Impact of Social Media Marketing on Customer Engagement: Premier Inn

This project outline investigates the impact of social media marketing techniques on customer attraction, focusing on Premier Inn. The research aims to determine the effectiveness of social media in attracting a large customer base within the hospitality sector. It outlines the concept of social media marketing, its role in attracting and retaining customers, and the challenges faced by Premier Inn in its implementation. The research objectives include identifying the concept of social media marketing, discerning its impact on customer acquisition and retention at Premier Inn, ascertaining the challenges faced by Premier Inn, and examining potential mitigation strategies. The research will employ both primary and secondary data collection methods, including gathering first-hand information from Premier Inn and utilizing journals, articles, and books for secondary data. The research will adopt a quantitative approach, relying on numerical data collected over a short period.

APPENDIX 1: Example of outline submission form
INDEPENDENT STUDY OUTLINE SUBMISSION
This form is required to be completed by all Independent Study students, supervisors will then
be allocated to students based on relevant knowledge and expertise.
Failure to hand in this form by the date indicated will delay the allocation of your supervisor.
Name
Programme
Chosen study area
Working title of study
Effectiveness of social media marketing technique in attracting customers
towards the hospitality sector
Have you discussed your topic with a tutor?
Yes N
o
If yes, please give their name
Briefly describe what you aim to achieve by this study
Social media marketing is defined as the procedure of using social media
platforms for connecting with the audience to build brand, improve sales and
increase website traffic. In simpler words social media marketing technique

provides an opportunity to a company of increasing reach of customers in shorter
time duration (Tritama and Tarigan, 2016). This assists company in achieving
great success with different strategies of social media marketing. The main social
media platforms in the present modern time are: Instagram, Facebook, Twitter,
Pinterest, LinkedIn, Snapchat and YouTube. There are range of social media
management tools that help companies to take out the best from above discussed
social media platforms. In more easy language companies share content on social
media platforms for gaining attraction of customers and increasing sales.
Research Aim:
“To determine the impact of social media marketing technique in attracting
large number of customers within an organisation:” A study on Premier Inn
Research Objectives:
 To identify the concept of social media marketing technique within an
organisation.
 To discern the impact of social media marketing technique in attracting
new customers and retaining existing customers within Premier Inn.
 To ascertain the various challenges faced by Premier Inn while using
social media marketing techniques in promoting their products.
 To examine the ways that could be adopted by Premier Inn to mitigate
challenges related to social media marketing technique.
Why does this research interest you?
The present research is of great interest because it covers the topic under
business management. The topic is social media marketing technique and its
effectiveness in attracting large number of customers towards the brand. In the
modern time, social media marketing is playing major role in promoting
products of a company and reaching large number of customers. By conducting
current research, I will learn about the different types of strategies of social
media marketing. This learning will help me in my professional career where I
could be able to attract large number of customers towards my working
company. This research will make me aware about the pros and cons of social

media marketing technique so that I could select appropriate technique as per the
requirement of organisation.
List at least 4 sources which you deem to be relevant to your research in the
topic (using Harvard Referencing)
REFERENCES
Books and Journals
Tritama, H.B. and Tarigan, R.E., 2016. The effect of social media to the
brand awareness of a product of a company. CommIT
(Communication and Information Technology) Journal. 10(1). pp.9-
14.
Khorsheed, R.K., Othman, B. and Sadq, Z.M., 2020. The Impacts of Using
Social Media Websites for Efficient Marketing. Journal of Xi'an
University of Architecture & Technology. 12(3). pp.2221-2235.
Farook, F.S. and Abeysekara, N., 2016. Influence of social media marketing
on customer engagement. International Journal of Business and
Management Invention. 5(12). pp.115-125.
Poecze, F., Ebster, C. and Strauss, C., 2018. Social media metrics and
sentiment analysis to evaluate the effectiveness of social media
posts. Procedia computer science. 130. pp.660-666.
Briefly describe the research methods you are considering
For conducting present research, investigator will use different types of research
methods to collect and analyse appropriate piece of information so that
objectives could be easily attained. The current research will be dependent upon
primary and secondary data collection to accumulate appropriate data.
Researcher will select primary data collection to gather first-hand piece of
information directly from the selected number of participants. On the other hand,
secondary data collection will be considered to collect already published data.
For the collection of primary data, researcher will select respondents from
Premier Inn. On the other hand, for the accumulation of secondary piece of
information researcher will use journals, articles, books, newspapers etc. The

research will be quantitative research because it is based upon collection of
numerical piece of information in short period of time.