Relationship Between Social Media, User Content & Consumer Behavior

This report investigates the relationship between social media and user-generated content (UGC) and its impact on customer buying behavior, focusing on Hilton Hotel as a case study. The research aims to analyze how UGC and social media influence consumer decisions, examining the correlation between them and their effects on consumer behavior within the hotel industry. The literature review highlights the role of social media in raising product and service awareness and the increasing importance of social evidence in purchasing decisions. The proposed methodology aligns with epistemology understanding, and the conclusion asserts that social media and UGC significantly affect Hilton Hotel by directly influencing customer buying behavior, leading to improved organizational productivity and profitability. The report is deductive, with aims and objectives presented as hypotheses.

Relationship of Social Media and
User Generated Content

Introduction
The research topic for this
report is the relationship of
social media and user
generated content. Hilton
Hotel is considered for this
research. Hilton Hotel is a
multinational brand of full
service hotels and resorts
and the flagship brand of
American multinational
hospitality company.

Research Aim
To study the impact of social
media and user generated
content on the customer
buying behaviour.

Research Objective
 To analyse the impact of
user generated content and
social media on buying
behaviour of customer.
 To examine the relationship
between user generated
content and social media on
the customer behaviour.
 To examine the effect of
social media on the
consumer behaviour in
Hilton Hotel.

Research Question
 How the user generated content and social media impact on
the buying behaviour of customers?
 Discuss the relationship between user generated content and
social media on the behaviour of customer.
 How the social media effect the consumer behaviour in Hilton
Hotel?

Literature Review
Social media Hilton Hotel provide the awareness regarding their
products and services to their customers. Social media is
considered as the vast effect on consumers while they are
trying to raise recognition about a specific product. User
generated content and social media has ensure in the
development of social evidence as a high strength for
purchasing resolution.

Proposed Methodology
Epistemology is defined as the thesis of knowledge, mainly with
consideration to its procedures, soundness and range and the
difference in the between of justified belief and judgment.
Ontology describes the set of ideas and groups in a theme region
or realm that appear their belongings and the connections
between them.
This study is related to the development of epistemology
understanding.

Conclusion
 From the above presentation, it has been concluded that the
social media and user generated content have a great affect on
the Hilton Hotel. It direct affect the buying behavior of
customers. It influence the customers to buy a specific product
or services. It leads to the improvement of productivity and
profitability of organization. Along with this, it has been also
analysed that this report is deductive report as the aims and
objectives are hypotheses.

References
 Bigley, I.P. and Leonhardt, J.M., 2018. Extremity bias in user-
generated content creation and consumption in social
media. Journal of Interactive Advertising, 18(2), pp.125-135.
 De Costa, F. and Abd Aziz, N., 2021. The Effects of User
Generated Content and Firm Generated Content on
Millennials' Purchase Intention of Shariah-Compliant
Stocks. Jurnal Pengurusan, 62.
 Gotlieb, M.R. and Sarge, M.A., 2021. Civic Learning and
Self-Determination: A Model of User-Generated Content and
Civic Readiness Among Actualizing Citizens. Communication
Theory, 31(1), pp.127-149.

Thank You