Identifying Social Media Marketing Impact on Consumer Behavior, UK

This research project investigates the impact of social media marketing on consumer behavior, focusing on the Hilton Hotel in the UK. The report begins with an introduction outlining the research aims and objectives, which are to understand the concept of social media marketing, analyze its impact on consumer behavior, determine the relationship between the two, and suggest ways to enhance positive perceptions of social media. The project selection is justified by the researcher's interest, data availability, and prior experience. A literature review provides context on social media's role in marketing, particularly within the hospitality sector. The research methodology is detailed, including the use of a positivism philosophy, a deductive approach, and a survey-based research strategy. The report also includes a Gantt chart outlining the project timeline, followed by a discussion of the research resources and methodology. Data collection methods, including questionnaires, are described, and the collected data are analyzed, presenting findings on the main purposes of internet usage, frequency of Hilton services usage, preferred booking methods, and preferred social media platforms. The analysis includes a discussion of the collected data with frequency tables and themes. Finally, the report concludes with the results and recommendations derived from the analysis.

RESEARCH PROJECT

TABLE OF CONTENTS
TASK 1............................................................................................................................................3
1.1 Introduction ...........................................................................................................................3
1.2 Research project selection.....................................................................................................4
1.3 Literature Review..................................................................................................................4
1.4 Research Project Specification..............................................................................................4
1.5 Time frame (Gantt chart).......................................................................................................6
TASK 2............................................................................................................................................7
2.1 Research resources.................................................................................................................7
2.2 Research methodology...........................................................................................................8
2.3 Discussion on collected data................................................................................................11
TASK 3..........................................................................................................................................12
3.1 Research evaluation techniques...........................................................................................12
3.2 Interpretation and data analysis...........................................................................................14
3.3 Recommendations................................................................................................................19
TASK 4..........................................................................................................................................19
4.1 Results and recommendations.............................................................................................19
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

TITLE - To identify the impact of social media marketing on consumer behavior: A study on
Hilton hotel, UK
TASK 1
1.1 Introduction
The main purpose of this study is rooming around the topic “ the various impacts of
social media marketing on the consumer behavior”. The organization which is chosen for this
research is Hotel Hilton in UK. It is basically the report which includes the various services in
hospitality sector. The social media has so many parts by which an organization can do its
marketing(Ngai and et.al., 2015). Social media marketing also makes impact on the consumer
behavior. So many organizations is providing rewards and customer loyalty schemes to attract
the customer. In this study the research methodology are explained that will be applied for the
research. Sampling will be done for deciding the target population. The data collection methods
are described on this report which are helpful to make the research valuable. Also the analysis of
collected data will be done in the context and the interpretation will be done on the basis of
various figures and charts, tables. The techniques of research evaluation are also have a brief in
it. And that can be more efficient.
Research aim and objectives
The aim decided before this research will be” To identify the impact of social media
marketing on consumer behavior: A study on Hilton hotel, 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.

1.2 Factors that contribute to research project selection
Area of interest: The topic is quite interested to the researcher so he has chosen this for study.
The area that will be covered by the researcher has so much exposure him because this topic is in
trend.
Data availability: Present research is about the customer behavior regarding the social media
marketing. The impacts of social media on the customers choice. The data has been available so
easily from the different sources of data collection.
Knowledge and experience: The researcher already have experience of these kinds of things. It
already has done researches on so many things. Basically the idea behind this research is quite
familiar to the research so he has made the selection of this research(Zenker and Jacobsen,
2015.).
1.3 Literature Review
Concept of social media: Social media is one platform on which people can interact witrh
each other. Features of social media can be used for many purpose. It can be used as the business
benefit, organization can adopt it for the marketing or their products and services. The social
media also be so easy for the customers. Most of the people are familiar to the various social
networking sites ans they have been so active on them, so organization can use it with a creative
manner so they can have more numbers of customers which leads to increase their profitability.
`The present generation in almost added with the social media as each one have
connected with the social media. Because the youth and other ages are so active on social media
so business organization can use this medium for their marketing and in modern days it is quite
effective. As we know the competition in the hospitality sector so high so organization have to
maintain their image the market and for that it is must that their marketing should be in proper
way.
The customers are always attracted to the things which seems easy and feasible to them.
They want the best services for which they are quite flexible(Goh and et.al., 2013). In past
decades the marketing was conducted with a different approach, organization used to do
traditional marketing in which they did marketing of their products and services physically like

signboard and posters were used. But now social media marketing is in trend because people
generally use this platform.
1.4 Research Project Specification
The tools and techniques which are used for the research are included in the research
methodology. Different types of research type and various methods to do the data collection are
involved in the research methodology. The questionnaire can help to make the prediction about
the mindset of people. In the current research the quantitative methodology is preferred.
 Research philosophy: Two philosophies can be adopted one is interpretivism and
another one is positivism. Interpretivism have the concept to interpret the values
and make it possible to achieve the desired aim and positivism the positive results
are highlighted by the researcher. In the positivism the scientific factors and
specific observations are taken for getting the evidences and the whole
mechanism of the theory can be explained by this. In current research the
positivism theory is used to produce a valuable outcome(Goh and et.al., 2015).
 Research approach: The different type of research can be adopted by the
researcher to get the appropriate outcome from the research. There are two types
of research, one is inductive and the other is deductive. If the researcher is using
the modern theories are concept to analyze the collected data for the research, this
is called as inductive type of research. In the deductive research the study would
be done on the basis of the various theories that are already exist. The inductive
approach is taken in the present study to analyze the behavior of the customers so
the Hotel Hilton can make strategies to make sure of it.
 Research strategies: To collect the data and know about the nature of the
research, the research strategies are so helpful. There are different types of
strategies like case studies, surveys, interviews and so on. Descriptive studies in
which data collected by the observation in done in case study. Questionnaire has
to be made in the survey and interview includes the discussion with one or more
people. This report is done on the basis of survey in which the questionnaire is
made for the data collection.

 Research design: The design of research helps the researcher to develop the
factors which can be studied for the research. There are so many types of research
design such as descriptive, exploratory, experimental etc. the current research
have descriptive design to explain such factors which are used for the study. Hotel
Hilton can make better strategies to make sure about their marketing status which
leads to get their objectives(Filieri and et.al., 2015).
 Research Type: The collected data can be analyzed on the basis of complete
study, that has impact of research type. There are two types of research such as
qualitative and quantitative. The qualitative research have the study of those
model and theories who do not supported by any mathematical calculation or
determination. In the quantitative research the data collection and figure are made
by study of factors, this method will help to reach the proper solution. The present
research is depended on the both types, various theories will help to get the idea
about the working of organization and on the other hand the quantitative method
can be helpful to reach out the customer's behavior
 Research techniques: Research techniques are used do analysis and data
collection. There are two types of techniques which can be used, one is primary
and the another one is secondary. The information which is used for the study, no
other study will have this information, is called as primary information.
Secondary information is already in use in this research so both the techniques
have same importance in any research so in current research these both kind of
information is used.
 Data Collection: The data collection has to be valuable so the researcher can
analyze it to conduct a proper research which will help to meet the aims and
objectives of the research. There are two methods to collect the data, one is
primary and another one is secondary method. The primary sources for data
collection are like questionnaire, various interviews, observation and surveys.
The secondary data can be collected from the books, journals, different articles,
the existing researches(Dessart and et.al., 2015). In the present research has been
done in both way such as the primary and secondary method.

 Sampling: The studies that took so much time can be minimized by sampling.
The scope of the study transformed from big to small in the sampling process.
There are two methods for sampling, probabilistic and non-probabilistic. The
current research will be done according to the probabilistic as the whole
evaluation will be done on 50 customers. The response of the customers will be
recorded through the questionnaire.
 Time frame: There are two types of studies one is cross sectional and
longitudinal. The cross sectional have outcome, exposure and co-founders,
representing the population. The longitudinal study have no interference in
relation with the subject. The present research has depended on the longitudinal
study.
 Ethical consideration: The information which is not supposed to access by any
other apart excepting the researcher should be placed at a secure place. The
researcher have to collect the info of such customers on which the survey is to be
done. This is how accessibility issues faced by the researcher.
1.5 Time frame (Gantt chart)
Activity 1th
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Determine
research
Topic
Literature
Review

Mapping up
research
methodology
Completing
Proposal
Prepare
questionnaire
Recording
Research and
carry out
Design
graphs for
data Analysis
Discussion
and
Conclusion
Editing and
Completing
final report

TASK 2
2.1 Research resources
For making sure about the resources of research, there are so many methods which can be
adopted. Resources to get the information about the research can be taken as survey, interview
etc. In this research survey is used as the resource to conduct this research. A questionnaire has
been made in survey, these questions are supposed to be asked to the target people.
The time constraints are so valuable for the researcher. If the researcher will manage the
time then it can ask the questions to more people, the observations can be more proper. The each
and every aspect can be considered if the researcher will do the study with the care of time. The
researcher should maintain the various factors which can make impact on its time management.
The time management is much needed for the valuable and efficient research.
The financial resources can be taken as investors, bank loans for the proper research.
The data collection can be done by two sources primary and secondary. With the proper financial
resources the data analysis can be done with more accuracy. The latest technology will be
utilized at the time of study of the various factors. The researcher can do the study appropriately
by using modern equipment if the financial resources will be enough.
The Information can be collected from two resources such as Primary sources are
survey, questionnaire, interview and secondary would be books, journals and articles. If the
researcher have relevant information about its project then the outcome will be sufficient and if
not them it can not meet with the objectives or the research.
2.2 Undertaking the proposed research investigation
This section is to undertake the projected study. The using method is based on survey that
the researcher has adopted to carry out the present investigation. The questionnaire has been for
collecting the data and the further evaluation of data will give the outcome. It is a part of primary
data collection and tends to provide a reliable set of information that is effortless to complete for
both the investigator and the study respondents.

QUESTIONNAIRE
1. Name-
2. Age-
What is the main purpose of using internet for you?
Social media networking
Educational purpose
E-mail, news or banking related work
Entertainment or surfing, etc.
How often do you refer to avail services from Hotel Hiton?
Almost daily
Weekly basis
Biweekly
Monthly
What is the most preferred medium for you to get the booking to Hotel hotel?
Online ordering
Offline by visiting there
I mostly surf on internet to discover any new offer's proposed by Hotel Hilton?
Strongly agreed
Agreed
Neutral
Disagreed
Strongly disagreed
What is the most preferred social media site that is often being used by you?
Facebook
Twitter
LinkedIn

Pinterest
2.3 Discussion on collected data
The data is collected as per the answers of target customers of that questionnaire.
Theme 1- Social media networking is referred to be the main intent of most of the respondents
behind using internet.
What is the main purpose of using internet for you? Frequency
Social media networking 20
Educational purpose 5
E-mail, news or banking related work 10
Entertainment or surfing, etc. 15
Theme 2- A majority of respondents are availing services from Hotel Hilton on weekly basis.
How often do you refer to avail services from Hotel Hiton? Frequency
Almost daily 2
Weekly basis 20
Biweekly 18
Monthly 10
Theme 3: Online booking of services is mostly preferred by almost all the respondents.
What is the most preferred medium for you to get the booking to
Hotel hotel? Frequency
Online ordering 35
Offline by visiting the hotel 15
Theme 4: A majority of the respondents are in approval of surfing internet for determining
any newly offered proposal's by Hotel Hilton

I mostly surf on internet to discover any new offer's proposed by Hotel
Hilton? Frequency
Strongly agreed 25
Agreed 15
Neutral 8
Disagreed 2
Strongly disagreed 0
Theme 5:The Facebook is preferred as the mostly used social media site.
What is the most preferred social media site that is often being used by
you? Frequency
Facebook 21
Twitter 15
LinkedIn 9
Pinterest 5
TASK 3
3.1 Research evaluation techniques
Research can be evaluated with different approaches, the evaluation of a research can be
done on the basis of various factors like the philosophy used for predicting the values and factors
for the research also the research type is also so essential because the way in the researcher have
done the study(Trainor and et.al., 2014S). The data collection methods should be evaluated to
check the significance of such data that is collected for the study. There are two way to evaluate
the research that are shown at below:
 Formative evaluation: In this evaluation techniques the format of the research checked on
the basis of the requirements of the research. The each and every factors is evaluated for
their significance. The formative evaluation will check the indexing of this research
project. The data which is collected for the study should be in correct format as per the
formative need of the research.