An Investigation of the impact of social media marketing on customer retention A case study of Marriot Hotel

Harvard, 2500 Words

Table of Content


1       Introduction

1.1       Rationale of this study

1.2       Research Aims

1.3       Research Objectives

1.4       Research Questions

2       Literature review

2.1       Social media marketing

2.2       Social media networking tools

2.3       Social media marketing trends and developments

2.4       Social media marketing and branding

2.5       Customer buying behaviour

2.6       Branding, Customer buying behaviour and customer retention

2.7       Conceptual Framework

3       Research Design & Methodology

3.1       Type of Investigation

3.2       Data Collection Method

3.3       Sampling method

3.4       Accessibility Issues

3.5       Ethical issues

3.6       Data Analysis plan

3.7       Research Limitation

4       Timetable

5       References


1        Introduction

The 21st century is characterized by rapid globalization and the technological advancements that come along with such globalization. These technological advancements have changed the way business is done all over the world and has had a profound impact on all functional areas of a business. One such major advancement is the advent of social media marketing. Social media marketing has quickly gained popularity and is rapidly replacing conventional marketing techniques (Dewing, 2010). The main reason behind this is the widespread use of the internet and the large online presence of individuals, in terms of volume and time, in various social sites. For example, in Europe alone, almost 85 % of all teens and adults are members of some social site. This has made social media marketing an efficient means of attracting and retaining a large base of potential customers (Bryfonski, 2012).

Due to the above facts, companies of all industries are now placing high emphasis on enhancing the scope and efficiency of their social marketing efforts by dedicating more time and resources on this sector relative to traditional marketing mediums. This is even truer for the hotel industry, where maintaining good relationship with customers is paramount for successful customer retention. Therefore, this research is going to investigate the importance of social media in building customer loyalty and thus ensuring customer retention in context of the hotel industry and Marriott hotel in particular.