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case study of Hilton Hotel

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A case study of Hilton Hotel

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Research Proposal

Research Title

To identify the impact of social media marketing on business performance; A case study of Hilton Hotel.”

Introduction

In the present era, social media is one of the best platform in order to introduce and promote the product and services in the market. With assistance of social media mediums like Facebook, instagram, twitter etc company can easily get touch with customer and identify their views and feedback related to product and services. Social media marketing is a process under which firm engage with various social media channels like Facebook, twitter, instagram, you tube etc in order to promote and advertise the product and services. It can be said that  social media marketing is the tool by this way firms can keep their eyes on the competition. They can look upon their strategies and accordingly they can modify their operations. The following research proposal provides the depth knowledge and understanding about the social media marketing with respect of Hilton hotel. In addition to this, it will also define the importance of this social media marketing in improving the business performance in the market. The major objective of this business proposal is to identify the impact of social media marketing on the business performance of Hilton hotel.

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Present research proposal is based on the case study of Hilton hotel which is a multinational corporation in the London. It offers luxurious accommodation and other services to customer that make them satisfied and they become loyal toward brand. In order to attain the objective of this research proposal, investigator will use the various research methodologies and tools in this research proposal.

Aims

The main aim of this entire research proposal is to identity the impact of social media marketing on the business performance of the Hilton hotel.

Objective

  • To understand the concept of social media marketing
  • To analysis the relationship between social media marketing and business performances
  • To identify the positive and negative impact of social media marketing on Hilton Hotel.
  • To suggest ways of improving effectiveness of social media marketing in the Hilton hotel.

Rationale

The major aim of this selected topic is to assess and impact of social media marketing in the real situation of the Hilton hotel. As it is found that Cited venture is facing the issue related to ineffective promotional and advertisement activities through which number of customer decrease and profitability has been also decreased. Thus, it is very important for company to adopt such effective marketing method through which it can again attract the large number of customer and develop effective brand image in the market. For this purpose, researcher selects this topic for research proposal. The another reason for choosing this topic is that researcher likes to study on the social media marketing topic and its impact in the current business. Researcher has huge interest in this particular area thus this topic will select as the topic of research proposal. In addition to this, there is a sufficient data available  of this particular topic on internet, books, journals and other sources.

Critical review

As per the view of Bélanger, Bali and Longden, 2014 social media marketing is far differed from the traditional marketing techniques (Bélanger, Bali and Longden, 2014). Author has said that it can also be called as relationship marketing in which firms give more priority to make connection rather than selling of products. According to Kuzma, Bell and Logue, 2014 social media marketing is an amazing strategy which assist management of the company in taking immediate feedback about the products and services (Kuzma, Bell and Logue, 2014). Consumers can share their feelings on website and can give their review on it. By this way firms can get to know draw backs of current system and they can improve their operations accordingly. As per the view of Messing and Westwood, 2014 social media marketing is the tool by this way firms can keep their eyes on the competition. They can look upon their strategies and accordingly they can modify their operations (Messing and Westwood, 2014). In the highly competitive world it is essential for the organizations to emphases on the strategies of the competitors and offer better services to consumers so that they do not get influenced to other brand's products. social media marketing and business performance has very strong relationship because while company develops its page on the internet then it has to update the information about product and services. If it effectively maintains and update the information at platform then customer thinks that company regularly make efforts in order to make impressive its brand in the market.

Project specification

In the following research proposal investigator needs to use various research methods and terminology through which determined objective can easily attain. In order to attain the objective of identify the impact of social media marketing, scholar will use a systematic research design, research technique, data analysis, data collection method, research approach etc. In order to find an appropriate solution of research problem, investigator will use interpritivism research philosophies. In addition to this in order to deep study about the topic, scholar will use the inductive research approach so as determined objective will attain. Descriptive research design will be used by the scholar and thematic analysis will be done in this research proposal. In order to collect the data, investigator will use the primary and secondary data collection method. In the primary data collection method, scholar will use survey method under which questionnaire will prepare along with questions of social media marketing and ask from 30 customers of the Hilton hotel. In addition to this in the context of secondary data, information related to social media marketing will collect from various sources like internet, books, journals, online blogs, company websites etc.

Research Topic

“To identify the impact of social media marketing on business performance; A case study of  Hilton Hotel.”

Objective

  • To understand the concept of social media marketing
  • To analysis the relationship between social media marketing and business performances
  • To identify the positive and negative impact of social media marketing on Hilton Hotel.
  • To suggest ways of improving effectiveness of social media marketing in the Hilton hotel.

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Assessment 1

Literature Review

Concept of social media marketing

In today's corporate world competition is very high and companies have to struggle a lot to sustain in the market for longer period. According to the Hajli, 2014 social media networking is the way of making connection with mass audience via face book, Twitter, Instagram etc (Hajli, 2014 ). In the globalized era most of the firms use these sites with the purpose of marketing. It is the marketing technique which is adopted by the entities for accomplishment of their goal and objectives. It supports in communicating with the clients speedy and resolve their issues immediately. That helps in increasing the brand image of the firm to great extent.

As per the view of Bélanger, Bali and Longden, 2014 social media marketing is far differed from the traditional marketing techniques (Bélanger, Bali and Longden, 2014). Author has said that it can also be called as relationship marketing in which firms give more priority to make connection rather than selling of products. With the help of social networking sites, internet firms can advertise its products, services and can attain their objective in short time duration. Habibi and et.al, 2015 has argued that social media marketing is the vast subject, in fast moving environment firms are hiring social media experts those who have great knowledge and are able to create a unique image in the mind of consumers (Habibi and et.al, 2015). Apart from this, it is a beneficial tool and supports in the expansion of the companies across the world.

According to Kuzma, Bell and Logue, 2014 social media marketing is an amazing strategy which assist management of the company in taking immediate feedback about the products and services (Kuzma, Bell and Logue, 2014). Consumers can share their feelings on website and can give their review on it. By this way firms can get to know draw backs of current system and they can improve their operations accordingly. By this way they will be able to deliver excellent services to the guests that would make them satisfy towards the brand. Kimmel and Kitchen, 2014 has argued that social media marketing is the modern concept of marketing and with the help of this, companies can meet the requirements of the consumers and can run their business in effective manner (Kimmel and Kitchen, 2014). It is the way of expanding the business in other country and to gain success in the market. As per the view of (Xiang, Zheng and Gretzel 2010) social media marketing is a easy marketing under which company does not need to spend capital on the labor, sales representatives, physical outlets etc. In addition to this corporation can directly get touch with customer at global level by one touch on the internet.(Thevenot and Guillaume, 2007) stated that social media marketing is a platform where not only company and customer can communicate but also customer share their experience with other customers. This thing assist to other customer in identifying the benefits and drawback of particular product and services. Social media marketing aids in collecting information about customer choice , preferences, review, feedback and experience about product and services. So it can be said that social media is very helpful platform through which organization can easily introduce product and services in the market and attract the large numbers of customer.

Relationship between social media marketing and business performances

According to the Dessart, Veloutsou and Morgan-Thomas, 2015 before launching any new product in the market, companies do market research and identify needs and wants of the users (Dessart, Veloutsou and Morgan-Thomas, 2015). According to their desires, firms provide them products, that helps in satisfying the consumers to great extent. Social media marketing is the way through which entities can make strong connection with the users and they can share their views and preferences about the product and services. That would be beneficial for the firms in getting right information in limited time duration that would help ion increasing the revenues of the organization to great extent.

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As per the view of Messing and Westwood, 2014 social media marketing is the tool by this way firms can keep their eyes on the competition. They can look upon their strategies and accordingly they can modify their operations (Messing and Westwood, 2014). In the highly competitive world it is essential for the organizations to emphases on the strategies of the competitors and offer better services to consumers so that they do not get influenced to other brand's products. Wolny and Mueller, 2013 has argued that effective use of social media marketing can help in increasing revenues of the company. But if firms do not use it properly them their reputation and image can get down and people will not trust the products of particular organization (Wolny and Mueller, 2013). As per the view of (Hudson, Simon, and Thal, 2013) social media marketing and business performance has very strong relationship because while company develops its page on the internet then it has to update the information about product and services. If it effectively maintains and update the information at platform then customer thinks that company regularly make efforts in order to make impressive its brand in the market, This shoes the attractiveness and effectiveness of the corporation in front of customers. Effective information, design and update on the social media platform develop impressive brand image of company on the internet. On the other hand if customer gives their positive comments then it will also help in developing effective and strong brands image on the internet.

Identify the positive and negative impact of social media marketing

According to Hollebeek, Glynn and Brodie, 2014 social media marketing is the tool that can help in increasing the business performance of the organizations (Hollebeek, Glynn and Brodie, 2014). It attracts consumers towards the brand and firms can build strong relationship with the customers. It impacts positive on the hospitality industry, as with the help of social networking sites, web sites traveler will be able to know about the company and its services and they will be able to make their decisions. Attractive offers, advertisement of Facebook and Twitter can influence their mind. It can help in increase overall performance of the organization to great extent. As per the view of (Hays, Stephanie, Page and Buhalis, 2013) social media marketing is a process under which company can provide inform,ation about product and services to customer with the help of various mediums like Facebook, twitter etc. These platform assist in directly communicating with the end user and company can easily identify the review and feedback of customer related to product and services.(Miguéns, Joana, Baggio and Costa,  2008) stated that social media marketing assist in decreasing the company expenses which incurred in the labor wages, sales representatives, physical outlets, print media advertisements etc. With the assistance of online channels, company can directly get touch with end users and identifying their view and opinion about product and services. One of the major advantage of social media marketing is that company can develop or create attractive page on the social media and try to attract large numbers of customer. According to the view of (Fotis, John, Buhalis and Rossides, 2012) at the medium of social media, while any customer like and tag to the page then it shows to all his friends and user on the social media who have connection with that particular page. They can easily see and comment on that page about product and services. This assist in increasing the popularity of product and services in the social media platform. On other hand Hajli, 2014 has argued that social media marketing can create negative impact on the business performances (Hajli, 2014). As if any competitor brand is offering better services to client then guests will get influenced immediately that will make them negative towards the brand. As per the view of (Chan,  Ling and Guillet, 2011) social media marketing is time consuming process because in order to provide the right information about product and services like price, features, discount, company have to maintain regular updates on the social media page. If company does not maintain regular updates on the social media platform then it becomes difficult for customer to know about right information of product and services. (Bruhn, Manfred, Schoenmueller and Schäfer, 2012) stated that customer can also face issue through social media marketing because most of the customer does not have knowledge about internet and channels of social media like Facebook, twitter etc. So it becomes tough for customer to identify product information on the internet. On the other hand most of customer are not interested to buy internet connection so it becomes difficult for company to get touch with those customers in the market.

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