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Ozuem et al. (2016), and Christodoulides et al. (2012) that acknowledge there a positive relationship between user-
generated content with attitude and consumer behavior about a specific brand. Besides, the result shows that brand
awareness does positively affect perceived quality significantly. This result is supported by the findings of Zheng et al.
(2017), which recognized a good link between brand awareness and perceived brand quality. Brand awareness does
affect the consumers' impression of brand quality when they familiar with the brand.

To conclude, user-generated content and firm-created content are proven as significant factors that drive brand equity
of electronic component retailers in terms of brand awareness and perceived quality. Brand awareness or a sense of
familiarity allows the customer to have positive or negative perceptions or assumptions for the quality of the product. The
finding could be utilized by Top One Technology Sdn. Bhd. to improve their current social media strategy to fit the current
need of the audience, as stated through the survey result.

5.1.2 RO2: To implement marketing strategies that could increase the brand equity of Top One
Technology Sdn. Bhd.

The survey results found that both FCC and UGC positively and significantly impacted brand awareness and
perceived quality of electronic component retailers. It was also approved by the earlier researchers that UGC and FCC
have a significant influence on brand equity (Kim & Johnson, 2016; Alam & Khan, 2019). Figure 3 shows the timeline
and content create for Top One Technology Sdn. Bhd. Every content is constructed precisely to fit the research objective.
The consistent posting could create brand awareness (Simpson 2019).

Based on the survey result, brand awareness is related to perceived quality. Chi et al. (2009) indicated that when
brand awareness is high, consumers will evaluate their product as high quality from their previous experience. Thus, the
first post during the intervention was a poster to draw attention of new media appearance for Top One Technology Sdn.
Bhd. The poster introduced the company information to build brand awareness. Besides, a potential customer could
easily recognize the brand beforehand by giving prior information.

Besides, user-generated content could also affect brand perceived quality (Christodoulides et al., 2012). Perceived
quality is the judgment of the consumer's mind toward the company's product or services (Snoj et al., 2004). According
to Ozuem et al. (2016), user-generated content provides higher-order credibility than standard commercial communication
strategies. Hence, during the intervention, customers were encouraged to tag the company or send their product vlog or
anything they created using the product they bought from the company to be posted on the Facebook page, and through
this, perceived quality can be improved. Brand awareness was increased when customers indirectly promoted Top One
Technology Sdn. Bhd. through their social media. Furthermore, user-generated content also applied through engagement
in question-and-answer and comment sections. Dabbous and Barakat (2020) proved that engagement or interactivity
through social media was expected to improve brand awareness.

Moreover, the firm-created content positively impacts both perceived quality and brand awareness through the
survey. Thus, many types of firm-created content were produced during the intervention. For example, DIY Project,
product infographics, Did You Know? Series, Inspiration Video, Holiday wishes, and Invention video. The variety of
content could increase customer interest and brand awareness as attractiveness and entertainment significantly impact
brand awareness (Nguyen & Nguyen, 2020). Popular and relevant hash tag also was used on every post so that it could
distribute wider and reach a bigger audience. Meanwhile, high perceived quality could be obtained as posting about product
information and real-life picture through the market was created in Facebook of Top One Technology Sdn. Bhd.

5.1.3 RO3: To examine the best implemented marketing strategies that could increase the brand equity
of Top One Technology Sdn. Bhd.

Using the analytic tools, the intervention utilizing both firms-created content and user-generated content effectively
enhance brand awareness and perceived quality. The implemented marketing strategies that involving both user-generated
content and firm-generated content effectively increased the brand equity of Top One Technology Sdn. Bhd. There is a
significant increase in the Facebook page impression, engagement, and likes by 2900% compared to before the
intervention. Through these intervention strategies, Top One Technology Sdn. Bhd. can compare the two user-generated
content and firm-generated content to measure which one was more effective and should be focused on to be applied in the
company's social media marketing. Besides, using an existing platform such as Facebook allow Top One Technology to
connect with an existing and new audience. The existing social media platform is enhanced in comparison to before the
intervention. This way, it could improve brand awareness without costing more time creating a new channel or finding an
audience from the start. Through this intervention strategy, the importance of consistent posting and hashtags could also
be highlighted as Top One Technology Sdn. Bhd. had difficulties with consistent posting.

Moreover, after two months of intervention, Top One Technology Sdn, Bhd Facebook.'s page performance rose by
124.6 percent due to incorporating FCC and UGC into the company's social media content. The increasing number of
reaches boosted the company's brand awareness. The content that attracted more attention was a poster about company
operation information and a UGC short video of robot making. Various ways of reaching out to the audience using FCC

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