Page 217 - MARSIUM'21 COMP OF PAPER

electronic component retailers. Figure 2 shows the marketing strategies used during the intervention for Top One Technology
Sdn. Bhd. using the findings from survey. Firstly, a weekly schedule was fixed for posting on Facebook page of Top One
Technology Sdn. Bhd. Further, FCC included soft selling, hard-selling, posters, video, and trendy product and non-product
content was created. Furthermore, users were encouraged to create UGC via customer reviews in the post, tag, or reposting
audience content. Beside using the contests and challenges, the UGC strategy also included creative engagement such as polls
and pop quizzes. Then, Facebook users were invited to interact and engage through question-and-answer session, and comment
section. According to Sashi (2012), when relationships between seller and buyer become stronger, it leads to new relations
and interactions, creating a virtuous customer engagement cycle. Through personal interaction and engagement, consumer
perception of the product could be obtained whether it is good or not. As explained by Cambra-Fierro et al. (2021),
engaged consumers would not hesitate to provide product feedback online. This kind of feedback is more trustworthy, readily
retained, and compelling than company-controlled communications (Huerta-Álvarez et al., 2020). Xia et al. (2019) stated that
consumers' psychological processing and perception of products might change because of online interaction. Lastly, the
effectiveness of the strategies was measured using Facebook insights to monitor engagement and reach number. As suggested
by Costopoulou et al. (2019), the Facebook analytic tool can effectively examine company Facebook pages quantitatively and
help business owners to enhance their social media strategies.

Figure 2: Intervention strategies

After examining the company's present social media, a posting plan for the first week was established. A discussion
with the store manager was conducted on the intervention. To bring public attention to the page, an announcement about a
social media revamp was designed and posted on the Facebook of Top One Technology Sdn. Bhd. Furthermore, a poster about
the company background was posted in week 2. My-Robot Taman Universiti Sdn. Bhd. is part of Top One Technology Sdn.
Bhd, therefore, the achievement of the robotics center such as Singapore's robotic competition was reposted on the Facebook
of Top One Technology Sdn. Bhd.

A short video about a do-it-yourself project was also posted to highlight how an electrical component works and
how much fun it can be. In week 3, product-related contents, such as a video on how to create a small electrical tester, was
published, and Facebook users were informed that they could purchase all the components from Top One Technology Sdn.
Bhd. and try the hack themselves. UGC was started in week 3 when the posting requested the audiences to submit a creative
video or picture using electrical components bought from Top One Technology Sdn. Bhd. UGC is important to boost the
consumer perceived quality since reviews or content from other customers is more trustworthy. In week 4, Top One
Technology Sdn. Bhd. was tagged in a video that was later re-posted. A video with relevant content regarding an electrical
component was also posted in the week. The audiences were encouraged to comment, tag, and repost in week 5 to increase
engagement and reach to wider Facebook users. A video from an audience was shared on the Facebook page, using a
product graphic to depict many types of diodes sold by the company. In week 7, question-and-answer section was created to
reply to customer queries concerning electrical components offered by Top One Technology Sdn. Bhd. In week 8, a new video
of the product was released, along with a poster with feedback and criticism to increase the perceived quality of product and
services. Finally, in week 9, a holiday greetings poster was released, together with an interactive quiz game to test the
followers’ knowledge about electrical components.

11

195