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Field of research
The social media integration operations help an organization in maintaining the
efficiency of making the targeted range of customers aware of the processes. In this relation, the
social media platforms influenced the customer buying behavior through enhanced brand image.
However, there are different issues that might be faced by the Commonwealth Bank while
utilizing the social media platforms based on the negative- word of mouth. Irrelevance of the
content might affect the capabilities of the organization in retaining the trust of the loyal
customers towards the organizational operations. In this relation, the research will identify the
impact of the social media utilization by the Commonwealth Bank on the brand image of the
same.
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 and the Facebook fan pages of the Commonwealth Bank and ANZ.
The utilization of the secondary sources and the comparison that is made by the same will be
helping to identify the significance of social media and the manner in which it affects the brand
image of the Australian businesses.
Research question
The research will aim at delineating the different impacts of the social media utilization
by the Australian companies on the brand image of the same. The research will assess the quality
of the video contents that are posted by Commonwealth Bank and ANZ of Australia in the

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Facebook fan pages. The identification of the relevancy of the contents and the manner in which
it affected the capabilities of the organization will be enumerated as a part of the research.