BUSN20019: Professional Project & Literature Reviews - Project Proposal - Assignment Help

Internal Code: 1IDGH

Professional Project & Literature Reviews

Task: In the last part of the twentieth century, marketing has emerged and expanded in many ways. The world has experienced service marketing (Zeithaml & Bitner, 2000), business-to-business marketing (Mudambi, 2002), social marketing (Andreasen, 2006) and brand management (Shu-pei Tsai, 2011). Even with the mass expansion, marketing still keeps its function in every business, which is “directly connected to the company’s long-term performance” (Karlícek, & Drábik, 2012) and brand value. In the globalisation era, marketing in every business is harder and much more challenging (Oana & Zvan, 2009), it pushes companies to seek new channels online, mostly on social media. The most favourable channel in recent years is Facebook because of its effectiveness and cost-saving. Even though there is a lot of information about Facebook marketing, there is no research on the correlation between video content in Facebook marketing strategy and brand value. This paper will investigate the concept of Facebook marketing, video marketing, the correlation between quantity of videos shared, quantity of interactions, quantity of shares on Facebook and the brand value of top 10 Australian companies. The existing literature review will be critically analysed and fields of future research will be presented to show the research gaps in the existing studies. According to Kaplan and Haenlein (2010), social media is a group of Internet-based applications built on Web 2.0 which “allow the creation and exchange of User Generated Content”. In more simple terms, it is the source of online information that is created by any one, either consumers or companies (Mangold & Faulds, 2009). Social media comes in many forms: forums, email, rating websites blogs, and social networking websites (Mangold & Faulds, 2009). In these social media, the most popular one is Facebook. Video marketing in the digital marketing context is “all uses of video contents to promote a brand, product or service” (Bertrand, 2013). Videos can be used for many purposes, including advertising, showcasing products and services, and educating. These videos will be played on TV, big screen of the stadium, or posted on websites, YouTube and Facebook’s fan page.