BUSN20019 Assessment 1: Brand Image Communication through Social Media

This project examines how social media marketing can be utilized to communicate and enhance a company's brand image. It explores the concept of brand image, defined as customers' perceptions of a brand, and identifies factors crucial for effective communication through social media. The research investigates the role of social media platforms, including Facebook, Twitter, and YouTube, in promoting brand image and analyzes secondary data sources and peer-reviewed articles to support its findings. The project addresses the research question: "How can brand image be communicated via social media marketing?" and highlights the importance of social media marketing in enhancing brand value and awareness. The project incorporates keywords such as branding, brand equity, brand awareness, and social media, and references relevant academic articles. The project fulfills the requirements of Assessment 1, Step 1, which includes a single-page project plan, and the student must complete a 3-minute tutorial presentation before submitting the assessment.

Running head: HOW CAN BRAND IMAGE BE COMMUNICATED VIA SOCIAL MEDIA
MARKETING?
How can brand image be communicated via social media marketing?
Name of the Student
Name of the University

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HOW CAN BRAND IMAGE BE COMMUNICATED VIA SOCIAL MEDIA MARKETING?
Table of Contents
Field of Research.............................................................................................................................3
Secondary data source.....................................................................................................................3
Research question............................................................................................................................3
Keywords.........................................................................................................................................4
Peer-reviewed articles......................................................................................................................4
References........................................................................................................................................5

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HOW CAN BRAND IMAGE BE COMMUNICATED VIA SOCIAL MEDIA MARKETING?
Field of Research
The purpose of research is to examine how social media can help in branding and
marketing of company. In this research, concept of branding will be evaluated with relate to
company brand name (Jokinen, 2016). Brand image refers to customers’ perception regarding a
brand in the market. This research will identify various factors by which brand image can be
communicated in the market. Social media has played an important role in communicating brand
image to customers (Do & Khuu, 2018).
Secondary data source
https://www.theseus.fi/bitstream/handle/10024/105658/Jokinen_Tomi.pdf?sequence=1
This secondary source link will be taken as data source related to how can brand image
be communicated via social media marketing. All factors included in enhancing brand image by
utilizing social media marketing will be critically analyzed (Tsimonis & Dimitriadis, 2014).
Research question
The research question is as follows:
How can brand image be communicated via social media marketing?
This question will help in analyzing factors involved in social media marketing for
communicating brand image. This questions will focus on the importance of social media
marketing in enhancing the value of brand image in the market. Different social media platforms
including Facebook, Twitter and YouTube will be critically analyzed that will help in promoting
brand image in the market (Ashley & Tuten, 2015).

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HOW CAN BRAND IMAGE BE COMMUNICATED VIA SOCIAL MEDIA MARKETING?
Keywords
Branding, Brand equity, Brand image, Brand awareness and Social Media
Peer-reviewed articles
The three peer reviewed articles are as follows:
 https://www.tuas.fi/media-en/filer_public/2015/01/05/
brand_strategies_in_social_media.pdf
 http://hamkarfile.ir/up/1650.pdf
 https://fardapaper.ir/mohavaha/uploads/2017/10/Elements-of-strategic-social-media-
marketing.pdf
All of these three peer reviewed discusses about utilization of social media marketing as a
tool to enhance brand image in the market.

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HOW CAN BRAND IMAGE BE COMMUNICATED VIA SOCIAL MEDIA MARKETING?
References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Do, P. H. U. O. N. G., & Khuu, V. Y. (2018). The Effects of Email Marketing on Customer
Loyalty: A Survey of Young Vietnamese Consumers.
Jokinen, T. (2016). Branding in Social Media and the Impact of Social Media on Brand Image.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence
& Planning, 32(3), 328-344.