Project Plan: A Study of Brand Value and Social Impact Relationship

This project plan outlines a research project focused on the relationship between a company's brand value and its social impact, particularly concerning social media engagement. The research will utilize secondary data from Interbrand to analyze variables such as Facebook likes and Twitter followers to assess social impact. Scholarly articles discussing the link between social media and brand equity will be reviewed, with search terms limited to research after 2008. The plan includes a statement of the field of research, the source of secondary data, the research question, variables, and search terms, along with highlights from relevant scholarly articles.

Running head: PROFESSIONAL PROJECT 1
Professional project
Institution
Name

PROFESSIONAL PROJECT 2
The Relationship between the Brand Value of a Company and Its Social Impact
Field of research:
My field of profession is management and thus my research question will be related to this field
of study. It is important for managers to comprehend the relationship between the brand value of
their company and its social impact. This is main topic which I will dwell on in my research
project. In the current word of business, globalization has necessitated corporations to use social
media platforms in attempt to boost their overall brand value.
Source of secondary data:
Data set for this task will be retrieved from the following link: https://www.interbrand.com/best-
brands/best-global-brands/2017/ranking/.
Research question:
Data set available in this site can be used to answer various questions but in this case I will
concentrate on one of them: What is the relationship between the brand value of a company and
its social impact?
Variables:
Social impact is determined by an organization’s effect on various social media platforms such
as Facebook and Twitter. Various variables will be discussed such as total page likes on
Facebook, people talking about the brand on social media, and the number of followers on
Twitter.
Search terms:
I will use phrases like “brand value” and “social impact” and limit the literature to 2008, which is
when usage of social media by organizations became rampant.
Brief highlights on three scholarly articles
Fueller, Schroll, Dennhardt, & Hutter, (2012) conducted a quantitative study which aimed at
demonstrating the relationships between the social brand value and the role of social media.
Alam, & Khan, (2015) on the other hand, carried out a methodical review of social media and
brand equity research with an objective of providing a hypothetical analysis of the impact of
social media on brand equity. Skute (2014) investigated two industry leading information
technology (IT) and business analytics software and services suppliers to address the concept of
brand engagement on the brand’s social media equity and co-creation prospective enhancement.

PROFESSIONAL PROJECT 3
References
Alam, M. S., & Khan, B. M. (2015). Impact of Social Media on Brand Equity: A Literature
Analysis. AIMA Journal of Management & Research, 9(4), 1-12.
Fueller, J., Schroll, R., Dennhardt, S., & Hutter, K. (2012, January). Social brand value and the
value enhancing role of social media relationships for brands. In System Science (HICSS),
2012 45th Hawaii International Conference on (pp. 3218-3227). IEEE.
Skute, I. (2014). Brand equity and co-creation potential in the social media environment: An
analysis of brand engagement with community influencers (Bachelor's thesis, University
of Twente).