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and UGC have been initiated. For example, question and answer sessions, review columns, and quiz games. However,
their response is slightly passive than expected. The campaign, however, still successfully reached 301 Facebook users.
There also have been 3112 impressions, 190 acquired interactions, and around 60 likes during the intervention. Lastly, the
page's followers climbed from 514 to 533 persons, a 3.69 percent rise. About ten people during the intervention and more
after the period reached out to ask about products and store location to go by themselves. Thus, this proved that the
intervention strategy was a success for Top One Technology

5.2 RESEARCH IMPLICATION

5.2.1 Theoretical Implication

Theoretically, this research focuses on brand awareness and perceived quality as the dependent variables and user-
generated content as the independent variable. The focus was primarily to understand whether social media brand
communication can positively enhance the brand equity of electronic component retailers. The finding highlighted that
both the firm-created social media communication and user-generated social media communication have a positive and
significant influence on brand awareness and perceived quality. Moreover, through the survey, brand awareness also
significantly has a positive and significant effect on perceived quality.

Thus, the implication for this research is to extend the literature on electronic component retailers as the current
studies focus on food and beverage (Negoro & Alif, 2020) and clothing retailers (Nadeem et al., 2015). Other researchers
could test the validity and reliability by conducting the same research on different retailers or products and extend the
approach as the current research method is only limited to electronic components retailers. Besides, future researchers
could also continue and improve this study as information about this type of retailer is limited. Technology is growing
bigger and bigger day by day; therefore, studying the electronic components market is relevant and fundamental since it
is the essence of creating technology.

5.2.1 Managerial Implication

Meanwhile, the managerial implication is divided into two. First, the electronic component retailer could benefit
by applying the same strategies used by Top One Technology Sdn. Bhd. to their company's social media marketing
strategy. Furthermore, they would have better information on which strategies to be utilized to achieve the best result for
their company to achieve the social media marketing goals. The findings of this study indicate that there are positive
correlations between firm-generated content, user-generated content, brand awareness, and perceived quality. Thus,
marketers of electronic component retailers must pay close attention to these strategies and adjust their social media
material accordingly.

Second, Top One Technology Sdn. Bhd. could utilize the data collected and adjust their social media brand
communication strategies to fit the current local market preference and need. The result indicated that user-generated
content and firm-created content positively impact brand awareness and perceived quality. Therefore, working with these
content, marketers of Top One Technology Sdn Bhd. shall focus more on interacting with customers and encouraging
users to create content while tagging the company. For example, the company should encourage customers to review the
product they purchased in exchange for discounts and more. Hence, the firm could significantly benefit if they understand
their market needs, and in this case, customers prefer both contents from the firm and opinions or reviews from previous
customers.

5.3 LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCHERS

There are minimal limits or restraints which indicates that this study has inherent problems. To begin, widely
disseminating the survey via social media increases the possibility of misleading research results, as the researcher cannot be
certain that all respondents meet the required criteria (Kabir, 2016), which is to have liked any social media page about
electronic components products, given the market's niche nature. Additionally, blasting the questionnaire online causes a
massive disparity in the demographic survey results, such as full-time students, have a far greater frequency than others. Thus,
this study does not represent the entire population. As a result of these considerations, the conclusion is not generalizable.
Several suggestions may be made to improve future outcomes. It is recommended that future researchers personally distribute
the questionnaire to selected respondents, since this will build higher confidence in the study's validity. Particularly when it
includes a specialty business that is only recognizable to a small number of individuals, future researchers should ensure that
the survey is broadly spread rather than concentrated in a single location or field.

Additionally, this study employed only one sort of social media during the intervention, namely Facebook. It cannot
adequately describe the context of social media, as there are several other categories available. Additionally, because this study
collected data using a questionnaire, hence, it introduces a drawback because the standardized questionnaire yields quantitative
data, particularly for closed-ended items. The respondents' comprehension of the issue, their knowledge, and their responses
to surveys all influence the data's accuracy and reliability (Sue & Ritter, 2015). Suggestion for future researchers: using a
variety of social media platforms to assess the efficiency of various techniques is prudent. Finally, future

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