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After 2 months of intervention, Facebook page performance of Top One Technology Sdn. Bhd. was increased by
124.6 % after integrating FCC and UGC into the company's social media content. The brand awareness of the company was
enhanced through the increased number of reaches. The content reaching the most audience was the content that was purposely
pinned using company introduction posters with 166 Facebook users. The total reach was recorded as 301 Facebook users (see
Figure 4).
.
Meanwhile, the number of impressions is 3112 in total. Besides, the page also received 190 engagements and around
60 likes during the intervention, with an increase of 2900 % compared to the past two months. The page followers also
increased from 514 to 533 people with an increase of 3.69 %. Clearly, FGC and UGC have positive impact on social media.
Moreover, perceived quality was improved. Through UGC, it demonstrated the product's functional value, such as its
convenience, availability, and ease of use (Harrison, 2010). Xie et al. (2019) stated that functional value does affect perceived
quality and according to Stylidis et al. (2020) perceived quality indicates the product's attraction to the buyer or have intention
to purchase it. Thus, as result around 10 customers interested and reached out through the messenger to ask about products
and the store location. Meanwhile, two audience re-post the content about product introduction in their personal page, resulting
in three new followers proved that the intervention improved perceived quality as audience are attracted to buy the products.
However, FCC generally attracted and reached more audience compared to UGC contrary to the survey finding. In term of
engagement UGC on average had higher engagement compared to FCC. Lastly, it is also found that short video had higher
engagement compared to a long video.

Figure 4: Facebook page reach for two months

⬛ 5.0 DISCUSSION AND CONCLUSION
5.1 RESEARCH OBJECTIVE DISCUSSION

5.1.1 RO1: To identify the factors that drive the brand equity of electronic component retailers

The results found that social media brand communication have positive and significant influence on brand equity
of electronic component retailers. This finding is aligned with Schivinski and Dabrowski (2015). First, the results show
that a positive evaluation of firm-created social media brand communication positively and significantly influences brand
awareness. The result is consistent with previous study of Hutter et al. (2013), there is a strong influence of brand page
content on brand awareness. Moreover, Barreda et al. (2015) found that the social media brand communication strategies
could leverage interaction, system quality, and content quality to promote brand awareness.

Second, a positive evaluation of user-generated social media brand communication positively and significantly
influences brand awareness. This is consistent with the findings of Schoenmueller and Schäfer (2012), Bashir, Ayub and
Jalees (2017), and Khajuria (2018). Clearly, the better the evaluation of user-generated content in social media, the greater
the brand's awareness. Moreover, the result also indicates that a positive evaluation of firm-created social media brand
communication could positively and significantly influences perceived quality. The result is aligned with previous studies
of Durmaz et al. (2018), Nisar and Prabhakar (2018), which highlighted that there is a significant correlation between
consumers' perception of a brand image and perceived brand quality.

Furthermore, result shows that a positive evaluation of user-generated social media brand communication
positively and significantly influences perceived quality. This result supported the study by Daugherty et al. (2013),

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