Hilton's Social Media Marketing: Research Project Proposal

This research project proposal examines the role of social media marketing in attracting and retaining customers within the hospitality industry, specifically focusing on Hilton Hotels. The study aims to determine the types of social media marketing channels used in the UK hospitality sector, assess Hilton's use of these channels for customer reach and retention, and investigate the challenges faced by Hilton in the absence of social media marketing. The proposal outlines the research background, aims, objectives, research questions, and rationale, highlighting the importance of social media in the current marketing landscape. The methodology section details the use of Saunders's research onion framework, employing a deductive approach, positivism philosophy, survey strategy, quantitative research choice, and a cross-sectional time horizon. Data collection will involve both primary and secondary sources, with a sample size of 30 Hilton employees. The proposal includes a literature review on social media marketing channels, their role in customer engagement, and the challenges of not using social media. A Gantt chart for work planning and references are also provided.

ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
MODULE CODE:
INTAKE/SEMESTER:
ASSESSMENT TITLE: Research Project Proposal
MODULE
LEADER/LECTURER
STUDENT ID: (London
Met)
STUDENT ID: (NCL)
STUDENT NAME:
SUBMISSION DEADLINE: 019
I declare that all material in this project is my own work except where there is clear
acknowledgement or reference to the work of others and I have complied and agreed to
the College statement on Plagiarism and Academic Integrity on the College Student
Handbook provided at Induction.
Signed: Date:
Word Count:
Project Submission Guidance:
Students should provide a completed project cover sheet with all essential details. All projects
should be submitted in electronic format via college systems on or before the submission
deadline. The e-submission system will not allow late submissions. By submitting this project and
cover sheet electronically, in whatever form, you are deemed to have made the declaration set out
above.

Research Topic/ Research Question:
1. INTRODUCTION.
Research Background: (Introduction to the research area with some background
information). Include the following:
Social media marketing is considered as the major method which is acquired by the
organisation in order to reach out to their customers and communicate organisational offerings
to them (Tuten, 2020). Social media marketing is the digital form of marketing which is
regarded as the effective method and helps the organisation to reach out to their business
objectives. Social media marketing provides the methods to the organisation in which
organisation may reach to their existing customers and attract new one so that overall
customer base can be enhanced and at the same time market image can also be developed.
The organisation taken for the current research is Hilton which is one of the prominent hotel
chain situated in global manner. The organisation is using different social media marketing
methods so that to reach out to their customers and to establish communication with their
customers. The research report is going to examine regarding intensity of social media
marketing channels used by the organisation so that to develop their business and to
communicate with larger audience.
Aims & Objectives
Aim: (What do you want to achieve and why do you want to achieve aim?)
To examine the role of social media marketing in attracting and retaining customers within
hospitality industry. A study on Hilton
Objectives: (How do you want to achieve this aim(s)). State at least three but not more than
four objectives).
I. To determine the types of social media marketing channels used within hospitality industry
of UK
II. To determine the role of social media marketing for Hilton in reaching out to customers and
retaining them

III. To investigate the challenges faced by Hilton in the absence of social media marketing in
their marketing strategy
Research Questions: (The breakdown of the research topic for some specific questions- it is
easier to convert the objectives into questions- only required for if you are conducting a
qualitative research study.
i. What are the types of social media marketing channels used within hospitality industry of
UK?
ii. What is the role of social media marketing for Hilton in reaching out to customers and
retaining them?
iii. What are the challenges faced by Hilton in the absence of social media marketing in their
marketing strategy?
Research Hypotheses: These may be only required if you are conducting a quantitative
research study
H0 (Null hypothesis):
H1 (Alternative hypothesis):
Research Rationale: (Justification of the proposed study and potential benefits). The
following questions will help you).
The main rational behind managing the research is to develop understanding on the topic of
social media marketing and its role in developing business functions. This has been analysed
that in current time social media marketing is proven to be one of the prominent method used
by the organisation as people are active on the social media channels. This report will provide
insight in terms of social media and its role for the organisation in terms of attracting and
retaining customers (Kayumovich and Kamalovna, 2019). On the other hand, the research is
aimed at satisfying dual perspective within researcher such as personal and professional. For
personal perspective the current research will assist the investigator in developing different
skills sets such as analytical skills, communication skills, research skills and many others.
Whereas in terms of professional skills the current research will develop skills for the
researcher in which they can manage their future researches in perfect manner.
Scope of Research Study:
In the current research quantitative methods will be used in which statistical information will
be collected (Shawky and et. al., 2019). This has been examined that in qualitative research
scope of the research is vast as in-depth information can be gathered so that the scope for the
current research will be limited as only from a few respondents information will be collected.
2. LITERATURE REVIEW:
The literature should have an introduction, main body that is organised in relevant themes; and
a conclusion
Introduction
Literature review is considered as one of the major chapter within research as this is associated
with gathering of secondary information related with the research topic so that accurate

information can be collected and research can be executed.
Main body
What are the types of social media marketing channels used within hospitality industry
of UK?
According to Parsons and Lepkowska-White, (2018), there are various social media platforms
that can be used by hospitality industry so that to reach out to their customers and to acquire
success into the market. The major platforms are Facebook, LinkedIn, YouTube, Twitter.
Using Facebook and YouTube customers interactions can be made so that in real time
customers may get to know regarding quality services given by the organisation.
What is the role of social media marketing for Hilton in reaching out to customers and
retaining them?
According to Bilgin, (2018), the role of social media marketing is to connect with existing and
potential customers so that business offerings can be communicated to the customers and at
the same time overall market visibility can be enhanced. With the help of social media
marketing the company may take feedback from their customers so that area of improvement
can be analysed and at the same time their needs can be catered in better way. Social media
marketing is helpful in boost market visibility so that potential customers can be attracted and
brand loyalty into the market can be enhanced.
What are the challenges faced by Hilton in the absence of social media marketing in their
marketing strategy?
According to Appel and et. al., (2020), in the absence of social media marketing there are
several challenges that would be faced by the organisation. In this the organisation will not be
able to communicate with heir customers in real time. On the other hand, this will not be
possible to take accurate feedbacks from the customers so that customer's needs will not be
understood. Social media marketing helps the organisation that to catch larger audience so in
this manner in the context of absence of social media marketing only limited customers can be
acquired by the organisation.
Conclusion
From the above literature review this can be summarised that social media marketing is
considered as one of the marketing strategy that can be used by the organisation so that to
manage their working and to reach out to larger number of customers

METHODOLOGY
Use Saunders’s research onion framework to develop an effective academic research
methodology
Research methodology is the section which is related with using such methods to collect data
and to align the research with the topic (Niknejad, Hussin and Amiri, 2019). In the current
research Saunders's research onion framework will be used which is elaborated as under:
Research approach: Research approach is considered as the procedure which is utilised
within the research for the purpose of managing the research with research objectives. There
are two types of research approaches such as inductive and deductive (Fryer, Larson-Hall and
Stewart, 2018). In the current research deductive research approach would be utilised by the
researcher so that to frame accurate results.
Research philosophy: Research philosophy is that conviction within research which would be
helpful in acquiring predicted results within research. Research philosophy is divided into two
types such as interpretivism and positivism. For the current research the researcher will use
positivism research philosophy so that easy analysis can be made.
Research strategy: Research strategy is considered as the plan to plan terminology which
guide the researcher to gather data in right direction (Dźwigoł and Dźwigoł-Barosz, 2018).
There are different types of research strategies that can be used by the researcher within
research such as survey, case study, grounded theory and many others. For the current
research the researcher will select survey as research strategy so that opinion of third part can
be added in the research.
Research choice: Research choice is considered as the procedure in which according to the
need of research methods are decided. Research choice can be divided into two types such as
quantitative and qualitative. For the current research, the researcher will use quantitative
research choice so that statistical information can be used in the research.
Data collection: Data collection is considered as the method which is used by the researcher
so that to acquire information related with research topic. Data collection is divided into two
types such as primary and secondary. In the current research, the researcher will use both the
methods of data collection so that to acquire needed information. For primary information,
questionnaire will be used and for secondary methods books and journals will be used.
Time horizon: Time horizon is considered as the time given by the researcher so that to finish
the research. There are two types of time-horizon such as cross-sectional and longitudinal. In
the current research cross-sectional time horizon will be followed so that to acquire accurate

results and to execute different activities simultaneously.
Sampling: Sampling is the method which is used in order to acquire small samples out of
whole population (Dzwigol, 2020). There are two types of sampling such as probabilistic and
non-probabilistic. In the current research probabilistic sampling will be used so that equal
chances of selection can be given to each population member. In the research sample size is
taken as 30 which are employees of Hilton.
CONCLUSION
From the above analysis this can be concluded that social media marketing is considered as
one of the major tool which is used by the business in their marketing strategy for the major
purpose of attracting and retaining customers. Social media marketing is proven to be one of
the impactful method which helps the business to communicate with their customers and
manage their needs.
WORK PLANNING
(Gantt Chart, PERT Chart). Presentation of the actual Chart
Gantt chart:
Gantt chart is considered as the project management tool which is used within research for the
purpose of avoiding delays. Under Gantt chart starting and ending point of each activity is
mentioned so that this would be easier for the research to manage the research within given
time. Gantt chart for the current research is mentioned below:

REFRENCES AND BIBLIOGRAPHY
Appel and et. al., 2020. The future of social media in marketing. Journal of the Academy of
Marketing Science, 48(1), pp.79-95.
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & management studies: an international
journal, 6(1), pp.128-148.
Dźwigoł, H. and Dźwigoł-Barosz, M., 2018. Scientific research methodology in
management sciences. Financial and credit activity problems of theory and
practice, 2(25), pp.424-437.
Dzwigol, H., 2020. Innovation in marketing research: quantitative and qualitative analysis.
Fryer, L.K., Larson-Hall, J. and Stewart, J., 2018. Quantitative methodology. In The
Palgrave handbook of applied linguistics research methodology (pp. 55-77).
Palgrave Macmillan, London.
Kayumovich, K.O. and Kamalovna, S.F., 2019. Social media-marketing-a forceful tool for
tourism industry. European science, (7 (49)), pp.41-43.

Niknejad, N., Hussin, A.R.C. and Amiri, I.S., 2019. Quantitative Research Methodology for
Service-Oriented Architecture (SOA) Adoption in Organizations. In The Impact of
Service Oriented Architecture Adoption on Organizations (pp. 43-51). Springer,
Cham.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce, 17(2), pp.81-95.
Shawky and et. al., 2019. Using social media to create engagement: A social marketing
review. Journal of Social Marketing.
Sileyew, K.J., 2019. Research design and methodology. In Cyberspace (pp. 1-12). Rijeka:
IntechOpen.
Tuten, T.L., 2020. Social media marketing. Sage.
Lecturer:
(Niknejad, Hussin and Amiri, 2019)