This research aims to investigate the impact of social media usage on the brand image of Commonwealth Bank and ANZ in Australia. It will analyze the effects of social media integration on the operations and consumer behavior of these organizations.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Running head: IMPACT OF SOCIAL MEDIA USAGE ON THE BRAND IMAGE IMPACT OF SOCIAL MEDIA USAGE ON THE BRAND IMAGE Name of the student Name of the university Author note
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
1IMPACT OF SOCIAL MEDIA USAGE ON THE BRAND IMAGE 1. Field of research The field of the research isbased on my experience on the video marketing in social media and the manner in which it affected the brand image of the Australian companies. I have a background on the social media and creative arts, which has helped me in delineating the manner in which theutilization of social media might affect the brand name of Commonwealth Bank and ANZ in Australia. 2. Source of secondary data The data for the research will be collected through three secondary sources, which are Australian Bureau of statistics (http://www.abs.gov.au/), peer reviewed journals on impact of social media on brand image,Facebook fan pages of Commonwealth Bank, Facebook fan pages of ANZ, company reports of Commonwealth bank and ANZ in Australia. 3. Research question How does social media integration affects the brand image of Commonwealth Bank and ANZ in Australia? The research will aim at identifying the different impacts of the social media integration of the Commonwealth Bank and ANZ. It will also delineate the manner in which it affected the brand image of the same. The different changes in the operations are dependent on the smooth functioning of the systems in accordance to the specific needs of the organization.
2IMPACT OF SOCIAL MEDIA USAGE ON THE BRAND IMAGE 4. Search terms The search terms that will be utilized during the research are Social media integration, brand image, Commonwealth Bank in Australia, ANZ in Australia and Facebook marketing. The searches will be filtered within the year ranging from 2013- 2019. 5. Five articles Shen and Bissell(2013) stated in a research that the effective utilization of the social media platforms through the utilization of p4rsuasive mechanisms helps an organization in maintaining the efficiency of the operations. On the other hand, Pfeffer,Zorbach and Carley (2014) argued that the social media integration and negative word of mouth affects the rand image drastically. However, Hudson and Thal (2013) stated that the social media int4egrationm helps an organization in influencing the consumer buying behavior. Abed,Dwivedi and Williams(2015) stated that the development of the social media international process helps an organization in facilitating e-commerce trade. Moreover, Thaichon,Quach and Lobo(2013) also stated that the development of the social media platforms help an organization in developing the resources for growth.
3IMPACT OF SOCIAL MEDIA USAGE ON THE BRAND IMAGE References Abed, S. S., Dwivedi, Y. K., & Williams, M. D. (2015). Social media as a bridge to e-commerce adoption in SMEs: A systematic literature review.The Marketing Review,15(1), 39-57. Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing.Journal of Travel & Tourism Marketing,30(1-2), 156-160. Pfeffer, J., Zorbach, T., & Carley, K. M. (2014). Understanding online firestorms: Negative word-of-mouthdynamicsinsocialmedianetworks.JournalofMarketing Communications,20(1-2), 117-128. Shen, B., & Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding.Journal of Promotion Management,19(5), 629-651. Thaichon, P., Quach, T. N., & Lobo, A. (2013, December). Marketing communications: Factors influencing brand loyalty of internet service provider. Inmeeting of Australian and New Zealand Marketing Academy Conference. Auckland, New Zealand.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser