Capital Punishment Should Not Be - 2299 Words

Capital Punishment: To Be or Not to Be On Sunday, March 29, 2009, at approximately 10:00am, Robert Stewart, aged 45, entered the Pine Lake Rehabilitation and Nursing Center in the small town of Carthage, NC. As he moved through the halls, he gunned down nearly a dozen innocent victims. In the aftermath of his deadly rampage, Stewart left eleven victims, eight dead and three wounded. He had killed the most helpless victims, elderly nursing home patients, many who lay helplessly in their beds or sat bound in their wheelchairs. All of his victims, except one, were between seventy-eight and ninety-eight years of age, incapable of self-defense and in the final season of their lives. Undoubtedly, this was a heinous crime, the kind that forces one to question why. What would lead a man to commit such a horrible act? Is there any way to explain it? There is much speculation about Stewart’s motive, but in the grand scheme of things, what does it matter? Would any explanation make Stewart’s deed any less horrendous? No. The end result would be the same- innocent lives lost in a brutal attack, and families left behind, trying to make sense of it all. While some are asking why he did it, others are already contemplating Stewart’s fate. Of course, many are demanding death. The controversy comes as society strives to decide what that severe punishment should be. Should it be the death penalty? What is the death penalty? It is the killing of a person as punishment by judicial process.Show MoreRelatedCapital Punishment Should Be Abolished1137 Words   |  5 PagesThe case for capital punishment Topic: why capital punishment should continue General purpose: To argue Specific purpose: my main aim is to convince the audience that capital punishment should be upheld. In other, the advantages of capital punishment outweigh its disadvantages. Introduction Capital punishment is also known as death penalty and it has been in existence since time immemorial. Throughout history, the death penalty has been used to punish a number of crimes that include murderRead MoreCapital Punishment Should Be Allowed955 Words   |  4 PagesCapital punishment is execution, which can furthermore be identified as the death penalty, has been a hot topic in the public eye for a while. The question on lots of minds is whether it is acceptable for the state to terminate one’s life for the crime they have committed. A significant question that we will address is whether or not capital punishment should be allowed. By inquiring more information about this topic people should be able to formulate their own opinions on this debate. As I beganRead MoreCapital Punishment Should Not Be Legal950 Words   |  4 PagesCapital Punishment is still used in the United States, and there has been 152 people that has been released from death row since 1973. There has been many more people that were not released but executed and possibly innocent. Kantian ethics is the theory that says the moral actions are not determined by the consequences but by the right nature of the action. Capital punishment may be questionable with some cases of innocents, with that being said the use of capital punishment should only be usedRead MoreCapital Punishment Should Not Be Abolished901 Words   |  4 Pagesgovernment (â€Å"Capital Punishment in the United States†). Capital punishment is being debated all over the world whether it is murder or justice for the crime they have committed. Statistics show that murderers often kill again after releasement from prison. The Bureau of Justice gives relevant statistics pertaining to murderers who were released from prison: in 1994 40.7% of murderers were arrested for a new crime within three years of release (United States Department of Justice). Capital punishment shouldRead MoreCapital Punishment Should Be Leg al933 Words   |  4 Pagescontroversial issues in the country today is addressed in the question, should capital punishment be applied to minors and, if so how young it too young? Although, capital punishment has been a part of the United States for many years, the United States still have yet to figure out how to solve all its dilemmas and whether or not capital punishment should be administered to minors. Debates about the use of capital punishment for juveniles have grown increasingly intense, within the last ten yearsRead MoreCapital Punishment Should be Abolished883 Words   |  4 Pages Capital punishment is the punishment of death for a crime given by the state. It is used for a variety of crimes such as murder, drug trafficking and treason. Many countries also have the death penalty for sexual crimes such as rape, incest and adultery. The lethal injection, the electric chair, hanging and stoning are all methods of execution used throughout the world. Capital punishment ha s been around since ancient times; it was used in ancient Rome, and one of the most famous people to be crucifiedRead MoreCapital Punishment Should Be Illegal1536 Words   |  7 PagesCapital punishment is the planned taking of a legally convicted persons life. Convicted persons are put to death under certain guidelines; such as age, and the crime that was committed. Certain laws such as the â€Å"Effective Death Penalty Act of 1996† (Supreme Court Rulings), â€Å"New Terrorism Crimes and Penalties† (Death Penalty Statutes), and Violent Crime Control and Law Enforcement Act (Death Penalty Laws) ensure that only those who are convicted of either acts of terror, homicides, and other lifeRead MoreCapital Punishment Should Be Abolished1444 Words   |  6 PagesThe political issue that I choose is capital punishment. There are pretty much the same number of reasons why capital punishment should be nullified as there are reasons why we require it. It is a complex issue and it is practically impossible to point to any single argument as the most important. Overall 140 countries have now stopped using capital punishment. America s continued use of the death penalty just profiles us as a fierce and wrathful country and keeps us in the same class as Iran, NorthRead MoreCapital Punishment Should Be Legal846 Words   |  4 Pagesyou within minutes. Should this be legal, or should criminals have to live with their crimes? Capital punishment is the cause of many debates throughout the country. Some people believe that Capital Punishment should be allowed as it gives the victims families the closure they desperately require. Others, like myself, believe that those who do unspeakable crimes should have to live with that guilt in a 6-foot by 8-foot cement room. Also, the problem with Capital Punishment, is sentencing the wrongRead MoreCapital Punishment Should Be Eliminated1342 Words   |  6 PagesCapital Punishment should be eliminated in America The European influence on America gave way to the similarities between our cultures, including the death penalty. The first recorded execution in America was that of Captain Kendall in Virginia in 1608. Kendall was executed for being a spy, but at that the time capital punishment was used even for minor crimes. Fast forward 150 years to the Abolitionist Movement and we see Cesare Beccaria post an essay in 1767 declaring the state has no right to

Classification of Market Structure and Its Importance

CLASSIFICATION OF MARKET STRUTURE AND ITS IMPORTANCE INTRODUCTION In an economy, goods and services are produced for the ultimate satisfaction of the consumers. Therefore, all finished goods and services must be sold to the consumers. The process of exchange of these goods is essential. Thus, market is such a place where buyers and sellers gather in order to buy and sell a particular good or commodity. The term market refers not necessarily to a place but always to a commodity and the buyers and sellers who are not in direct competition with one another. CLASSIFICATION OF MARKETS Generally, the determination of price and output depends on the type the market. In a market, the products are produced, sold and†¦show more content†¦Under Perfect Competitionthe firm is in equilibrium at point M1, AR=MR=AC=MC. The equilibrium output is OQ2. On the other hand monopoly firm is in equilibrium point at M where MC=MR. The equilibrium output is OQ1. The monopoly output is lower than perfectly competitive firm output. Price Discrimination Price discrimination refers to the charging of different prices by the monopolist for the same product. He may charge different prices for different customers for the same product. Or in different markets, monopolist may charge differently. Price discrimination is possible only when elasticity of demand will be different in different markets. Where demand is inelastic they will charge higher price, low price where demand is elastic. –In some cases discrimination is legally sanctioned, for example railways charges different rates for the transport of coal and copper. MONOPOLISTIC COMPETITION Monopolistic competition refers to a market situation where there are mny sellers of a commodity but the product of each seller is not identical. No seller can have any perceptible influence on the price output policies of the other seller nor can he be influenced by their action. For example, if we go to buy a tooth brush, we can choose from wide variety including rubber grip and plastic grip, diamond shaped and rectangle shaped, zig zag shaped and many others. There are a large number of buyers and sellers. (buyers notShow MoreRelatedThe 4p Classification of the Marketing Mix Revisited1201 Words   |  5 PagesThe 4P s Classification of the Marketing Mix Revisited This article, addresses the prime classifications scheme in marketing, the 4P configuration of the marketing mix. The marketing discipline needs a strong classification of the marketing mix, not only to stimulate conceptual integration and purification of the discipline, but also for meaningful measurement of marketing mix efforts and their effects. Also, managers need a clear classification of all instruments at their disposal in orderRead MoreRetailing As A Career : India Essay1427 Words   |  6 Pagesin this sector, the importance of oral communication has increased. Because of these, the retail professionals have to increase their communication skill in oral, in order to become as a successful professional in retailing career. In signing sales and selling professional, the significant aspect is the oral communication skills. In all the industries, the entire hiring process involve the oral communication or the formal presentation. Oral communication has given much importance in retail sector becauseRead MoreBusiness Environment Past Papers1115 Words   |  5 PagesDefine and show an understanding of the terms ‘corporate aims’, ‘corporate objectives’ and ‘corporate strategy’. 1.1.2 Explain how objectives and aims might change through the life of a business: survival, break-even, growth, profit maximisation, market share, diversification. 1.2 Describe the human and other resources required by a business, and relate the resources to corporate objectives. 1.2.1 Describe the inputs required by a business: labour, suppliers, finance, land, management skillsRead MoreAction Adventures 21353 Words   |  6 Pages†¢ External forces and trends considerations: †¢ Legal and regulatory †¢ Global †¢ Economic †¢ Technological †¢ Innovation †¢ Social †¢ Environmental †¢ Competitive analysis †¢ Internal forces and trends considerations: †¢ Strategy †¢ Structures †¢ Processes and systems †¢ Resources †¢ Goals †¢ Strategic capabilities †¢ Culture †¢ Technologies †¢ Innovations †¢ Intellectual property †¢ Leadership †¢ Write a 1,400-1,750-word synopsis in which you analyze at least seven of the forcesRead MoreMarket Structures Of The Market1198 Words   |  5 PagesINTRODUCTION Market Structures are classified in term of the presence or absence of competition. When competition is absent, the market is said to be concentrated. There is a spectrum, from perfect competition to pure monopoly. Market structure is the physical characteristics of the market within which firms interact. It involves the number of firms in the market and the barriers to entry. Perfect competition, with an infinite number of firms, and monopoly, with a single firm, are polar oppositesRead MoreOligopoly: Monopoly and Firms1535 Words   |  7 Pagesâ€Å"to sell.† When â€Å"oligos† is used in the plural, it means â€Å"few.† Oligopoly is a market structure in which there are a few sellers and they sell almost identical products. A situation in which a particular market is controlled by a small group of firms.  An oligopoly is much like a monopoly, in which only one company exerts control over most of a market. In an oligopoly, there are at least two firms controlling the market. Read MoreWorkbook Exercise 1 : Property And The Economy1545 Words   |  7 Pagesmetropolitan CBD. High technology industrial properties, with large office contents, are more typically situated closer to CBDs in locations better served with public transport and sources of labour supply (Australian Property Institute, 2007). Sub Classifications There are four primary industrial real estate categories †¢ Manufacturing †¢ Flex †¢ Warehouse distribution †¢ Freight (DeLisle, J 2009) Local government and land use zoning plans in Australia recognise various sub categories of industrial land;Read MoreDesigning A Cost Classification Approach1087 Words   |  5 Pagescalculate cost or expenses, Mal Ltd should adopt a cost classification approach. Cost classification is the separation of costs or expenses into different categories. The main categories that is largely used in cost classification are direct and indirect costs which can be broken down into many different costs that are expensed in the business. Cost classification can improve a business in many ways. One of the main benefits is through cost classification, profits can be increased. This is done by havingRead MoreThe Evolution Of Sport Management1486 Words   |  6 PagesThe evolution of sport management Comparatively, the field of sport management is a rather new academic discipline (Chalip, 2006), which has faced some challenges in terms of justifying its importance in the academic world. Nonetheless, Chalip (2006) believes it was an unavoidable course for the evolution of sport management. Mullin (1980) defined the sport manager as follows: ‘A person whose job entails planning, organising, staffing, directing and controlling to be performed within the contextRead MoreThe Pin Factory1106 Words   |  5 Pagesorganizing and structuring of work. The relation will be described done by examining the division and specialization of labour, requirements that lead to the need for coordination, Horizontal and Vertical Differentiation required for coordination and how structure/hierarchy arises and if it is in fact needed. We can see that through the division and specialization of labour that Adam Smith’s pin factory is an example of a cottage industry transforming into a modern organization at the beginning of the

The Invention Of The Automobile Industry - 915 Words

Dan Rather once famously said that â€Å"Americans will put up with anything provided it doesn’t block traffic.:† There is a long and significant bond culturally in the United States (US) with the automobile. It has often been pictured in media as a staple of the middle class life, a sign of prosperity, and a symbol of freedom. The birth of the worldwide auto industry happened in the US. Cars in some form or another had already existed around the world but they were labor intensive to produce and without a supply the market considered them more of an interesting novelty than a must have product. Henry Ford revolutionized the nascent automobile industry with the development of the assembly line to mass produce the vehicles in the US to sell to the world. Since then the US has been one of the leading countries for the manufacture of automobiles until the 1970’s. Since then there has been a marked increase in global competition which has dropped the US to 3rd in annual production of vehicles for 2014 behind China and the European Union (EU). What could have caused this shift? In 2007 and 2008 the worldwide markets suffered a significant downturn resulting in two of the biggest US manufacturers Chrysler and GM to file for bankruptcy. They were immediately offered relief by the US government but the damage done highlighted just how shaky their footing was that they could not weather a recession. Today the average US autoworker makes just under $16 a hourShow MoreRelatedThe Invention Of The Automobile Industry Essay1150 Words   |  5 Pagesdefinitely the biggest invention on history changing the way humans transport. In the past, there were no vehicles and therefore people used to walk while only the few lucky had the privilege of enjoying a horse ride. There were also horse wagons which were made in order to increase the number of persons who could be carried (Lynn, 54). However, in the year 1907, Henry Ford invented the first car mo del which was referred to as T model, that allowed everyone to own a automobile. In this paper I willRead MoreThe Invention Of The Automobile Industry1450 Words   |  6 PagesBackground: One of the most innovative inventions of the 19th century was the invention of the automobile. It is clear that the automobile industry has changed the way people and goods travel. The industry basely existed until a man named Henry Ford made the automobile accessible to the public. He put into full motion what we now know today as the automobile industry. Henry Ford had both changed the automobile industry, as well as the manufacturing industry. Ford did this with the way he used theRead MoreThe Invention Of The Automobile Industry1622 Words   |  7 PagesThere is a well known proverb that applies to many industries that goes â€Å"Necessity is the mother of all invention,† but, when it comes to the automobile industry it’s hard to say necessity was the main driving force, as opposed to, say, money. The mechanics of an automobile, and most other power-based machines, revolve around the invention of the internal combustion engine in the early 1860’s and it’s later commercialized application; at first it was more of a luxury item but soon after investorsRead MoreThe Invention Of The Automobile Industry1302 Words   |  6 PagesThe automobile industry is said to have its beginnings dating to the 19th century. Gottieb Daimler and Wilhelm Maybach, of Germany, fitted their engine into a stagecoach in 1886 (Kin dersley, 2011, 10). They were both successful at creating the first four-wheeled, gas-engine vehicle. It reached a top speed of ten miles per hour. Each engine was still being fitted into stagecoaches (Kindersley, 2011, 10). The industrial revolution introduced a wide array of new ideas for the automobile. The ideas rangedRead MoreThe Invention Of The Automobile Industry1429 Words   |  6 PagesBefore we begin, let us first look at the history of the automobile to better understand the industry’s roots and its growth. Technological innovations have driven the automobile industry since the very first car was ever created. Utilizing the steam engine, Nicolas Joseph Cugnot was able to create the first vehicle capable of human transportation. Only 40 years later, Francois Isaac de Rivaz engineered an automobile that was powered by an internal combustion engine, using hydrogen as its fuel sourceRead MoreThe Invention Of The Automobile Industry1832 Words   |  8 Pagesworld pub lished in 1990 is an example of unity of purpose which created an alternate epistemology of the automobile industry for the discerning audience. It is a tightly knit teamwork of three senior managers of the IMVP led by Jim Womack, Daniel T. Jones Daniel Ross and a collective endeavor of several associates and advisors. The book offers a panorama of key concerns in automotive industry based on a research, which took place over a period of five years at a cost of $5 million dollars at MassachusettsRead MoreThe Invention Of The Automobile1051 Words   |  5 PagesThe Invention of the Automobile, A Turning Point in History One could argue that one of the best inventions of the 1900’s was the Model T Ford or Tin Lizzie. The invention of the automobile has certainly left an indelible mark on the American Society. Consequently, the automobile has become the center of an extraordinary industry with the assembly lines and mass production techniques. These elements have essentially revolutionized the automobile industry. The Model T Ford made car travel affordableRead MoreThe Automobile Industry Influenced The American Economy1012 Words   |  5 PagesIn 1769, the first automobile, a steam-powered carriage that would carry up to four people at two miles per hour, was created. Years pass as gasoline engines, wheels, and a steering device were added to the automobile, which began to make it useful but expensive (â€Å"The Invention of Automobiles†). They were hand-crafted at this time, therefore making it unaffordable. Until Henry Ford introduced the assembly line in 1913, automobiles remained expensive. His discovery of the assembly line turned theRead MoreInvention of the Combustion Engine1570 Words   |  7 Pagesinventors and engineers developed a practical, effective internal combustion engine that greatly affected the world. This paper will give opposing views on the background and analyze the effects it had on transportation and the environment. The invention of the internal combustion engine sprouted from the work of several engineers and inventors across Europe and into America. First, in 1859, Jean-Joseph Etienne Lenoir developed the first practical internal combustion engine which after many modificationsRead MoreThe Invention Of Automobiles : A Turning Point For Life852 Words   |  4 Pageswake up and go through his or her daily routines: showering, eating breakfast, and getting ready to go to work or school. Then they go outside or into the garage and get in their vehicle, one of the best inventions man has created. With a car almost anything is possible. The invention of automobiles was a turning point for life in America. Cars gave us the possibility of a brighter future by offering us quicker travels, relief of harsh elements, and the expansion of economic potential. Hundreds of

Social Media Marketing In Hospitality Industry-Myassignmenthelp.com

Question: Discuss about the Role of Social Media Marketing In Hospitality Industry. Answer: Introduction The current review of literature is premised on role of social media marketing in tourism industry. Considering the context of destination marketing, role of social media is being more profound in the contemporary world. With exponential growth of social media, both in the global and Australian market, the demand for understanding the role of social media in the operation of hospitality industry has been increased. Lifeline of the hospitality industry is people - who are perceived as consumers/customers by hospitality firms such as hotels and restaurants. Therefore, these organisations use a plethora of online marketing tools and techniques as a new marketing channel in order to connect with their customers. Conceptual Framework Figure 1: Conceptual Framework (Source: Created by learner) Critically analysing the Emergence of social media marketing In the last decade, the rise of social media has been a major socio-cultural revolution, coupled with significant economic outcomes. People have joined in different social media platforms and this has contributed to ballooning of those online communities. In opinion of Leung et al. (2015, p.149), such changes have enabled people to express their opinion on matters more effectively and instantly and this has changed landscape of marketing in the hospitality industry. In addition, Demographic factors such as age and gender, coupled with socioeconomic status have enhanced concept of customer relationship in the hospitality industry (Leung et al. 2013, p.5). Figure 2: Number of Facebook users in Australia from 2015 to 2022 (in millions) (Source: Statista.com, 2017) As of Jan 2017, there are 16 million active Face book users in Australia. Given the total national population of the country in 2017 was 24.3 million; approximately 65.8% of the Australian population is on Facebook. Apart from Facebook, Snapchat and Instagram have also rapidly increased their user base in Australia, 1 in every 5 Australian now use Instagram and 1 in every 6 Australian is an active user of Snapchat (Socialmedianews.com.au, 2017). Considering these statistics, the penetration of major social media in the Australian population can easily be surmised. Identifying the role of Social Media and Online Marketing Social media is considered an online application for online marketing and therefore hospitality brands seek to effectively utilise these platforms for building online communities consisting, loyal customers/consumers. As commented by Bowie et al. (2016, p.142), hospitality brands use social media platforms for two major purposes, a) building a new business model that incorporates a product-marketing channel and b) establishing a strong relationship with customers without encountering major obstacles in terms of time and place. Defining online community In context of hospitality industry, an online community can be defined as a group of people sharing their experiences through social media, expressing their opinions and providing necessary criticisms on services offered (Kim et al. 2015, p.170). Characteristics of online community From sociological perspective, Sigala et al. (2012, p.182) has characterised an online community through twelve elements. While the first six elements here highlight the need for individuals and the expectations of the communities, remaining six elements are associated with the success of community. Figure 3: Sociological Elements of an Online Community (Source: Sigala et al. 2012, p.183) Bowie et al. (2016, p.212) has characterised online community from operational as well as theoretical perspectives. From a theoretical perspective, core elements of an online community are the place, symbols and virtual. On another hand, operational characteristics here include a) people b) purpose and c) the policies. Figure 4: Reasons people visit online communities (Source: Bowie et al. 2016, p.210) Kim et al. (2015, p.170) have also characterised social media community through need of people to a) obtain information b) engage into transaction (economic and social) c) build new relationships and d) voice out opinions (positive and negative). Critically discussing the theories of social media marketing Participation of people in social media is contingent on shared purpose, characteristics and inherent purposes of the concerned communities. Therefore, participation of individuals on social media can be clearly underpinned through theoretical explanations. Economic theory Owing to the economic power and capability of affecting power relationships existing between marketers and customers, social media has gained significant popularity since its inception. From an economic perspective, marketers from hospitality industry perceive the entire population of a country as an aggregation of potential customers who can avail their offered services/products and thus benefit the respective organisations (Ng and Lien, 2015, p.668). In this context, resource-based model is an effective tool to understand the economic impact of social media on business. As mentioned by Sotiriadis and Van Zyl (2013, p.115), participants of social media generate consumer value when they are satisfied from the services offered and their gained benefits outweigh the expended resources. However, Kandampully et al. (2015, p.380) has criticised this economic perspective by pointing out that social media communities also have the power to relocate the balance of power from marketers to end customers thus sometimes consumer perception can determine the fate of a particular hospitality brand. Social Theory Two social theories namely social exchange theory and social identity theory are also applicable in this study for exploring the motivations of social media users and the impact of social media activities on the operation of hospitality industry. Figure 5: Social theories (Source: created by leaner) In the opinion of Sigala et al. (2012, p.177), social exchange theory emphasises on the mutually beneficial interactions taken place among people outcomes of which are beneficial for both involved parties. Guided by the expectation of receiving social rewards, individual continues to contribute to communities and they also expect reciprocal responses from other members of the community. These behaviours are utilised by social media communities created by hospitality brands by rewarding their members with different forms of gifts and rewards. However, Ng and Lien (2015, p.657) has pointed out that there is always a saturation point in terms of rewards and when that is reached, social media marketing cannot yield business growth anymore. Social identity theory helps to explain how individuals utilize their membership identities for obtaining respect and approval in the community. As per Lange-Faria and Elliot (2012, p.195), this theory encompasses cognitive, evaluative and affective elements. This element helps the marketers to create loyalty among their customers; lastly, the evaluative element assesses the value of an individual's membership in certain social community. Kim et al. (2015, p.167) has stated that when individuals perceive themselves as members of a specific community, they express loyalty to that specific community or brand and take active part in the activities initiated by the community. Zeng and Gerritsen (2014, p.28) has criticised effect of this theory by saying that at certain point of time it becomes virtually impossible for a marketer to acknowledge the identities of each and every member of the community and from such point of time deliberate negative opinions start to manifest. Critically evaluating methods of social media marketing Marketing through social media has immense influence on customers of hospitality industry and tactful marketing campaigns utilise this potent tool of digital world for their own benefit. As Bowie et al. (23016, p.177) have pointed out, today everyone has an opinion in almost every topic, and this is the particular spot where marketers of digital world have come to vendor their products or services, owing the growth of consumer culture both in Australia and all over the world. Barons and moguls of hospitality industry have ventured into social media for effectively increasing expanding their empire of business, through expensing comparatively lesser resources. Major methods of social media marketing, employed by such individuals include- Figure 6: Types of Social media marketing (Source: Created by leaner) Word-of Mouth (WOM) marketing - This type of marketing does not actually involve the direct participation of marketer, rather it is just the act of consumers broadcasting information about certain products or services to other customers. Sotiriadis and Van Zyl (2013, p.104) has mentioned that when people find a valid reason for talking about certain good and services, then involuntarily spread the information in the society. In this way, it becomes much easier for the marketer to let the goodwill take control of the marketing. Engagement marketing - the quest of every organisation runs in a cyclic process of acquiring new customers, growing lifetime value and converting them to advocates (Kandampully et al. 2015, p.380). However, in todays digital world, it has become increasingly hard to perform these tasks without encountering any hurdles. With the advent and commercial outbreak of social media, customer reality has undergone a rapid change, thus engineering a new market reality. In the new marketing reality, organisational power has shifted from sales to marketing and purchasing power now resides with buyers instead of seller. Leung et al. (2015, p.152) has defined engagement marketing as a special setup of marketing where people are engaged continuously as individuals, based on their needs, irrespective of their place and geographical position. Integrated campaigns - this type of marketing is an effective strategy where a specific brand can focus on the local communities and continuity to be benefited from the global corporate parent. eri? et al. (2014, p.150) has stated that such marketing offers a holistic approach in communication marketing and therefore ensures that consumers will engage with the marketer the way he wants to. As result, market gains better control through practicing integrated campaign. Despite the benefits received from integrated marketing, there are some downsides of it also. Leung et al. (2015, p.151) has argued that integrated social media marketing has the capability to contradict the brand messaging. Analysing the impact of social media marketing in hospitality industry Benefits Figure 7: Benefits of social media marketing in hospitality industry (Source: Created by leaner) With increasing usage of different social media marketing techniques and tools, Australian hospitality industry has experienced significant benefits from these activities. Firstly, guest booking experience has revolutionised owing to the use of social media. On a global perspective, roughly 148.3 million travel bookings are made annually through the internet, implying a staggering 557% of all travel bookings (Maxwell, 2017). Secondly, implementation of search engine optimisation (SEO) has enabled hotels and restaurants to source their customers from the locality and thus strengthen their foothold in the local market also. Thirdly, activity on the social media has enhanced the practice of destination marketing as people are more engaged in recommending and suggesting places to each other in online communities (Hays et al. 2013, p.215). Figure 8: Distribution of social media platform usage by businesses in Australia as of April 2016, by business size (Source: Statista.com, 2017 Limitations Despite benefits realised from the internet and social media marketing, marketers of hospitality insert should not redirect their customers to Facebook. In the opinion of Maxwell (2017), such act will prompt them to browse through their own notifications and thus jeopardize the entire motive of social media marketing. Another major drawback in this context is the negative word-of-mouth propagation. As Pfeffer et al. (2014, p.120) has pointed out, social media users are often found to creating online firestorms in response to any sensitive activity of incident. Gap in Literature One major gap identified in previous research is the exclusion of social factors in describing the impact of social media on the operation of social media. Despite the immense significance of social lamberts such as identity, interaction and group behaviour, previous research has overlooked this area for the sake of emphasizing only on the economic outcomes of social media activity. Therefore, the researcher has endeavoured to bridge this gap in the current study and thus produce a holistic approach on the research issue. Conclusion This chapter has presented a critical understanding of the literature associated with the role of social media marketing in hospitality industry. For this purpose, research has introduced the scope of social media marketing by defining the term online community' and explaining the characteristics of such communities in brief. After that, economic and social theories of social media marketing, along with their impact in hospitality industry have been penned down. Major methods of social media marketing have been outlined after that, following by benefits and negative impacts of social media marketing Reference list Cowling, D. (2017). Social Media Statistics Australia January 2017. SocialMediaNews.com.au, 1 February, [online], Available at: https://www.socialmedianews.com.au/social-media-statistics-australia-january-2017/ [Accessed 10 Aug 2017] Hays, S., Page, S.J. and Buhalis, D., (2013). Social media as a destination marketing tool: its use by national tourism organisations.Current issues in Tourism,16(3), pp.211-239. Inversini, A. and Masiero, L., (2014). Selling rooms online: the use of social media and online travel agents.International Journal of Contemporary Hospitality Management,26(2), pp.272-292. Kim, W.G., Lim, H. and Brymer, R.A., (2015). The effectiveness of managing social media on hotel performance.International Journal of Hospitality Management,44, pp.165-171. Lange-Faria, W. and Elliot, S., (2012). Understanding the role of social media in destination marketing.Tourismos,7(1). Pp.193-211. Leung, D., Law, R., Van Hoof, H. and Buhalis, D., (2013). Social media in tourism and hospitality: A literature review.Journal of Travel Tourism Marketing,30(1-2), pp.3-22. Maxwell, T. (2017). Simplifying Digital Marketing For Hotels. Forbes, 1 June, [online], Available at: https://www.forbes.com/sites/forbesagencycouncil/2017/06/01/simplifying-digital-marketing-for-hotels/#153f688c7b42 [Accessed 10 Aug 2017] Ng, E. and Lien, C.Y., 2015. Impact of social media in service innovations: An empirical study on the Australian hotel industry. InHospitality, Travel, and Tourism: Concepts, Methodologies, Tools, and Applications(pp. 656-671). Hershey: IGI Global. Pfeffer, J., Zorbach, T. and Carley, K.M., (2014). Understanding online firestorms: Negative word-of-mouth dynamics in social media networks.Journal of Marketing Communications,20(1-2), pp.117-128. Sigala, M., Christou, E. and Gretzel, U. eds., (2012).Social media in travel, tourism and hospitality: Theory, practice and cases. Farnham: Ashgate Publishing, Ltd. Statista.com, (2017), Distribution of social media platform usage by businesses in Australia as of April 2016, by business size, Available at: https://www.statista.com/statistics/650805/australia-social-media-presence/ [Accessed 10 Aug 2017] Statista.com, (2017), Number of Facebook users in Australia from 2015 to 2022 (in millions), Available at: https://www.statista.com/statistics/304862/number-of-facebook-users-in-australia/ [Accessed 10 Aug 2017] Zeng, B. and Gerritsen, R., (2014). What do we know about social media in tourism? A review.Tourism Management Perspectives,10, pp.27-36.