BUSN20019 Project: Analyzing Social Media's Impact on Brand Image

This project plan and proposal examines the impact of social media utilization on brand image, specifically focusing on Australian companies like Commonwealth Bank and ANZ. The research, part of the BUSN20019 unit at CQUniversity, utilizes secondary data from sources such as the Australian Bureau of Statistics and Facebook fan pages. The research question aims to delineate the effects of social media on brand image, assessing video content quality and its relevance. The project seeks to identify the correlation between increased video content on Facebook fan pages and changes in brand value, analyzing data from top Australian companies. The methodology involves analyzing publicly available raw secondary data, including brand value reports and social media metrics, to understand how digital proficiency influences brand value within the luxury goods sector. This project is a practical and written assessment, building upon previous research skills acquired during the student's Master's course.

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Name of the student
Name of the university
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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.