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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