Assessing the impact of Social Media Marketing on London’s Hotels

ASSESSING THE IMPACT OF SOCIAL MEDIA MARKETING ON LONDON’S HOTELS 
Table of Contents
1.0 Introduction 3
1.1 Significance and context of the issue 3
1.1.1 Academic significance of the topic 3
1.1.2 Business context of the issue 3
1.2 Importance of the problem 4
1.3 Aim of the research 5
2.0 Research objectives and Research Questions 6
2.1 Research Objectives 6
2.2 Research Questions 6
3.0 Literature Review 7
3.1 Social media as a marketing tool 7
3.2 Prevalence of social media in the hospitality industry 7
3.3 Integrating social media into marketing strategies of hospitality organisations 8
3.3.1 Marketing for products and services 8
3.3.2 Campaigns and event for customers 8
3.4 AIDA Model for intervention measures 9
3.5 Literature Gap 10
4.0 Methodology 11
4.1 Research Design, Approach and Type 11
4.1.1 Research Onion 11
4.1.2 Research Philosophy 11
4.1.3 Research Strategy 12
4.1.4 Time Horizons 12
4.1.5 Data Collection 12
4.1.6 Research Design 13
4.1.7 Data Collection Process 13
4.1.8 Sampling and Size 13
4.1.9 Equipment needed 13
4.1.10 Data analysis process 13
4.1.11 Justification of Chosen Method 13
4.2 Rationale 14
5.0 Access to data and research ethics 15
6.0 Limitations 16
7.0 Bibliography 17

 
1.0 Introduction
Social media marketing can be considered as the process of promoting products and services implementing social media platforms like Instagram and Facebook online. This is specifically associated with the aspect of the marketing needs of the company, making it increasingly more convenient for the company to interact with customers through the means of social media. In this study, the case of hotels in London will be taken to get a better understanding of the implications of social media marketing in the case of such organisations. By making use of intervention models and theories, the study will aim at understanding the reason behind the immense popularity of social media as a marketing tool. The way it can be made use of in a more efficient manner in the current corporate environment will also be explored in this study.
1.1 Significance and context of the issue
1.1.1 Academic significance of the topic
The study will be especially beneficial with regard to the academic point of view since it would enable students in marketing to identify the ways in which social media can be used for corporate as well as personal marketing. Additionally, it can also be beneficial with regard to ascertaining the ways in which this method of marketing can be made more efficient through extensive research.
1.1.2 Business context of the issue
In the corporate aspect of the issue, it can be identified that there are multiple channels through which the aspect of social media can be used for marketing Through the means of making use of analytical tools, such as Google Analytics, hospitality organisations can track and evaluate the kind of response they receive through the means of using this tool and the ways and aspects in which this aspect can be improved.
1.2 Importance of the problem

Figure 1: Projected social advertising spending worldwide from 2014 to 2016
(Source: Statista.com, 2015)
From an analysis of the global statistics, it can be ascertained that the prevalence of social media as one of the most preferred tools of marketing has been increasing at a constant pace. It can be observed that as compared to the recorded spending for the purpose of advertising through social media, there has been an increase of $14.53 billion on a global basis in just two years (Statista.com, 2015). This can help to emphasise the immense prevalence of social media as a preferred tool of marketing in the current corporate environment.

Figure 2: Global penetration of social media in 2019
(Source: Statista.com, 2019)
In addition to this, it can further be stated that in accordance with the increase of customer prevalence and usage of social media, there is a requirement for companies and organisations across various industries to adapt their own structure in accordance with customer preferences. This implies that the channels of marketing through social media are required to be in accordance with the platforms most visited and preferred by the customer base of the company.
1.3 Aim of the research
The aim of this Research would be to “Access the impact of social media marketing on Hotels in London”. In an attempt to accomplish the aims and objectives of this study, customer data of concerned hotels would be accessed and analysed accordingly.
 
2.0 Research objectives and Research Questions
2.1 Research Objectives
For achieving the aims, the objectives of the proposed research are:
● To identify the prevalence of social media as a marketing tool in the current corporate environment
● To analyse the demographic requirements and analyse the process of implementing social media in Hotels of London
● To recommend ways in which hotels in London can improve their marketing strategies regarding social media marketing.
2.2 Research Questions
Through the means of identifying the objectives of the proposed research, the research question will be:
1. How prevalent is social media in the current corporate structure of the hospitality industry in London?
2. What are the demographic requirements and hence, analyse the process how social media is implemented in marketing?
3. How can hotel management personnel improve social media marketing statergies, hence, make the promotion effective?
 
3.0 Literature Review
3.1 Social media as a marketing tool
Social media ids one of the most prevalent and fast expanding trends being used by numerous individuals across various different aspects and platforms. In direct proportion to the increase in the usage of social media for socialising purposes, it can be stated that organisations have also been making use of the trends to make theory marketing strategies and activities more extensive (Roque and Raposo,2016). It can be stated that the immense and vast extent and reach of social media can be identified as the most influential reason responsible for the increasing prevalence of social media marketing. As per the views of Momany and Alshboul (2016), through the means of being able to evaluate consumer preferences and conforming own marketing strategies to those preferences, organisations can attain greater success with regard to being successful in marketing in a successful manner.
Apart from the ease in reaching and being accessible to consumers, there are other aspects associated with the concept of social media marketing that can be attributed to the immense prevalence of the trend. In accordance with the views of Galati et al. (2017), another beneficial aspect of the trends can be ascertained to the fact that it can enable organisations to create and establish an immensely strong and influential media presence in the market. Through the means of an increased media presence, organisation can ensure that they are able to increase brand awareness in the market, in terms of the industry in particular as well as in the market as a whole. As implied by Barredaet al. (2015), in the competitive market structure, the presence of a massive and highly influential brand awareness can help the organisation to attain a competitive advantage in the market.
3.2 Prevalence of social media in the hospitality industry
The prevalence of social media can be stated to be event more affluent in the case of the hospitality industry. As per the views of Leung et al. (2015), this can be attributed to the fact that the hospitality industry is one of the few that requires positive feedback from customers. Through the means of positive feedback and a positive brand image in the market, organisations in the hospitality industry can flourish and become adequately able to achieve organisational goals. As specified by Tajvidi and Karami (2017), it can imply the fact that social media can enable organisations to adequately and properly communicate with customers while improvingown brand awareness and brand image.
For the purpose of ensuring success with regard to the social media marketing strategies of the organisation, there is a requirement for the organisation to assess the social media channels most preferred by its customer base. In accordance with the views of Perez-Vega et al. (2018), it can also help to improve the ways in which the hospitality organisations are able to communicate with their customer base. This can ultimately lead to further improvements in the efficiency and brand image of the organisation in the industry. Through the means of being prompt in resolving consumer concerns and queries, hospitality organisations can establish themselves as value-based organisations that care for their customers. As a result, it can give rise to word-of-mouth referencing, leading to greater success and improved brand image of the organisation (Hospitalitynet.org, 2018).
3.3 Integrating social media into marketing strategies of hospitality organisations
3.3.1 Marketing for products and services
Marketing for new products and services is one of the most prevalent reasons compelling organisations to make use of social media for the purpose of marketing. In accordance with the views of Alalwanet al. (2017), organisations in the hospitality industry can market new locations and services in their hotels through the means of social media. One of the most beneficial aspects of this is the fact that it can enable the organisation to isolate the marketing strategies to the direct market where the customer base belongs. Additionally, through the means of specifically making use of these channels and customising marketing content to the requirements of the customers, organisations in the hospitality industry can attain success regarding the way they make use of social media (Valoset al. 2016).
3.3.2 Campaigns and event for customers
In addition to marketing for new locations of the hospitality organisation, social media platforms can also be made use of for the purpose of promoting campaigns and events designed for the customers. As per the views of Colicevet al. (2018), promoting events and campaigns for the customers through the means of social media can help the event to be promoted on a bigger scale since a wide and diverse section of the customer can be informed about it at the same time. In the event that certain individuals within the targeted customer base are unable to view the promotional offer, it can enable them to find out about it through the means of word-of-mouth promotions. As stated by Rathore et al. (2016), it can ultimately lead to attaining the objectives of making use of the channel in the first place that is with regard to informing a wide spectrum of the public about the event.
3.4 AIDA Model for intervention measures
The AIDA model is one of the most effective and efficient models that can be made use of to understand the positive implications of using social media for the influence of social media as one of the most effective marketing tools. As impressed upon by Copley (2015), it can be established that through the application of the AIDA model, the ways in which the buying behaviour of customers is influenced through the means of marketing through social media.

Figure 3: AIDA Model
(Source: Influenced by Hassan et al. 2015)
In accordance with the AIDA model, it can be identified that establishments in the hospitality industry can adequate generate interest among the target customer base regarding the various services of the organisation. This attention can then compel them to develop an active interest which can potentially lead to the desire to take action to engage in the activity. Ultimately, if the marketing strategy is adequately effective, it can help the establishment to ensure that the customers are able to take actions in accordance with their desires. As influenced by Alghizzawiet al. (2015), the most beneficial aspects of this model with regard to the concept of social media marketing is the fact that it can help to catch the attention of a wide and diverse section of the targeted customer base. As a result, it can increase the potential of action on the part of the targeted customers, leading to the success of the marketing strategy.
3.5 Literature Gap
The main gap identified in this literature is with regard to the lack of adequacy with regard to consulting literature that can adequately suggest ways in which marketing through social media can be of assistance to hotels in London. The themes identified in the literature review have been found to be inadequate in addressing the specific ways in which social media marketing can be of assistance to the establishments specifically in London.
 
4.0 Methodology
4.1 Research Design, Approach and Type
4.1.1 Research Onion

Figure 4: Research Onion
(Source: Influenced by Saunders et al. 2015)
4.1.2 Research Philosophy
Philosophies for the execution of research can be chosen from either the positivism, realism, interpretivism or the pragmatism philosophy. As influenced by Ryan (2018), the positivism philosophy will be chosen for this research since it emphasises on the requirement for factual validity of the data for it to be incorporated into the research.
4.1.3 Research Strategy
Among the six strategies of research specified in the research onion, the strategy of grounded research will be taken. This is due to the fact that it relies on the analysis of secondary data to arrive at findings, which is the most efficient form of data collection for this research.
4.1.4 Time Horizons
The most applicable time horizon for this research is the cross-sectional time horizon, rather than the longitudinal time horizon. As influenced by Hugéet al. (2016), it is due to the fact that the research is not required to be conducted over a long period of time, with the current implications of the issues sufficing with regard to the requirements of the research.
4.1.5 Data Collection

Figure 5: Data collection process
(Source: Influenced bySennottet al. 2016)
Data collection in research is required to be done over two different concepts – qualitative and quantitative as well as primary and secondary. For this research, the qualitative secondary research method will be chosen since it can help to provide more conceptual data regarding the issue.
4.1.6 Research Design
Research design for research can be either exploratory or conclusive, that is required to be chosen with regard to the anticipated outcomes of the research in mind. In accordance with Sennottet al. (2016), for this research, the exploratory design will be taken since it can help to explore the concepts associated with the issue, rather than arrive and conclusive findings.
4.1.7 Data Collection Process
The data collection process for this research will include the requirement to conduct a desk-based research to attain adequate literature that can supplement the claims and adequately answer the questions developed for this research.
4.1.8 Sampling and Size
A total pool of 37 resources will be initially generated for the purpose of supplementing this research. However, through the simple random probability sampling method, a total of 7 references will be chosen that will be analysed in detail to answer the research questions.
4.1.9 Equipment needed
For the purpose of this research, tools such as a specific inclusion-exclusion criterion will be developed while also making use of adequate and appropriate journals and books. For access to a greater pool of literature, services of the internet will also be required, which can help to enhance the quality of the research findings.
4.1.10 Data analysis process
The data analysis process will include manually analysing the chosen literature to ensure that it can help in supplementing the issues specified in the research. Manually assessing and analysing the resources will help to ensure that the chosen resources are actually in line with the research requirements and can contribute adequately to the final research outcomes.
4.1.11 Justification of Chosen Method
The chosen method of conducting the research will be immensely beneficial since it can ensure that there is factual data that is highly relevant to the issue of the topic. Additionally, it can also ensure that the secondary data collected can adequately provide answers to the questions while meeting the specified objectives of the research.
4.2 Rationale
The chosen methodology is highly appropriate with regard to the ways in which it can help to address the questions raised in the earlier part of the proposal. Collecting data through the secondary qualitative method can be beneficial regarding obtaining general information on the topic of social media marketing in the case of hotels in London. However, the presence of primary data would have been helpful in obtaining information regarding the ways in which hotels have already made use of the tool and achieved success. Therefore, it would have been beneficial in making the research findings more enhanced and specific.
 
5.0 Access to data and research ethics
Access to the selected data will only be available to the researchers directly associated with the research project. This can help in ensuring that the data, and the inferences made through the collected data, can be protected in a proper manner. Additionally, the ethical aspects of the research will be maintained by ensuring that due credit is given to the authors of all the secondary resources that will be taken into consideration. As influenced by Walliman (2017), this can help to make sure that the research is conducted in a highly ethical manner, enhancing its value.
 
6.0 Limitations
The main limitations that will be present in the course of conducting the study will be with regard to the lack of adequate financial resources that could have provided access to a greater pool of relevant resources. In addition to the absence of adequate financial resources, the lack of adequate time will also lead to the research and data analysis process being completed in a haphazard manner. This will potentially lead to the lack of adequate themes that can be developed for the purpose of analysing the secondary qualitative data that will be collected.
 
7.0 Bibliography
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Alghizzawi, M., Salloum, S.A. and Habes, M., 2018. The role of social media in tourism marketing in Jordan. International Journal of Information Technology and Language Studies, 2(3), pp.117-183.
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Momany, M. and Alshboul, A. (2016). Social Media Marketing: Utilizing Social Media to Advance Brand Awareness and Increase Online Sales. International Journal of Business, Marketing, & Decision Science, 9(1), pp.97-155.
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Saunders, M.N., Lewis, P., Thornhill, A. and Bristow, A., (2015). Understanding research philosophy and approaches to theory development. Research methods for business students, 3(2), pp.136-162.
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Walliman, N. (2017). Research methods: The basics, Eds. 6. Abingdon: Routledge.