Impact of Social Media on Marketing Management: Savoy Hotel Study

This research proposal investigates the impact of social media on the marketing management of the Savoy Hotel, a luxury establishment in London's hospitality sector. It begins with a background on social media marketing and its role in increasing brand exposure and customer reach, particul...Read More

Research proposal

TABLE OF CONTENTS
Background.................................................................................................................................1
Rationale.....................................................................................................................................1
Aims and objectives ...................................................................................................................1
Literature review.........................................................................................................................2
Research methodology ...............................................................................................................3
REFERENCES................................................................................................................................5

Title- To study an impact of social media on the marketing management of the firm
functioning its business in hospitality industry: A study on Savoy Hotel
Background
Social media marketing refers to the type of an internet marketing that makes use of
online websites as the marketing tool. The main aim of digital marketing is producing a content
that will be shared along with the social network for helping the firm in increasing the brand
exposure and in broadening reach of the customers. The present report focuses on Savoy Hotel ,
a luxury hotel situated in city of the Westminster in the Central London, England. Furthermore,
the study throws a deeper insights towards an effect of the online media on the marketing
services of the hospitality sector firm. Moreover, it includes evaluation of the positive and the
negative effects of an online marketing in the working of the hospitality firm.
Rationale
The main reason behind choosing this research topic that, in today's competitive world
social media is seen as an important measure for the firm in enhancing the market share and the
customer base at a large platform. It had become very crucial for the company under hospitality
industry to promote their services and the products on the online platform so that it could get
connected with more and more people across the globe.
Aims and objectives
Aim- To investigate an influence of the digital marketing on the promotional activities of
the firm operating in hospitality industry: A case study on Savoy hotel
Objectives
 To analyse implications of social media in hospitality industry
 To assess positive and negative effects of an online marketing on hospitality sector
company
 To develop strategies for overcoming the challenges faced by the firm operating through
online channels
 To recommend appropriate measures relating online marketing channels
1

Literature review
In view of the Duan and et.al., (2016), it has been reflected that parameters of the social
networking possesses various implications for an hospitality industry with inclusion of the staff,
management and guests. These social websites facilitates an online platform for the rating system
that could used for generating, evaluating, monitoring reputation of the business. Generating
customers through online channels is perceived as highly credible attributed towards the
hospitality enterprise. Participation of hospitality company in the online marketing network is
been seen as cost effective medium for engagement and an interaction with the potential clients.
Making participation in such websites provides the businesses with the direct access to the active
users without any need to add additional software or the hardware.
Kim, Lim and Brymer, (2015), viewed that Social networking site is seen as easily
accessible, appealing and straightforward that enables the respondents for becoming engaged in
the unique ways. There is no doubt that many of the hotels and restaurant business entered into
the space of social network for the purpose of interacting with the customers coming up by an
innovative customised measures and a much responsive or prompt service to the customers.
Reviews of the consumers through online channels plays a major role in choosing the best hotel
and the travel agency for others people present and also for the company in analysing and
adopting the strategy that is reflected as best so that competitive edge could be achieved.
In accordance with the Choi and et.al., (2016), it has been assessed that with the rise in
number of the websites gives an opportunity in connecting with the potential customers by
looking towards the reviews. Firms in hospitality sector are seeking for making a unique online
network with the customers that allows them in creating a profile and in sharing their opinions,
stories, pictures and the feelings that in turn considered as the source of gaining competitive
advantage.
As per the Tajvidi and Karami, (2017), it is been viewed that social media contains a
significant potential in the hospitality industry. This might be specially true with regards to an
international markets where the traditional media might be impeded by the geographic or the
cultural barriers. It has also been noted that the hotels have executed an extensive marketing
efforts through the use of Facebook, Youtube, Twitter and the other kinds of the social media for
promoting their products and the services by offering a discount and the specials in order to
generate potential consumers. However, negative reviews of the customers on the social media
2

negatively affects the smooth functioning of the company as it reflects a negative image and
hampers the reputation of the firm to a great extent.
In opinion of the Song and Yoo, (2016), hotels majorly make use of YouTube for
displaying their advertisement which shows distinctiveness of the company and for introducing
the products of the company the guests. On the other hand, social media involves lot of criticism
and misuse of the videos which indicated as the negative impact and a major challenge for the
company. This is the main reason that hinders the brand image and stake of the company within
the hospitality industry.
Godey and et.al., (2016) reviewed that blogging is an another communication and the
networking tool that had become popular and due to this company had faced with several
consequences that the blogs contains both positive and the negatives effects in case if they are
not been managed in a proper way. An effective measure to overcome such negative impacts
and the challenges associated to social media is to get the benefit from the trend on careful basis
by following the comments that are been posted in relation to business.
Thus, research had proven that the hotel firms that engages their respective customers
through the use of social media tends bring more customer spending, and referrals from the
guests. On the other side, it has to be taken care that no any comment goes as unnoticed due to
each and every benefit that is been taken by the hotel rakes along with the positive feedback,
tracking and the suggestions by the consumers that it could receive an end of the unfair criticism
and the negative publicity in case it leaves an important issues that are unaddressed.
Research methodology
Research type- There are mainly two types of the research that includes qualitative &
Quantitative method. In this study, qualitative research will be used for studying the qualitative
characteristics with regards to the topic in an effective manner. It helps in analysing and
observing the participant in efficient way through conducting in depth investigation.
Research approach- It is been classified as two kinds that is inductive and the deductive
approach. With reference to this study, inductive approach will be used by the scholar which is
counted as the most suitable approach in assessing the qualitative topic that is impact of the
online media on the marketing services of the hospitality company. It helps in gathering,
analysing and in creating a pattern for the data and thereafter theorizing it from data to the
research.
3

Research philosophy- The main philosophy that the researcher could use in conducting
the study involves interpretivism and positivism theory. With respect to this study, interpretivism
philosophy will be adopted by an investigator in making the study more useful as it enables in
the integrating an interest of the human within the study and focuses on the qualitative analysis
over the quantitative analysis.
Data collection- In the research, the data are been gathered by using two sources that are
primary as well as secondary sources (Kim, Li and Brymer, 2016). In this research report, both
the sources are been used by structuring the questionnaire and the developing a literature review
through appropriate journals, articles and the books.
Data analysis- There are two methods through which data are been analysed includes
thematic analysis and SPSS. With this report, researcher will use thematic analysis techniques
where data is been assessed by creating various themes in relation to the topic so that each and
every aspect relating to effect of the digital marketing can be reported effectively and efficiently.
Sampling- The sampling under the research study is been made by the employing two
methods that is probabilistic and the non-probabilistic sampling. Under this study, the researcher
will be using simple random sampling tool where each and every individual in the entire
population is been given an equal chance of getting selected with application of the probability
theory. In this report, sample of 20 managers is been taken as the respondents for making the
study more reliable and valid.
4

REFERENCES
Books and Journals
Choi, E.K. and et.al., 2016. Social media marketing: applying the uses and gratifications theory
in the hotel industry. Journal of Hospitality Marketing & Management. 25(7). pp.771-796.
Duan, W. and et.al., 2016. Exploring the impact of social media on hotel service performance: A
sentimental analysis approach. Cornell Hospitality Quarterly. 57(3). pp.282-296.
Godey, B. and et.al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research. 69(12). pp.5833-5841.
Kim, W. G., Li, J. J. and Brymer, R. A., 2016. The impact of social media reviews on restaurant
performance: The moderating role of excellence certificate. International Journal of
Hospitality Management. 55. pp.41-51.
Kim, W. G., Lim, H. and Brymer, R. A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management. 44. pp.165-171.
Song, S. and Yoo, M., 2016. The role of social media during the pre-purchasing stage. Journal of
Hospitality and Tourism Technology. 7(1). pp.84-99.
Tajvidi, R. and Karami, A., 2017. The effect of social media on firm performance. Computers in
Human Behavior.
5