the fact that cultural factor will have an impact on consumer
buying behaviour and 44% have supported the previous set of respondents. However, 2% are
indifferent to the question whereas 4% have disagreed and 6% have strongly disagreed that
cultural factors will have an impact on the consumer buying behaviour. Society has a deep
impact on the consumer buying behaviour and in hotel industry, the social background will
determine the type of rooms, food and services the consumer will like to avail.
11. How far do you agree personal factors will have an impact on the consumer buying
behaviour?
Row labels No of
response
Percentage
of response
Total
respondents
Strongly Agree 26 52% 50
Agree 20 40% 50
Indifferent 0 0% 50
Disagree 2 4% 50
Strongly disagree 2 4% 50

48
DISSERTATION
Table 11: Response on Personal factor having an impact on consumer buying
behaviour
(Source: As created by author)
Personal Factor
Strongly Agree Agree Indifferent Disagree Strongly disagree
Graph 11: Response on Personal factor having an impact on consumer buying
behaviour
(Source: As created by author)
Findings
This question will highlight the responses of personal factor of having an impact on
the buying behaviour of the consumers. The findings of the study show that 52% of the
respondents strongly agree to the fact that personal factor will have an impact on consumer
buying behaviour and 40% have supported the previous set of respondents. However, 0% is
indifferent to the question whereas 4% have disagreed and 4% have strongly disagreed that

49
DISSERTATION
personal factors will have an impact on the consumer buying behaviour. Personal factor
include age and marital status of consumers that changes the needs and wants of the
consumers. In this study, the majority of the consumers are having a similar opinion and will
be proved at the later stage of analysis.
12. How far do you agree psychological factors will have an impact on the consumer
buying behaviour?
Row labels No of
response
Percentage
of response
Total
respondents
Strongly Agree 20 40% 50
Agree 21 42% 50
Indifferent 1 2% 50
Disagree 4 8% 50
Strongly disagree 4 8% 50
Table 12: Response on Psychological factor having an impact on consumer
buying behaviour
(Source: As created by author)

50
DISSERTATION
Strongly Agree
Agree
Indifferent
Disagree
Strongly disagree
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45
Psychological Factor
Graph 12: Response on Psychological factor having an impact on consumer
buying
(Source: As created by author)
Findings
This question will portray the responses of psychological factor of having an impact
on the buying behaviour of the consumers. The findings of the study show that 40% of the
respondents strongly agree to the fact that psychological factor will have an impact on
consumer buying behaviour and 42% have supported the previous set of respondents.
However, 2% are indifferent to the question whereas 8% have disagreed and 8% have
strongly disagreed that psychological factors will have an impact on the consumer buying
behaviour. The consumers have different perception about different products and this is
evident in their choice of restaurant. The consumer travelling on business trips will have
different frame of mind from the consumers travelling for a holiday. Thus, this factor has to
be incorporated while serving to the consumers and the majority of the respondents have a
similar opinion on this factor.

51
DISSERTATION
Regression Analysis
S
UMMAR
Y
OUTPUT
Regression
Statistics
M
ultiple R
0
.89830
0535
R
Square
0
.80694
3852
Ad
justed R
Square
0
.80292
1849
St
andard
Error
0
.28008
779
Ob
servations
5
0

52
DISSERTATION
A
NOVA
d
f
S
S
M
S F
S
ignific
ance F
Re
gression 1
1
5.7394
3983
1
5.7394
3983
200
.6323306
9
.11987
E-19
Re
sidual
4
8
3
.76556
0166
0
.07844
917
To
tal
4
9
1
9.505
C
oeffici
ents
S
tandar
d Error
t
Stat
P-
value
L
ower
95%
U
pper
95%
L
ower
95.0%
U
pper
95.0%
Int
ercept
0
.24040
4564
0
.12568
8746
1
.91269
7607
0.0
61763342
-
0.0123
09593
0
.49311
8722
-
0.0123
09593
0
.49311
8722
X
Variable 1
0
.90352
0
.06378
1
4.1644
9.1
1987E-19
0
.77527
1
.03178
0
.77527
1
.03178

53
DISSERTATION
6971 8246 7424 2108 1834 2108 1834
R
ESIDUA
L
OUTPUT
PR
OBABILIT
Y
OUTPUT
O
bservatio
n
P
redict
ed Y
R
esidual
s
Per
centile Y
1
1
.36981
3278
-
0.3698
13278 1 1
2
2
.04745
8506
-
0.2974
58506 3 1
3
2
.04745
8506
0
.20254
1494 5 1
4
1
.82157
6763
-
0.3215
76763 7 1

54
DISSERTATION
5
2
.72510
3734
0
.02489
6266 9
1
.25
6
1
.59569
5021
-
0.0956
95021 11
1
.25
7
2
.04745
8506
-
0.0474
58506 13
1
.25
8
1
.82157
6763
-
0.0715
76763 15
1
.25
9
1
.59569
5021
-
0.0956
95021 17
1
.25
10
2
.27334
0249
-
0.0233
40249 19
1
.5
11
1
.36981
3278
0
.88018
6722 21
1
.5
12 1
.59569
0
.15430
23 1

55
DISSERTATION
5021 4979 .5
13
1
.82157
6763
-
0.0715
76763 25
1
.5
14
2
.27334
0249
-
0.2733
40249 27
1
.5
15
1
.14393
1535
-
0.1439
31535 29
1
.5
16
1
.59569
5021
-
0.0956
95021 31
1
.5
17
2
.95098
5477
0
.04901
4523 33
1
.5
18
2
.04745
8506
-
0.0474
58506 35
1
.5
19
1
.82157
6763
0
.17842
3237 37
1
.5

56
DISSERTATION
20
1
.36981
3278
-
0.1198
13278 39
1
.75
21
1
.36981
3278
-
0.1198
13278 41
1
.75
22
1
.59569
5021
0
.15430
4979 43
1
.75
23
2
.49922
1992
0
.00077
8008 45
1
.75
24
1
.14393
1535
0
.10606
8465 47
1
.75
25
3
.17686
722
0
.07313
278 49
1
.75
26
1
.82157
6763
-
0.0715
76763 51
1
.75
27 1
.82157
0
.17842
53 2

57
DISSERTATION
6763 3237
28
2
.04745
8506
0
.45254
1494 55 2
29
2
.27334
0249
-
0.5233
40249 57 2
30
1
.59569
5021
0
.90430
4979 59 2
31
2
.27334
0249
-
0.0233
40249 61 2
32
2
.27334
0249
-
0.0233
40249 63 2
33
1
.59569
5021
-
0.3456
95021 65 2
34
2
.27334
0249
-
0.0233
40249 67
2
.25

58
DISSERTATION
35
1
.59569
5021
0
.40430
4979 69
2
.25
36
3
.17686
722
0
.07313
278 71
2
.25
37
1
.59569
5021
-
0.0956
95021 73
2
.25
38
1
.59569
5021
-
0.0956
95021 75
2
.25
39
1
.36981
3278
-
0.3698
13278 77
2
.25
40
1
.82157
6763
-
0.3215
76763 79
2
.25
41
3
.17686
722
0
.07313
278 81
2
.5
42 1
.59569
-
0.0956
83 2

59
DISSERTATION
5021 95021 .5
43
1
.36981
3278
0
.63018
6722 85
2
.5
44
2
.95098
5477
0
.04901
4523 87
2
.75
45
1
.14393
1535
-
0.1439
31535 89 3
46
1
.36981
3278
-
0.1198
13278 91 3
47
1
.59569
5021
-
0.0956
95021 93
3
.25
48
3
.17686
722
0
.07313
278 95
3
.25
49
2
.27334
0249
-
0.0233
40249 97
3
.25

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50
1
.59569
5021
-
0.0956
95021 99
3
.25
0 20 40 60 80 100 120
0
0.5
1
1.5
2
2.5
3
3.5
Normal Probability Plot
Sample Percentile
Y
Graph 13: Normality Plot
(Source: As created by author)
Analysis
Regression analysis is used to identify the relationship between the independent and
the dependent variable, which will also include the nature and degree of relationship between
social media marketing and consumer buying behaviour. The different types of regression
analysis are linear regression, logistic regression and linear multiple regression. The choice of
the regression analysis will depend on the number of variables included in the study. n this

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current study, only two variables have been included so linear regression has been used to
establish the relationship between both the variables. The relationship between the variables
will be represented in form of a straight-line equation, y=mx +c+ E0 where y= consumer
buying behaviour, x= social media marketing, m=slope of the equation, c= intercept and E0 =
error term. In ideal conditions, the error term is zero but in practical research, there are
certain deviations, which are calculated using the error term. In this study, in order to reduce
the complexity of analysis the error term has been omitted from the study. The error term is
used as attaining perfect result is impossible in studies of this nature.
The correlation coefficient is represented by Multiple R, which states the degree of
relationship between both the variables. Correlation theory states that if the value of multiple
R is 0 or close to 0 then there is no correlation between the variables. When the value of
multiple R is 1 or close to 1 then there is strong positive correlation between both the
variables and if the value is -1 or somewhat close to it then it has a strong negative
relationship between the variables. In this present study, the value of multiple R is
0.898300535, which shows strong positive relation between social media marketing and
consumer buying behaviour. When the value of R is 0.8, the goodness of fit is high and in
this study, it has identified that goodness of fit is very high. Goodness of fit signifies that
majority of the data falls within the regression equation.
The coefficient of determination is represented by R2 that shows the number of points
within the regression line and the extent to which the independent variable is able to explain
the dependent variable. In this study, the value of R2 is 0.806943852 that means that 80.6%
nature of the dependent variable has been explained by the independent variable. Random
variability has caused the variation in data, which shows 19.3 % of variance. However, the
explaining capability of the independent variable in this scenario is high. The regression
equation will determine the change in value of y with 1 unit change in value of x.

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DISSERTATION
When the value of F statistics is less than 0.05, then the null hypothesis can be
rejected and in this study the value of F is 9.11987E-19. Therefore, the null hypothesis in this
study has been rejected. The alternative hypothesis states that there is impact of social media
marketing on consumer buying behaviour. The value of multiple R has shown that there is
positive relationship between the social media marketing and consumer buying behaviour.
Therefore, with increase ineffective social media policy, there is increase in effectiveness of
consumer buying behaviour. In this study, the regression equation between both the variables
is y= 0.903526971x + 0.240404564. When the value of x is put as 1 unit, then the value of y
is 1.144 which shows strong positive correlation and with 1unit increase in social media
marketing, there is 1.144 units increase in consumer buying behaviour.
0.5 1 1.5 2 2.5 3 3.5
0
0.5
1
1.5
2
2.5
3
3.5
f(x) = 0.893104332222508 x + 0.146308638810561
R² = 0.806943852039215
Social Media Marketing
Consumer Buying Behaviour
Graph 14: Regression Equation
(Source: As created by author)

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DISSERTATION
The normality plot determines the nature of the data that has been collected in the
study. In normality plot is a straight line, it signifies that the data collected is following
normal distribution. In this study, the data collected is following a straight-line pattern and it
can be said that the data collected is following normal distribution. In practical scenarios, it is
not possible to obtain an exact straight line but approximation is used to identify the
characteristics of the graph.
CHAPTER 5
CONCLUSION AND RECOMMENDATION
5.0Conclusion
The report can be concluded by stating that, the platforms related to digital payments
are other major opportunities that are provided by the social media. With the increase in the
access of internet and the usage of mobile devices the usage of digital payment has also seen
a huge increase. The consumers of the hotel industry are continuously becoming more and
more aware of the options related to digital payment. The adoption of digital payment that is
projected along with the growth of the users of social media in the next few years can act as
an opportunity for the direct booking with the help of mobile devices. The examples of the
digital payment options that provided to the consumers are mainly, Alipay and WeChat
wallet. These two options of digital payment that are offered to the consumers have shown
immense success in the hotel industry. The incorporation of the digital wallets into social
media and the messaging applications has mainly enabled the users to send money and
receive money from each other. The vendors of the hotels can offer more discounts to the
customers with the help of the digital platforms and they also reward them with loyalty points
so that they get incentives for using this medium. The options of digital payment are expected
to increase in near future, and the hotels need to keep updating their applications so that they

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can keep pace with the changes and expectations. The offers, discounts, rewards and loyalty
programs that are offered by the hotels on the digital platforms encourages the customers to
use these platforms much more than before.
The usage of social media, digital marketing and digital payments have shown huge
increase in the recent years. Social media has therefore impacted the marketing related
activities of the organizations that belong to the hotel and hospitality industry heavily. The
major reason behind this huge impact of social media in this industry is the increase in reach
and convenience of the marketing activities that are conducted by the hotels.
The customers can use this medium to share their good experiences and to share the
problems or issues that they face due to the poor experiences. The leaders and the
management of the hotels and the hospitality industry cannot ignore the different experiences
that are shared by the customers with the help of social media. With the increase in the
advancement of technology, the social media platforms have become more active for the
usage of the customers as well as the hotels. There are many ways by which the organizations
can use social media to raise the quality of their services and the businesses can be held
accountable to the customers.
The usage of digital media helps in the empowerment of the consumers or the
potential consumers of the hotels. The customers are able to share their personal experiences
in the hotels along with their grievances in the social media pages. Another major advantage
that is provided by the social platforms are the promotions that are conducted with the help of
positive word of mouth from the consumers. The hotels use this opportunity so that they can
use this trend by encouraging the customers to use the hashtags of the brands that are related
to promotions of the organization.

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Influencer marketing is another major part of the social media marketing process. The
expertise of the individuals, reputation or the popularity can influence the thoughts of the
consumers. The influencing method of marketing has been used for many years now,
however, with the advent of social media this process of marketing has become much
stronger.
Personalization is another major impact or advantage of the usage of social media for
the purpose of marketing. The hotels are now aiming at personalizing the communication that
takes with the customers with the help of their mobile devices. The mobile phones are the
closest partners of a person’s daily life and this gives the hotels an opportunity to
communicate personally with the customers. The personal interaction of the management of
the hotels with the customers is the major advantage that is provided by mobile devices. The
hotels need to bring the necessary changes in their infrastructure so that they can become
phone-friendly and help the guests to interact with the hotels easily. The process of
personalization with the help of social media and the mobile devices is constantly evolving.
The personalization process can occur on a wide range so that the interactions between the
consumers and the social media channels of the brand can further increase. The point of view
of advertising the platforms related to social media help in providing a dynamic advertising
policy so that the recent searches of the consumers related to travel can be able to trigger the
advertisements in a personalized manner. The dynamic advertisements that are placed on the
various social media pages of the organizations mainly target the customers with high
potential. The potential of the consumers is judged with the help of the recent searches that
are conducted by the customers. The social media platforms mainly offer the opportunity to
the hotels to have personalized communication with the present and potential customers.

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Objective 1 – Social media has a huge impact on the behaviour of the consumers in
the hotel industry. The regression analysis has further revealed that the first objective of the
research has been fulfilled in the process.
Objective 2 – The second objective is related to the significance that social media on
the buying behaviour of the consumers of the hotel industry. The related between buying
behaviour of the customers and social media in hospitality industry is determined by the two
variables that are considered in the regression analysis.
Objective 3 – The third objective is related to the different elements that are related to
marketing with the help of social media. As has been discussed above, the elements of social
media marketing that are identified in the analysis are, trust, quality, social interaction and
communication media. These elements of marketing related to social media affect the ways
by which the buying behaviour of the customers are influenced.
Objective 4 – The fourth objective is related to the various factors that can affect the
behaviour of the consumers related to buying of the services or the products. The different
factors that have been identified are, the cultural factors, social factors, personal factors,
psychological factors. The relevance of the culture to which the customers belong with their
buying behaviour is tested in the regression analysis of these factors. The geographic areas of
the consumers decide the culture and the offerings of the hotels also need to differ with
respect to the needs and desires of those consumers. The cultures of the areas where the
customers come from can also be subdivided into many other sub-cultures. The social status
and class of the consumers also impact their buying behaviour to a great extent. The social
factors related to the consumers also affect the attitude of buying different products. The
reference groups of the consumers impact their behaviour as well. The services or products
that they wish to buy are identified with the help of the opinions that are placed by the groups

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DISSERTATION
in the society. Personal experiences or the factors of the customers can impact the buying
behaviour as well. This factor has also been examined in the regression analysis. The age
group of the consumers, marital status of the consumers, suitability of services and products
impact the ways by which they behave in the industry. The psychology of the consumers
affects the buying behaviour in the hospitality and hotel industry. The motivation level of the
customers and their requirements affects their behaviour related to the purchase of services.
The buying patterns of the consumers is also impacted by their satisfaction levels regarding
the product offerings. Satisfaction of the consumers is a major factor in the hotel industry.
5.1Recommendation
The hotels need to implement strategies so that they can influence the buying
behaviour of the consumers in favour of their profitability and operations. The major strategy
that can be implemented by the organizations is to increase their interactions with the
consumers so that they can understand their needs and desires and further they can improve
their products so that they can meet the objectives. The feedback system of the hotels need to
be improved so that they can receive the feedback of the consumers on a regular basis and
improve their services accordingly. The hotels need to design their services and offerings
according to the needs and the culture of the people where the particular organization is
located. The hotels can use the social media pages as a major tool to promote their services
and increase the customer base as well. This will ensure that the hotels can create a loyal
customer base and therefore they can further increase their profitability. The behaviour of the
consumers are influenced with the help of these strategies that are formulated by the
management of the hotels.

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DISSERTATION
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Appendix
1. What is your length of stay in your organization?
a) less than a year
b)1-2 years
c) 2-5 years
d) more than 5 years
2.Your gender?
a) Male
b) Female
3. Your age?
a) less than 25
b) 25-30
c) 31-40
d) 41 and above
4. Are you satisfied with the current digital marketing strategies in your
organization?
a) Highly satisfied
b) Satisfied
c) Indifferent

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d) Dissatisfied
e) Highly dissatisfied
Questions on social media marketing
5. How far do you agree that social interaction is an essential component of social
media marketing?
a) Strongly agree
b) Agree
c) Indifferent
d) Disagree
e) Strongly disagree
6. How far do you agree that communication media is an essential component of
social media marketing?
a) Strongly agree
b) Agree
c) Indifferent
d) Disagree
e) Strongly disagree
7. How far do you agree that quality is an essential component of social media
marketing?

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DISSERTATION
a) Strongly agree
b) Agree
c) Indifferent
d) Disagree
e) Strongly disagree
8. How far do you agree that trust is an essential component of social media
marketing?
a) Strongly agree
b) Agree
c) Indifferent
d) Disagree
e) Strongly disagree
Questions on consumer buying behaviour
9. How far do you agree that cultural factors will have an impact on the
consumer buying behaviour?
a) Strongly agree
b) Agree
c) Indifferent
d) Disagree

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DISSERTATION
e) Strongly disagree
10. How far do you agree social factors will have an impact on the consumer
buying behaviour?
a) Strongly agree
b) Agree
c) Indifferent
d) Disagree
e) Strongly disagree
11. How far do you agree personal factors will have an impact on the consumer
buying behaviour?
a) Strongly agree
b) Agree
c) Indifferent
d) Disagree
e) Strongly disagree
12. How far do you agree psychological factors will have an impact on the
consumer buying behaviour?
a) Strongly agree