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Social Media and Branding: A Case Study into Four Seasons Hotel Vancouver (2018)

Social Media and Branding Dissertation – Social media has seen tremendous growth and use in the recent past. It is one of the most significant inventions of the 21st century. It is composed of a collection of different online tools that facilitate virtual communication and interaction. In light of the rapid interest on the social media use among individuals and companies, the hospitality industry has sought to use it to market their products and services as well as interact with their potential and existing customers.

This study endeavored to evaluate the impact of social media on brand perception and equity. Three intents were established to give the research guidance and proper structure: first, to review the existing conceptual models related to the impact of social media on branding. Second, the role of reference groups on consumers and finally to determine the ultimate strategies requisite for improvement of sales and brand reputation in the hospitality industry with Four Seasons Hotel as the case study.

A sample study that involved 20 customers as respondents was conducted and the results showed a significant influence of social media on brand perception whose responses were analyzed to come up with proper and feasible recommendations for the hospitality industry. The results also exhibit an untapped potential in the enhancement of brand equity by the businesses in the hospitality industry.

Dissertation Objectives

  • To assess theories and representations of social media marketing approaches and evaluate the applicability they have to the branding of the hospitality industry
  • To investigate on how social media can be used to build and manage branding image in Four Seasons Hotel with the use of primary research methods
  • To assess the adeptness of social media on branding by the Four Seasons Hotel Vancouver
  • To establish and provide a recommendation on the various strategies social media can be used in enhancing brand equity
  • 10,000 words – 38 pages in length
  • Excellent use of literature
  • Good analysis of subject area
  • Well written throughout
  • Includes survey questions
  • Ideal for international marketing students

1 – Introduction
Background of the Study
Aim of the Study
Objectives of the Study
Research Questions
Rationale for the Study
Purpose of the Study
Case Study
Scope and Limitations of the Study

2 – Literature Review
Conceptual Clarifications
History of Social Media
The impact of Word of Mouth through Social Media Sites
The role of Opinion leaders and seekers on social media sites
Hospitality Industry and Social Media

3 – Methodology
Research Philosophy
Research Approach
Research Strategy
Time Horizon
Data Collection Methods
Ethical Considerations
Strength and Limitations of the Methodology

4 – Findings and Analysis
Data Analysis Method: Thematic Analysis
Research Findings

5 – Conclusion and Recommendations
Recommendations
Directions for Further Studies
Summary

References

Appendix
Survey Questions

 

Social Media and Branding Dissertation
Social Media and Branding Dissertation

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