Identifying Social Media's Role in The Ned Hotel's Marketing

This research project investigates the role of social media in the marketing of services and fostering long-term relationships with consumers, using The Ned Hotel as a case study. The introduction outlines the research's overview, background, rationale, aims, objectives, and research questions, along with a Gantt chart for project management. Chapter 2 provides a literature review, exploring the concept of social media, its importance for The Ned Hotel, and its role in building consumer relationships. Chapter 3 details the research methodology, including research philosophy, approach, time horizon, design, and methods, along with data sources. The project employs a positivist philosophy and inductive approach, using a cross-sectional time horizon and an exploratory research design with qualitative methods. The report examines the use of social media platforms like Facebook, Instagram, and LinkedIn for reputation management, marketing, and recruitment within the hotel industry. The research aims to identify the impact of social media on marketing efforts and customer engagement for The Ned Hotel, ultimately contributing to the enhancement of brand awareness and consumer loyalty. The project emphasizes the significance of social media in understanding market trends, personalizing offers, and fostering lasting customer connections.

Research Project

Table of Contents
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Overview of research..............................................................................................................1
Background of research..........................................................................................................1
Rationale of research..............................................................................................................2
Research aim..........................................................................................................................2
Research Objectives...............................................................................................................2
Research questions.................................................................................................................2
Gantt Chart.............................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
Concept of social media.........................................................................................................4
Importance of social media marketing for Ned Hotel............................................................4
Role of social media in formulating long term relations with consumers..............................5
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................7
Chapter 4: Data Findings, Analysis and Discussion .....................................................................10
Chapter 5: Conclusion, Recommendations and anticipated Limitations.......................................20
Conclusion............................................................................................................................20
Recommendations................................................................................................................20
Anticipated limitations.........................................................................................................20
REFERENCES..............................................................................................................................21
.......................................................................................................................................................22

TOPIC:
“To identify the role of social media in marketing of services and making long term
relations with consumers.” A study on The Ned Hotel.
INTRODUCTION
Research is the process through which in- depth knowledge about topic can be gained
with proper in- depth investigation. There are different activities which has to be followed by
investigator, such as introducing, planning for resources, etc. this can be planned through project
specification document. This is the document which provides complete information about
different activities conducted for completing investigation. So it is easy to complete study on
time and with achieving aims and objectives (Alwagait, Shahzad and Alim, 2015).
Overview of research
In this investigation, there is discussion about role of social media in market and making
long term relations with consumers. These days there is more trend of using social media
platform through which consumers is able to have knowledge about latest trends. Hence
organisations also works to enhance business in better and effective manner. Social media
platform is effective for interacting with consumers and making policies as per their preferences.
This research is based on he Ned Hotel situated in London, UK. There are 250 bedrooms, ten
restaurants and different services for grooming men and women.
Background of research
In hotel sector, there are many organisations which are working in industry such as Hotel
Hilton, Berkeley hotel, Crowne Plaza, etc. So it is important to communicate with workers
regarding use of social media techniques for operating in better and effective manner. With
social media techniques, it is easy for mangers of Hotel Ned to take feedback from consumers
and then perform business activities as per external market. When consumer gets appropriate
services, they they are ready to avail services from Hotel Ned and this gives positive impact on
growth and development. With taking feedbacks from consumers brand image of Hotel ned can
be evaluated. At social media platform there are rating in hotel industry, so this enhance brand
awareness among people (Amedie, 2015).
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Rationale of research
Rationale behind conduct research on social media is because this is relevant topic in
industry and it is easy to understand changes in marketing activities due to these sources. This
topic is interesting and innovative so people ready to provide their view. If researcher wants to
expand their business at international level, then social media marketing is easy form of
marketing through which consumer base can be enhanced. This topic is interesting from personal
view of researcher as well, so this study will be conducted in more effective manner. In hotel
sector, there is much competition, so hospitality sector organisation is selected.
Research aim
“To identify the role of social media in marketing of services and making long term
relations with consumers.” A study on The Ned Hotel.
Research Objectives
 To understand the concept of social media.
 To identify the importance of social media marketing for Ned Hotel.
 To ascertain the role of social media in formulating long term relations with consumers.
Research questions
 Do you have knowledge about concept of social media.
 What is the importance of social media marketing for Ned Hotel?
 What is the role of social media in formulating long term relations with consumers?
Gantt Chart
Gantt chart is the graphical representation in the form of bar chart providing information
about range of completing investigation. This is the research technique developed by Henry
Gantt who gives information through understanding relationship between different activities of
investigation. There is vertical and horizontal representation through which start and end date of
research activities can be known, project milestones can be understood, task assigned to each
individual is clear. Hence there is completion of investigation in better and relevant amner
achieving aims and objectives (Coelho, Oliveira and Almeida, 2016).
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CHAPTER 2: LITERATURE REVIEW
Literature review is the section in research under which information is collected through
online sources for getting overall view about research topic and objectives. This section is crucial
because this makes base of recommendations and conclusions for researcher, hence information
under this section is collected from authentic and dated sources.
Concept of social media
Social media is the technique for collecting information through online channels in order
to share information, contact with one another (Cook, 2017). Social media is the platform of web
based communication through which individuals can contact to one another. There is use of
different forums, blogs, social networks, etc. through which information is communicated to
internal as well as external parties of Ned Hotel. There are different social media examples such
as Facebook, Instagram, Pinterest, Twitter, Google +, etc. As per view of MATTHEW
HUDSON (2019) Social media have various features such as personal user accounts, profile
pages, friends, followings, etc. In current market, there is sue of different social media tolls for
knowing external market. Managers of Hotel Ned can use this technique for communicating with
consumers. With the help of social media techniques, managers of Ned Hotel can perform
actions as per change in terns. Social media techniques assist makes easy for marketing by sitting
at one place. These days people of all most all age is using social media techniques for
interacting with one another and collecting information abut different brands in industry.
Importance of social media marketing for Ned Hotel
Social media is important for Ned Hotel because it assist in communicating with
consumers and providing them knowledge about new product and services. Social media
technology is important for hotel to remain in contact with different parties and acquiring
knowledge about it. Marketing activities can be completed by sitting at one place. There are
Facebook Page through which consumers can know about new services. According to Corey
Morris (2019) there are some importance of social media marketing which are discussed as
under-
Reputation management- There is proper management in brand image of Hotel Ned
because there is rating at social media sites under which consumers are able to understand about
rating of services. When consumer avail services from consumers, then they share experience on
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Facebook page, Instagram account by tagging Hotel Ned. So with the help of social media
techniques there is management of brand image which assist in improving consumer base.
Easy in marketing- With the help of social media technique, marketing can be done in
better and effective manner because of change in working style of managers. There are paid
promotions through Facebook, Instagram, etc. which communicates consumers about new
products, discount offers, etc. Hence it is easy to market and interact with consumers to know
their demands and preferences (Cookingham and Ryan, 2015).
Recruitment- Linkedin is one of the best recruitment and selection of application through
which Hotel Ned can get best candidate selected for the post. This provides crowd of candidates
and there are more options through which best candidate can be selected. With social media
technology candidates from world wide can apply for specific designation.
Role of social media in formulating long term relations with consumers
According to Victoria Schmid (2019) Social media play important role in formulating
the long term relationship with its customers. This social media is an best way keep the
customers happy. In this there are various role play by media in order retain its customers for
long. Role of social media is mentioned below:
Look for emerging trend:
In this the best part of social media is people are free to talk about virtually anything that
they want. In order to retain the customer for long that it is very helpful for Hotel Ned. This is
effective for Hotel Ned to to find out what kind of problem they are facing by looking at the
trend in the communities. If Hotel Ned keep there focus on the trends then they can develop
services which widen the customers experience by offering something new top them. It is hard
for the customer to retain for long if there is no changed in providing services. This social media
allow Hotel Ned for look out the trend which is going on in market. This is effective in identify
gaps which is based on consumers needs and for developing new product.
Improve personalized offers:
This social media allow Hotel Ned provide offers to current customer personalized offer
which is based on their past purchase. Hotel Ned can involve two method where they can offer
the personalized discount (Fardouly and et. al., 2015). The first method include using re targeting
pixels or browser cookies to offer the services which they are looking for previously on
organization's site. If they are new customer then give discount to them to encourage them to
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purchase. Hotel Ned can use the messaging system on social media such as twitter, Facebook
and Instagram.
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CHAPTER 3 RESEARCH METHODOLOGY
Research methodology is the section under which different tools and techniques are
discussed. This provides complete information about research techniques which makes
investigation authentic, researcher is able to have knowledge about technique which is used and
justification behind it. Research Onion is the framework which covers all the different strategies
and other elements required to make study relevant. Some techniques are as under-
Research philosophy: Research philosophy is the set of belief and other concern
techniques which are important and relevant in context of understanding aspects related to
research topic. There are three types of research philosophies such as pragmatist, positivist,
interpretivist. In this investigation, there is use of positivist philosophy is used. This is the
technique which is important for knowing strategies through which solution of problem is
effective (Godey and et. al., 2016).
Research Approach: Research approach is the framework through which investigation is
done in appropriate and appropriate manner. There are two types of research approach: deductive
and inductive approaches. In this investigation inductive approach is used. This technique focus
on small aspects related to research topic and then major decisions related to it. Hence this is
relevant method for conducting investigation.
Time Horizon: Time horizon is the time frame which is required to complete this
investigation. There are two types of time horizon i.e. cross sectional and longitudinal. In this
investigation, cross sectional technique because under this there is pre- determination of time
required to complete different investigation activities.
Research design: There is specific design under which research is conducted in
sequential and systematic manner. There are three types of research design i.e. exploratory,
experimental, descriptive manner. This investigation is done in exploratory manner because it
focus on identifying new opportunities for organisational growth through use of social media.
Research methods: There are two methods to conduct research i.e. qualitative and
quantitative. In this investigation, qualitative research method is used because under this method
information is presented through graphs and charts. This method is less structured as compared
to quantitative investigation but this provides justification behind specific information.
Sources of data: There are different sources through which information can be collected
for providing relevant recommendations and conclusions (Karakiza, 2015). There are two
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sources of information i.e. primary and secondary information. Primary information is collected
by investigator through one to one interaction such as personal interview, questionnaire, etc.
Hence this method is more time consuming but gives correct and absolute information. While
secondary source of information refers to the way through which information is gathered from
already collected sources i.e. online sources, newspaper, magazines, journals, etc. In this
investigation, both te methods are used as literature review and data analysis in the form of data
analysis.
Sampling: Sampling is the technique through which some respondents are selected for
collecting their view. This research is based on social media technique, so information is
collected from employees of Ned Hotel. It is not possible to collect views from whole crowd.
Hence, some candidates are selected for collecting their views and act as whole crowd. Which is
known as sampling. There are two types of sampling i.e. probability and non probability
sampling. Random probability sampling is used to collect views in this investigation. Under this
method, employees are selected on random basis so bias free data can be collected (Kim, Lim
and Brymer, 2015).
Research ethics- There are some ethics such as anonymity, confidentiality and informed
consent have to be considered while conducting research on impact on social media. There is
informed consent of respondents who are providing their views through questionnaire.
Confidentiality is considered while conducting in this investigation by sharing information
among parties have interest in research. Anonymity is maintained by not providing identity of
individuals or respondents.
Research limitation- There are some limitations while conducting investigation i.e. due
to time and cost. While conducting this instigation, there is lack of money. As per set target and
budget by investigator, there is issue in collecting views through online sources. Researcher is
not able to collect take membership because of lack of financial resources.
Research reliability and validity- This research is valid. Source of collecting information
is primary method which is collected through questionnaire. This is collected in appropriate
manner by employees considering their confidentiality. Hence conclusion and recommendations
in this investigation is valid and can be used for use purpose. Employees are the respondents
from whom questionnaire is filled which are selected on the basis of random probability
sampling, so this is reliable without bianess (Kumar and et. al., 2016).
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Research budget- Research requires different resources such as internet connection,
newspaper, magazines, communication technique, etc. for completing it successfully with
achieving aims and objectives. So financial budget set for it is £ 550.
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Chapter 4: Data Findings, Analysis and Discussion
Data analysis is the process of gathering, collecting and storing information collected
from primary sources. Thematic approach is used for data analysis while performing this
research. This section has to be done in better and appropriate manner because this is base for
providing appropriate conclusion and recommendations for future. Primary data is collected
through questionnaire filled with 20 employees of Ned Hotel (Lange and et. al, 2016).
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Questionnaire
Name:
Employee ID:
Designation:
Q1. Do you have idea about social media?
Yes
No
Can't say
Q2. Which is most effective social media technique for marketing purpose?
Facebook
Instagram
Twitter
Q3. Which of the organizational activities of Ned Hotel get affected because of using social
media techniques?
Marketing
Production
Research and development
Consumer relation
Q4. Which of the following parties gets affected with working through social media
techniques?
Employees
Management
Expert personnel
Q5. What is the importance of social media techniques for Hotel Ned?
Cost effective technique
Helps in tapping maximum consumer
Easy marketing
Q6. What are the factors has to be considered while using social media techniques for
operations of Hotel Ned?
Training of employees
Frequent changes in technology
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Difference in consumer preference
Q7. What are the advantages of social media techniques for Hotel Ned?
Enhance in consumer base
Ease in interaction with consumers
Knowledge about change in market trend
Q8. What are the problems faced by managers of Hotel Ned in proper implementing different
social media techniques?
Lack of employees participation
Lack of dynamic environment
Poor internet connection
Q9. Recommend the measures that can be taken by Ned hotel for effective implementation of
social media in operations.
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Theme 1: Knowledge about social media
Q1. Do you have idea about social media? Frequency
 Yes 12
 No 2
 Can't say 6
Interpretation:- As per the above presented information it has been interpreted that social
media is considered to be most trending concept throughout the world which holds up several
information as it is a broader concept and is well known to several people. By performing
investigation over this it has been found 12 out of 20 respondents are aware about the concept of
social media and also use it in their day to day operations. But on the other side 2 respondents
said that they hear about it but don't have basic understanding about the concept of social media
marketing. Despite of all this 6 respondents said that they can't say anything about it as they have
a little idea about social media and manner in which it works.
13
Yes No Can't say
0
2
4
6
8
10
12
12
2
6
Frequency

Theme 2: Effective social media technique
Q2. Which is most effective social media technique for marketing purpose? Frequency
 Facebook 6
 Instagram 10
 Twitter 4
Interpretation:- Social media is a tool that help in creating interaction between two or
more people who resides at different geographical location. There are several techniques of
social media that are used for marketing. Over this 6 respondents said that Facebook is
considered to be most essential technique that support in performing marketing activities. On the
other side 10 respondents said that Instagram is most widely used by organisations to perform
their marketing activities. Despite of all this 4 respondents said that Twitter is the one which is
most commonly used tools for placing advertisement and marketing the product as well as
services offered by an organisation.
Theme 3: Organizational activities gets affected
Q3. Which of the organizational activities of Ned Hotel get affected because
of using social media techniques?
Frequency
14
Facebook Instagram Twitter
0
1
2
3
4
5
6
7
8
9
10
6
10
4

 Marketing 7
 Production 3
 Research and development 6
 Consumer relation 4
Interpretation:- From the investigation performed above it has been interpreted that 7 out
of 20 respondents said that with the use of social media technique the marketing activities of Ned
hotel get affected as it leads to change in manner it communicate with target market. On the
other side 3 respondents said that production department get affected as they gain through
understanding of customer expectation. Despite of this 6 respondents said that Research &
development activities get affected with the use of social media techniques as it change the
manner in which investigation perform over customers. But 4 respondents said that customer
relation department get affected by the use of social media technique as it allow Ned hotel to
maintain regular interaction with its customers.
15
Marketing
Production
Research and development
Consumer relation
0
1
2
3
4
5
6
7
7
3
6
4

Theme 4: Role of different parties
Q4. Which of the following parties gets affected with working through
social media techniques?
Frequency
 Employees 9
 Management 6
 Expert personnel 5
Interpretation:- From the above mentioned information it has been interpreted that 9 out
of 20 respondents said that employees get affected with the use of social media technique.
Despite of this 6 respondents said that management get affected with the use of social media
techniques. But 5 respondents said that expert personnel get affected with the use of social media
technique. So it has been found that by using social media technique the working style of
employees are highly get affected as they have to change their working pattern as per the need
and expectation of customers.
16
Employees Management Expert personnel
0
1
2
3
4
5
6
7
8
9
9
6
5

Theme 5: Importance of social media techniques
Q5. What is the importance of social media techniques for Hotel Ned? Frequency
 Cost effective technique 6
 Helps in tapping maximum consumer 5
 Easy marketing 9
Interpretation- From the above presented data it has been found that 6 out of 20
respondents said that social media technique are very essential for Ned hotel as it is consider to
be a cost effective technique. On other side 5 respondents said that social media techniques
support Ned hotel in enhancing its market share by provide them an opportunity to tap maximum
number of customers. But 9 respondents said that social media technique support in making
marketing easier for Ned hotel.
Theme 6: Factors to be considered while using social media techniques
17
Cost effective technique
Helps in tapping maximum consumer
Easy marketing
0
1
2
3
4
5
6
7
8
9
6
5
9

Q6. What are the factors has to be considered while using social media
techniques for operations of Hotel Ned?
Frequency
 Training of employees 6
 Frequent changes in technology 5
 Difference in consumer preference 9
Interpretation- As per the information mentioned above it has been interpreted that 6 out
of 20 respondents said that Ned hotel must provide training to its employees before using social
media technique which help in reducing the chances of error. On the other side 5 respondents
said that technology changes frequently hence it must be consider by Ned hotel while using
social media fro performing operations. Despite of all this 9 respondents said that customers are
different in term of their need and preferences, hence this factor must be consider by hotel Ned
while using social media technique.
Theme 7: Advantages of social media techniques
Q7. What are the advantages of social media techniques for Hotel Ned? Frequency
18
Training of employees
Frequent changes in technology
Difference in consumer preference
0
1
2
3
4
5
6
7
8
9
6
5
9

 Enhance in consumer base 7
 Ease in interaction with consumers 4
 Knowledge about change in market trend 9
Interpretation- As per the above mentioned information it has been found that 7 out of
20 respondents believe that by using social media technique Hotel Ned become able to enhance
its customer base. On the other side 4 respondents said that social media technique will help Ned
hotel by making easier for them to interact with customers by providing them a medium to
maintain a direct communication with customer. Despite of all this 9 out of 20 respondents said
that social media technique will support Ned hotel by providing them knowledge regarding the
changes in market trend that further help in forming up effective strategies.
Theme 8: Problem faced in proper implementation of social media techniques
Q8. What are the problems faced by managers of Hotel Ned in proper
implementing different social media techniques?
Frequency
19
Enhance in consumer base
Knowledge about change in market trend
0
1
2
3
4
5
6
7
8
9
7
4
9

 Lack of employees participation 8
 Lack of dynamic environment 12
 Poor internet connection 10
Interpretation- As per the above mentioned information it has been interpret that 8 out
of 20 respondents state that major issue that Ned hotel may face is lack of employee participation
as worker usually resist to changes. On the other side 12 respondents said that lack of dynamic
environment may be the major issue that Ned hotel may face while implementation of social
media techniques. Despite of all these 10 respondents said that poor internet connection may be
the major issue that Hotel Ned may face while implementing social media technique.
20
Lack of employees participation
Lack of dynamic environment
Poor internet connection
0
2
4
6
8
10
12
8
12
10

Chapter 5: Conclusion, Recommendations and anticipated Limitations
Conclusion
As per the above mentioned information it has been concluded that social media
marketing plays a significant role in enhancing the customer base and maintaining long term
relationship with them. As social media marketing provides a medium to maintain a direct
interaction with customer which make it easier to determine the need and expectation they have
toward the company. This in turn support an organisation to align the products as per the need as
well as expectation of customers and resolve their issues by maintaining personal interaction
with them. From investigation it has been found that majority of people believes that social
media marketing benefit a company by increasing consumer base, make it easier to interact and
by enhancing knowledge about change in market trend that leads to effective functioning of
business operations.
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Recommendations
From the above performed investigation it has been found that their are majority of issues
that Ned hotel may face while implementation social media that may affect the brand image of
hotel. Hence for effective implementation of social media, Ned hotel is recommended following
things:
Before implementing social media technique management must concern with its
employees and provide them proper training through which they can work with new techniques.
This is relevant for improving awareness among employees and they are ready to work with new
techniques.
In case of any negative comment from consumer's side then it is responsibility of
managers of Ned to resolve and immediately communicate with consumers. This improves brand
image of hotel Ned among consumers and they get familiar with working style of association.
Anticipated limitations
There are some limitations as well while conducting this research such as weak internet
connection, less budget, improper communication techniques, etc. which affects performance of
researcher and team mates. Researcher also face personal conflicts among team mates, so this
affects time boundation for different investigation activities.
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Online
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