Social Media Marketing Impact on Consumer Behavior: Hilton Hotels UK

This report aims to identify the impacts of social media marketing on consumer behavior, specifically focusing on Hilton Hotels in the UK. The objectives include understanding social media marketing, analyzing its impact on consumer behavior, and determining the relationship between the two. The research identifies that social media networking is a primary reason for internet use among respondents, with many availing services from Hotel Hilton weekly and preferring online booking. Facebook is the preferred social media site. The report recommends that companies develop effective marketing strategies to increase profits and customer satisfaction through social media marketing. The conclusion highlights that social media marketing positively influences customer choices and that organizations can attract more customers by meeting their demands. The management should focus on strategies for customer satisfaction, and evaluation techniques have assessed the research as per the required factors.

Research Project

Aims and Objectives
Aim:The aim decided before this research will be” To identify the
Impacts of social media marketing on consumer behavior: A study
on Hilton Hotels in UK”.
Objectives:
 To understand the concept of social media marketing.
 To analyze the impact of social media marketing on consumer
behavior.
 To determine the relationship between social media marketing
and consumer behavior.
 To suggest ways that can help in making people positive for
social media.

Theme 1- Social media networking is referred to be the
main intent of most of the respondents behind using
internet.
1
2
3
4
0 2 4 6 8 10 12 14 16 18 20
20
5
10
15
Social media networking is referred to be the main intent of most of the respondents behind using internet.
Column A

Theme 2- A majority of respondents are availing services from Hotel
Hilton on weekly basis.
1
2
3
4
0 2 4 6 8 10 12 14 16 18 20
2
20
18
10
A majority of respondents are availing services from Hotel Hilton on weekly basis.
Column A

Theme 3: Online booking of services is mostly preferred by almost
all the respondents.
35
15
Online booking of services is mostly preferred by almost all the respondents.
1
2

Theme 4: A majority of the respondents are in approval of surfing
internet for determining any newly offered proposal's by Hotel Hilton.
1
2
3
4
5
0 5 10 15 20 25
25
15
8
2
0
A majority of the respondents are in approval of surfing internet for determining any
newly offered proposal's by Hotel Hilton
Column A

Theme 5:The Facebook is preferred as the mostly used social media
site.
21
15
9
5
The Facebook is preferred as the mostly used social media site.
1
2
3
4

Recommendation
 The each company should make their marketing
strategies for making more profit in their business.
The Hotel Hilton have made their customers satisfied
by using the effective social media marketing.
 The social media marketing should have each thing
that can attract the customers in the market. Big
number of customers of have positive impact on their
choice.

Conclusion
 This report have concluded that social media marketing have
made a positive impact on the customers choice, they have
influenced with the organizations as their demands are being
fulfilled by the Hotel Hilton.
 From the interpretation of the collected data the researcher
have identified the mindset of the people and also the
organization can made more attractive products and services to
reach the maximum number of customers in their Hotel.
 The management should have more strategies for their
customer satisfaction. The evaluation techniques have
evaluated the research as per the required factors.

References
Ngai, E. W. and et.al., 2015. Social media research: Theories, constructs, and conceptual
frameworks. International Journal of Information Management. 35(1). pp. 33-44.
Zenker, S. and Jacobsen, B. P., 2015. Mikael Andéhn earned his Ph. D. from Stockholm
University and is currently employed as a lecturer at the Stockholm Business School.
He has a background in psychology and sociology with a research interests that span
consumer behavior, place marketing, and brands. Inter-Regional Place Branding. p.
175.
Goh, K. Y. and et.al., 2013. Social media brand community and consumer behavior:
Quantifying the relative impact of user-and marketer-generated content. Information
Systems Research. 24(1). pp. 88-107.