The Impact of Social Media Marketing on Hilton Hotel Performance

This dissertation investigates the impact of social media marketing on the business performance of Hilton Hotel. It begins with an introduction that outlines the research title, background, aim, objectives, and significance, followed by a literature review establishing the theoretical framework. The research employs an explanatory design with an inductive approach and positivism philosophy, utilizing both qualitative and quantitative strategies. Data collection involves questionnaires distributed to Hilton Hotel employees and secondary sources like books and journals. The study aims to analyze the tools of social media used, the importance of social media marketing, and its impact on customer behavior, ultimately providing recommendations for improving marketing techniques. The dissertation is structured to guide the reader through the introduction, literature review, research methodologies, data analysis and findings, and conclusions and recommendations. The research framework includes research design, approach, philosophy, strategy, data collection methods, sampling techniques, and data analysis, providing a comprehensive analysis of social media's impact on the hotel's performance.

Dissertation

ACKNOWLEDGMENT
I would like to thank my teachers and mentors to guide me appropriately in the following
dissertation. I would like to express my gratitude towards my friends, family and supporters for
providing me direction towards accomplishment of goals and objectives of dissertation. With the
help of their guidance and mentoring I was able to accomplish the aim of research study and
completed my dissertation timely.

Abstract
The following dissertation is about analysing the impact of social media marketing on the
business performance of Hilton Hotel. In today's era, social media is blooming all over the
world. It helps in connecting people who are living different areas, states or country easily and
efficiently. In the following dissertation, researcher uses precise research methodology to
accomplish the aims and objectives of research study. In order to achieve the purpose of
research, the researcher uses explanatory research design. The researcher uses inductive
research approach. Further in this research study, researcher utilises positivism research
philosophy. In the present dissertation, the researcher will use both the qualitative and
quantitative strategy. Data has been collected from two sources which are primary and secondary
sources. From primary source, questionnaire method has been used and from secondary books,
journals, internet, magazine and articles has been. The questionnaire has been provided to the
employees and managers of Hilton Hotel. Majority of organisations incorporating in United
Kingdom uses social media as tool for marketing. A sample of 50 employees has been taken in
order to analyse the data. Hilton Hotel of UK also uses social media as a tool for marketing as
per the analysis. It helps them to promote their services to the larger audience and assist in
increasing the profitability of the organisation. Social media marketing positively impacts on te
sales performance and customer base at Hilton Hotel.

CHAPTER 1: INTRODUCTION
1.1 Title
“ To analyse the impact of social media marketing on business performance: A case study of
Hilton Hotel”.
1.2 Introduction
Marketing is the essential and important part of the organisation. It is the sources through
which business organisations promote their goods and services efficiently. There are various
methods and techniques which are used by marketing management of organisations in order to
deliver the information about the products and services to the customers (Hudson and et.al.,
2016). In today's era, the technological advancements are taking place rapidly which changing
the perception of marketing department of business organisations. From traditional modes of
marketing, the management of organisations are shifting towards digital methods. In this context,
the following dissertation will aid in analysing the impact of social media marketing on the
business performance of Hilton Hotel. The Hilton Hotel is one of the renowned and elegant hotel
operating its business operations in United Kingdom.
The management of Hilton Hotel shifted from using traditional marketing approach and
started using digital marketing methods (Pritchard and Howard, 2015). In this way, this
organisation is appropriate for conducting the research study on impact of social media
marketing on business organisation. Social media marketing is form of digital marketing method
through which business organisation promotes their goods and services on social media platform.
These platforms include various social media websites like Facebook, Instagram, Twitter,
Google+, etc. These are cheap and effective sources of marketing and management can deliver
information about their products and services to the large number of people (Olof Lagrosen and
Grundén, 2014). This will aid in increasing the productivity and profitability of the organisation.
In this manner, the researcher will formulate the precise structure of dissertation that will help
the end users to comprehend the concepts efficiently. Further, critical analysis of literature will
be made and on the basis of it appropriate recommendations and suggestions will be provided by
the researcher.
1.3 Background of research
In today's era, social media is blooming all over the world. It helps in connecting people
who are living different areas, states or country easily and efficiently (Whiting and Williams,
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2013). Further, social media is also considered as boon for business organisations. They can
advertise, promote and deliver appropriate information about the products and services they
manufactured or produced precisely. In this concern, the researcher aim to analyse impact of
social media marketing on Hilton Hotel of United Kingdom. The hotel has made effective use of
social media marketing. Before June 2009, the Hilton Hotel depends completely on traditional
approach of marketing (Pritchard and Howard, 2015). Due to increase in the competition and
decreasing customer base, the management of hotel developed new and better ways to promote
their services. This gives birth to the social media marketing strategies. It results to be better and
organisation able to increase the customer base efficiently. In this way, appropriate research
approach and methodologies will be used by the researcher in order to accomplish the aim and
objectives of dissertation.
1.4 Rationale of Study
The motive of research study is to analyse the impact of social media marketing on the
growth and development of Hilton Hotel of UK. How social media and digital marketing
techniques outshine the traditional marketing methodologies will be analysed in this dissertation.
In this context, the researcher will investigate the organisation efficiently and gather the adequate
information in appropriate manner. Hilton Hotel sales has been influenced greatly after
implementation of social media marketing. Thus, researcher will analyse the impact of social
media marketing. After analysing the information, the researcher will provide the best
recommendations that will guide the management of Hilton Hotel to overcome their weaknesses
and improve their marketing techniques efficiently.
1.5 Who will it help?
The outcome of research study will help the management of Hilton Hotel as they will
able to understand the importance of social media marketing and can implement measures to
improve their existing marketing techniques. Further, the research study will provide an
opportunity to the researcher as he or she can get to know about Hilton Hotel and it's marketing
practices. This will enhance the knowledge and skills of researcher efficiently. The research
study will assist the end users by educating them about the marketing management of Hilton
Hotel.
1.6 Aim and objectives
Aim
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“To analyse the impact of social media advertising on customer behaviour at Hilton hotel”
Objectives
With the given aim, the following are the objectives prepared for the present study:
 To analyse the tools of social media utilised by Hilton Hotel.
 To examine the improtance of social media marketing done at Hilton Hotel.
 To analyse the impact of social media advertising on customer behaviour.
1.7 Research Questions
Research questions are essential part of dissertation. In this context below are the
research questions formulated by researcher:
1. What are the social media advertising tools used by Hilton hotel?
2. What is the importance of social media advertising in Hilton Hotel?
3. What is the impact of social media advertising on customer attitude?
4. What are the methods thorough which Hilton Hotel can improve the social media
marketing and promotion techniques?
1.8 Structure of Dissertation
In order to conduct the dissertation in appropriate and efficient manner, it is very
important and essential for the researcher to construct a precise structure. In this part, the
structure of dissertation will be describe by the researcher. The structure of dissertation is listed
below: Chapter 1: Introduction- This is the first chapter of dissertation where researcher
provides brief overview of the research title, background, purpose, aim, objectives and
significance of research study. It is very important chapter of the dissertation as
introduction provides pathway to users and they can comprehend the motive of research
study efficiently. Chapter 2: Literature Review- This chapter demonstrates that researcher will conduct the
research by analysing and critiquing articles jotted by senior researcher and authors.
Researcher will present these ideas in a systematic, well-structured and logical sequence.
The aim of literature review is to establish theoretical framework for subject area. Chapter 3: Research Methodologies- This is the third chapter of dissertation in which
the researcher demonstrate the approach and methodologies used by him/her in order to
carry out the research project effectively and efficiently. Research methodologies
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chapters presents the research approach, philosophy, design, strategy, data collection,
sampling, analysis of data, limitations and ethical considerations. Chapter 4: Data Analysis and Findings- In the fourth chapter of dissertation, the
researcher converts the collected data into meaningful information by using various
approaches and techniques. The overarching aim is to identify significant patterns and
trends in the data and display these findings meaningfully.
 Chapter 5: Conclusion and Recommendations- This is fifth and last chapter of
dissertation in which researcher provides a brief synopsis of the research study and topic.
After analysing the issues, researcher provides efficient recommendations so that end
user can improve effectively.
1.9 Framework and Analysis
This part will demonstrate the research framework which will be implemented by
researcher. In order to accomplish aim and objectives of research, it is very essential for
researcher to construct framework of research efficiently. In this aspect, research framework for
present study is described below: Research Design: In order to achieve the purpose of research, the researcher will use
explanatory research design (Wach, 2014). The design will help in explaining the impact
of social media marketing on performance of Hilton Hotel. Research Approach: In the following dissertation, the researcher will use inductive
research approach. This approach will aid in formulating and analysing theories emerging
from data. This will further lead to identification of impact of social media marketing on
behaviour of customers of Hilton Hotel. Research Philosophy: In the following research study, researcher aims to use positivism
research philosophy. The positivism philosophy is highly structured and effective and
researcher will able to accomplish the aims and objectives of the dissertation efficiently
(Wan, Liu and Tong, 2014). Research Strategy: In the present dissertation, the researcher will use both the qualitative
and quantitative strategy. In this manner, he/she will able to accomplish the aim and
objective of the research project effectively and efficiently. Data Collection: Data collection is process of gathering relevant data for conducting
research project. Data can be collected from two sources which are primary and
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secondary sources (Sessler and Imrey, 2015). In the following dissertation, the researcher
will collect data from both the sources. From primary source, questionnaire method will
be use and from secondary books, journals, internet, magazine and articles will be use.
The questionnaire will be provided to the employees of Hilton Hotel. Sampling: Sampling is the process of taking small proportionate of data from large pool
(Lyon, Mšllering and Saunders, 2015). In this dissertation, the researcher will use random
sampling method and take 50 questionnaires as a sample.
 Data Analysis: Data analysis is the process of interpreting and synthesising the collected
data into meaningful information (Saunders, Lewis and Thornhill, 2015). In the following
dissertation research analysis will be done by using thematic analysis. In this researcher
will construct themes of questionnaire and interpret the data into meaningful information.
1.10 Significance of research
The research study will provide benefits to the hospitality industry incorporating in
United Kingdom as they will able to understand the importance of social media marketing.
Further, the research will be helpful to the academicians who are or will preparing for masters
courses, in developing deeper understanding regarding the importance of social media
advertising in hospitality industry. Thus, in this way the research study will also provide the
benefits to the management of Hilton Hotel as they can further improve their marketing
techniques in order to maximise the customer base and promulgates their profitability.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The aim of literature review is to establish the theoretical framework which is related
with the title of research project. In this chapter, the researcher will analyse reviews of senior
authors, researchers and scholars so that the theoretical framework can be constructed. Social
media marketing is the approach of marketing where the marketers promote the products and
services manufactured by them on social media platforms. In this context, literature review will
help in understanding the concept of marketing and aid in analysing the impact of social media
marketing on the performance of business and behaviour of customers.
2.2 Social media marketing tool
Marketing is the process of promoting, advertising and commercialising the products and
services produced and manufactured by business organisations. It very important and essential
process as without marketing no organisation will able to deliver the information about the
products and service to the customers. According to Nations (2017) social media can be divided
into two parts which are social and media. Social refers to interacting with other people by
exchanging information from each other. Media refers to the mode of communications like
internet, (while television and other devices are traditional media). Thus, Social media are web-
based communication tools that enable people to interact with each other by both sharing and
consuming information.
Tuten and Solomon, (2017) enunciate that internet not only helps people to communicate
with each other, but also assist business organisations to promote and deliver information about
the products and services they manufactured efficiently. Social media marketing is currently
trending in business organisations as it is efficient and effective mode of providing information
to the customers. Many large and small organisations change there perception of marketing and
shifted from traditional marketing methods to digital marketing methods. Armstrong and et.al.,
(2015) sheds light on it and said that in the current era of dynamism management of business
organisations are using various methods and technologies in order to promote and advertise
about their products and services efficiently. Social media marketing tool is used by small,
medium and large organisations in order to increase their productivity and profitability. In this
context Ashley and Tuten, (2015) argues that social media marketing is changing the perception
of marketing. As compared to traditional methods of marketing, digital marketing methods are
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more effective and appropriate that aid in saving time and cost of organisation. As majority of
population in the world have access to popular social media websites like Facebook, Yahoo,
Twitter, YouTube, etc. it becomes easy for the management of business organisations to promote
about the goods and services on social media platforms. Kumar and et.al., (2013) said that social
media marketing helps in promulgating the customer base and maximising the profits of the
organisation. Different industries like retail, hospitality, healthcare, etc. considers social media as
an efficient and precise platform on which they can share information to large amount of people
on one single click. Chang, Yu and Lu, (2015) argues on this and comments that social media
platform is efficient but it has many drawbacks associated with it. Users can comment anything
they want on social media platform. They can damage the reputation and goodwill of
organisations by misguiding other users. Further, it takes a lot more efforts to maintain the
presence on social media websites.
According to Vinerean and et.al., (2013)excessive use of social media marketing can
degrade the overall reputation of the organisation. Thus, social media marketing helps in
promulgating the productivity and profitability of the organisation and also impacts on customer
behaviour and attitude. Marketing is very essential and important element of organisations. It
helps them to share the information about their products and services to the range of customers.
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Illustration 1: Social Media Marketing
(Source: Social Media Marketing, 2017)

As per Schulze, Schöler and Skiera, (2015) due to development in field of technologies,
marketing management of business organisations formulate certain strategies that helps them to
promote their goods and services online through digital marketing and social media marketing.
Thus, business organisations improve their business performance and increases their customer
base by using social media as a marketing tool. Thus, this implies that social media marketing
helps these organisations to move forward on the path of growth and development. There are
many social media platforms like Facebook, YouTube, Instagram, etc. on which the
organisations can promote their products effectively and efficiently. For example, YouTube
allows organisation to posts advertisement about their products and viewers of YouTube will
able to get information about the particular products and services of specific organisation
effectively and efficiently. According to Hays, Page and Buhalis, (2013) in today's era, the
technological advancements are taking place rapidly which changing the perception of marketing
department of business organisations. From traditional modes of marketing, the management of
organisations are shifting towards digital methods. Social media marketing is form of digital
marketing method through which business organisation promotes their goods and services on
social media platform. These platforms include various social media websites like Facebook,
Instagram, Twitter, Google+, etc. These are cheap and effective sources of marketing and
management can deliver information about their products and services to the large number of
people.
2.3 Importance of social media marketing
Social media became essential part of an individual life. According to estimates, the
umber of worldwide social media users reached 1.96 billion and is expected to grow to 2.5
billion by 2018 (Number of social media users worldwide from 2010 to 2021 (in billions), 2017).
This implies that a huge portion of worldwide population uses social media in their day to day
life. According to Zhu and Chen, (2015) social media marketing is very important for business
organisations. It helps them to promulgate their profitability and productivity effectively and
efficiently. Social media marketing are associated with various advantages and benefits. It helps
in promotion of goods and services to the large audiences. As per, Luo and Zhang, (2013)
majority of people uses social media daily. It provides enormous opportunities to the business
organisation as they can share the important information on social media easily and effectively.
It further helps in saving their time, cost and efforts.
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