Page 222 - MARSIUM'21 COMP OF PAPER

researchers should consider including additional data collection methods, such as personal interviews and site visits, in addition
to the survey questionnaire. The open-ended question enables responders to express themselves and clarify their reasoning.

⬛ 6.0 CONCLUSION
In conclusion, this study investigated the factors that drive the brand equity of electronic component retailers and
implemented social media brand communication strategy for Top One Technology Sdn. Bhd. Through the findings it is proved
that that FCC and UGC have a significant positive influence on brand awareness and perceived quality. Furthermore, the UGC
is the biggest predictor for both brand awareness and perceived quality. Thus, electronic component retailers are advised to
utilize FCC and UGC and alter their social media content accordingly. There are a few recommended techniques that leverage
the FCC method, such as soft selling, hard selling, posters, and video. Furthermore, UGC may be included into postings
through reviews, tagging, or reposting audience material. Personal engagement and involvement may reflect consumer
impressions of a product. While the findings of this study may add to the body of knowledge on social media brand
communication, they cannot be generalized. Because the accuracy and reliability of the data are influenced by the respondents'
comprehension of the issue, their degree of competence, and their responses to questionnaires. As a result, it is recommended
that researchers use a range of social media platforms to evaluate the efficacy of various strategies toward respondents to boost
the validity. Finally, it is suggested to utilize the Facebook statistics, especially engagement and reach, to assess the success
of the techniques.

REFERENCES

Abutabenjeh, S., & Jaradat, R. (2018). Clarification of research design, research methods, and research methodology: A guide
for public administration researchers and practitioners. Teaching Public Administration, 36(3).
https://doi.org/10.1177/0144739418775787
Acharya, A. S., Prakash, A., Saxena, P., & Nigam, A. (2013). Sampling: why and how of it? Indian Journal of Medical
Specialities, 4(2). https://doi.org/10.7713/ijms.2013.0032

Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Shuib, N. L. M. (2015). Factors influencing the use of social media
by SMEs and its performance outcomes. Industrial Management and Data Systems, 115(3).
https://doi.org/10.1108/IMDS-07-2014-0205
Alam, M. S., & Khan, B. M. (2019). The Role of Social Media Communication in Brand Equity Creation: An Empirical Study.
The IUP Journal of Brand Management, XVI(1).
Almestarihi, R., Al-Gasawneh, J. A., Al-jabali, S., Gharaibeh, M. K., Odai, E., & Nusairat, N. M. (2021). The impact of social
media marketing on brand equity: A systematic review. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(6).
Anderson, S. F. (2019). Best (but oft forgotten) practices: Sample size planning for powerful studies. American Journal of
Clinical Nutrition, 110(2), 280–295. https://doi.org/10.1093/ajcn/nqz058

Anselmsson, J., Burt, S., & Tunca, B. (2017). An integrated retailer image and brand equity framework: Re-examining,
extending, and restructuring retailer brand equity. Journal of Retailing and Consumer Services, 38.
https://doi.org/10.1016/j.jretconser.2017.06.007

200