Online marketing: The impact and influence of customers reviews in online social networks, in the consumer's decision making process when choosing a hotel in London

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ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 01: INTRODUCTION1

Background of the Study1

Hotel Industry in London2

Online Marketing Industry2

Aims and Objectives3

Research Questions3

Significance of the Study4

CHAPTER 02: LITERATURE REVIEW5

Influence of consumer reviews on Decision making5

Social Media and Consumer Decisions6

CHAPTER 03: RESEARCH METHODOLOGY8

Overview of Quantitative Research Approach8

Research Method and Design Appropriateness8

Research Process8

Informed Consent9

Confidentiality9

Validity10

Reliability11

Data Analysis12

REFERENCES13

CHAPTER 01: INTRODUCTION

Background of the Study

Information is very important nowadays. It is said that we are living the edge of the information. News, reports, consumers opinions have found a platform where can be easily shared and published. The Internet allows anyone to be his own journalist, or report experiences about companies or products. Even to publish secret information, as it was the case of wiki leaks.

But now, searching for relevant and credible information on internet can be challenging, depending on the situation. This is called intoxication. Too much information that has to be verified to see if is credible. This situation it is important for many companies, as the information published can impact in the image and sales of the company. We can say that online communication has had an impact on consumer choice, through social networking and forums, where information is shared with other customers about products or places them would like buy or visit.

The importance of social networks in the promotion of products and services through the recommendations of the consumers and their experience is limited but we saw how online communities in the Arab world got together to protest against his government, and how recently, looters joined through social networks to loot areas in London

Hotel Industry in London

The hotel industry in UK has a turnover of 90 billion pounds and has a contribution of 46 billion pounds to the economy of UK. The significance and the size of the hotel industry in UK cannot be questioned. According to the BHA's publication Economic Contribution of the UK Hospitality Industry, it is observed that in the year 2010, the UK hospitality industry is the fifth largest in the world over. The industry has around 2.4 million people working in the industry. There are around 45800 hotels in UK, with an annual turnover of 40 million pounds. (British Hospitality association) and almost two-thirds of them are independent hotels.

It is obvious that hospitality industry is considered to be one of the crucial pillars of the economy of ...