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SOCIAL MEDIA BRAND COMMUNICATIONS STRATEGIES TO ENHANCE

BRAND EQUITY OF TOP ONE TECHNOLOGY SDN. BHD.

Fitri Nurliza Binti Syapri, Dr. Thoo Ai Chin

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: fnsyapri@graduate.utm.my

Abstract

Social media is booming massively, and it has become part of billions of people’s daily lives around the
world. Hence, many firms use social media platforms to reach a bigger audience and increase brand equity.

In Malaysia, many companies take the opportunity of leveraging social media communication into their
business model. However, some electronics component retailers rarely use the social media for marketing.

Top One Technology Sdn. Bhd., a small company selling electronics parts, is facing a challenge in

promoting its brand to the local and online community. Thus, this study aims to investigate factors to
increase brand equity (brand awareness and perceived quality) via social media brand communication for

electronic component retailers. Using the results of survey, this study designed marketing strategies to

enhance the brand equity of Top One Technology Sdn. Bhd. This study adopted a quantitative research
method to investigate the relationships between social media brand communication, brand awareness, and

perceived quality of electronic component retailers. A questionnaire as the survey instrument was used to
gather primary data from respondents online using Google Forms. Purposive sampling was used to collect

data from Facebook users who had liked any social media brand page of electronic components in
Malaysia. The sample size for the study is 150. Statistical Package for the Social Sciences (SPSS) software

was used for data analysis. The findings indicated that firm-created content (FCC) and user-generated

content (UGC) positively and significantly influence brand awareness and perceived quality of electronic
component retailers. Moreover, brand awareness also has a positive and significant influence on perceived

quality. An intervention was conducted using the results of survey for Top One Technology Sdn. Bhd.
The postings using creative images, videos, and posters related to both FCC and UGC were uploaded on

Facebook page of Top One Technology Sdn. Bhd. The results of intervention showed a positive increase

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