A Study on the Impact of Social Media Marketing on Hilton Hotel Sales

This report proposes an investigation into the impact of social media marketing on the sales performance of Hilton Hotel. It outlines the research aim to assess this impact and sets objectives to evaluate social media marketing trends, its influence on customer awareness and decision-making, and its relationship with sales. The study poses key research questions regarding social media marketing trends in the UK hospitality sector and its impact on Hilton's revenue. The rationale emphasizes the increasing use of social media in hospitality and its potential to boost sales. A literature review explores existing research on social media marketing, covering its role in customer engagement, brand visibility, and sales generation, while also acknowledging potential negative impacts. The methodology includes a qualitative research approach, using an inductive approach and interpretivism philosophy, with data collected from primary and secondary sources, including surveys of Hilton managers and literature reviews. Thematic analysis will be used to analyze the data, and ethical considerations are addressed. A detailed timeline for the study's completion is provided, along with a comprehensive list of references.

Business Report Proposal

TABLE OF CONTENTS
Background of the study........................................................................................................3
Research aim and objectives..................................................................................................3
Research questions.................................................................................................................3
Rationale of the study.............................................................................................................3
Literature review....................................................................................................................4
Research methodology...........................................................................................................4
Timeline.................................................................................................................................5
REFERENCES...........................................................................................................................8

Topic: To assess the impact of social media marketing on the sales performance of
hospitality business units: A study on Hilton Hotel
Background of the study
In the current times, each and every sector lays high level of emphasis on
digitalization for gaining competitive edge over others. Now, companies which are operating
in retail sector focusing on using social media marketing strategy with the motive to attract
new customers. Social media marketing strategy is highly significant which in turn provides
assistance in managing customer relationship as well as enhancing existing base and thereby
maximizes sales and profit (Felix, Rauschnabel and Hinsch, 2017). For this investigation,
Hilton has been selected which in turn recognized as leading unit of the hospitality sector.
Such proposal will provide deeper insight about research tools that suits to the research
objectives.
Research aim and objectives
Aim: The aim behind conducting investigation is to investigate the impact of social
media marketing on the sales performance of Hilton Hotel
Objectives: On the basis of above aim following objectives is drafted such as:
 To assess the trend of social media marketing in the modern hospitality business era.
 To evaluate the impact of social media marketing on customer awareness and decision
making.
 To identify the relationship between social media marketing and sales performance of
Hilton.
 To recommend ways through which Hilton can enhance sales via social media.
Research questions
Referring the research aim and objectives following questions have been framed
which in turn helps in conducting study appropriately such as:
Q.1 Which kind of social media marketing trend exist in UK hospitality sector?
Q.2 Does social media marketing impacts revenue generation aspect of Hilton?
Rationale of the study
The rationale behind conducting present investigation is to identify the level to which
companies operating in hospitality sector can improve sales through the means of

digitalization. Moreover, now use of social media is increasing with the very high pace in the
hospitality sector. It is the research issue now because hotel units are placing more emphasis
on giving advertisements on social sites. Thus, concerned research will assist hospitality
business units in understanding the level to which they can increase sales using social media
tools.
Literature review
As per the views of Prasad and Saigal (2019), social media marketing may be defined
as a process or marketing strategy which is adopted by the firms for generating traffic on
websites. Under social media marketing, companies place advertisement on social sites such
as Facebook, Twitter etc. Keegan and Rowley (2017) assessed in their study that social media
marketing tool creates significant opportunities for the retailers. Such strategic framework
enables firm to enhance customer engagement, brand visibility and generate sales.
Charoensukmongkol and Sasatanun (2017) identified that social media marketing strategy
enables firm to develop awareness among the customers regarding the products or services
offered. Such marketing tool provides customers with specific information and facilitates
comparison among different brands. In this, SMM helps firm in grabbing the attention of
customers and thereby increases sales. On the contrary to this, Wang and Kim (2017) stated
that sometimes SMM adversely impacts sales revenue and profitability aspect of the business
unit. Moreover, negative comments on the uploaded images, pertaining to the brand’s
product, negatively affect the decision making aspect of others. In this way, SMM also may
result into decline in sales and profit margin. Ismail (2017) evaluated in their study that SMM
offers several benefits to the firm in terms of increasing brand awareness, enhancement of
conversion rate and improved brand loyalty. However, Dahl (2018) argued that in the case of
social media marketing, business unit has less control on the stuff which is shared by the
business unit. Kumar, Choi and Greene (2017) presented SMM as cost effective strategy
which helps in increasing customer base and thereby sales. Moreover, maintenance cost of
such strategy is less over traditional methods or techniques.
Research methodology
 Research type: In order to evaluate the influence of social media marketing practices
on the sales revenue of Hilton qualitative research type will be employed by the
scholar. Hence, emphasis will be placed on the evaluation of qualitative aspects which
in turn contributes in the attainment of research objectives.

 Research approach and philosophy: As per the selected research type, inductive
approach and interpretivism philosophy will be used by an investigator.
 Data collection: For addressing research aim and objectives data will be gathered by
the researcher from both primary and secondary sources. Thus, for the collection of
primary data survey will be conducted on the managers of Hilton via questionnaire.
Along with this, books, journals and scholarly articles pertaining to social media
marketing will be evaluated by the researcher. This in turn helps in analyzing primary
data set more effectually.
 Sampling: For survey purpose, 20 managers of Hilton will be selected by the
researcher using purposive sampling technique.
 Data analysis: Thematic perception test technique will be used by the researcher for
assessing the extent to which social media marketing has an impact on the sales of
Hilton. Thus, according to the responses several themes and graphs will be framed
according to questionnaire.
 Ethical consideration: For complying with the ethical aspects prior consent will be
taken from the managers of Hilton who selected as respondents.
Timeline
For the accomplishment of study within stipulated period following timeline has been
prepared:
Activities /
Months
1 2 3 4 5 6 7 8 9 10 11 12
Topic selection
through
assessing
market trend
Designing
proposal for the
investigation
Drafting
research aim
and objectives
Developing
brief thesis via

collection of
secondary data
Assessing
research
methods and
techniques on
the basis of
research
objectives
Designing
questionnaire
for primary data
collection
Collection of
primary data via
sending
questionnaire to
Hilton’s
manager
Arranging
gathered data
set in a highly
structured
format
Doing
discussion and
drawing
conclusion
Giving
recommendation
for future
growth and
improvement
Doing
formatting of
the report as per

academic
standards
Taking feedback
Doing
modifications
and final
submission