BUSN20019 Project Plan: Social Media Usage & Brand Image Impact

This document presents a student's project plan focusing on the impact of social media usage on brand image, specifically within the context of Australian companies like Commonwealth Bank and ANZ. The plan outlines the field of research as social media-based video marketing strategies, detailing the use of secondary data from sources like the Australian Bureau of Statistics, peer-reviewed journals, and company reports. The core research question explores how social media integration affects the brand image of these banks. The plan also identifies relevant search terms and references five articles related to social media's influence on brand image, consumer behavior, and e-commerce. This project plan is designed to investigate the correlation between social media activity and brand value.

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

1IMPACT OF SOCIAL MEDIA USAGE ON THE BRAND IMAGE
1. Field of research
The field of the research is based 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 the utilization 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.

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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-mouth dynamics in social media networks. Journal of Marketing
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. In meeting of Australian and New
Zealand Marketing Academy Conference. Auckland, New Zealand.

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