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For example, consumers could get many suggestions about products and brands through the information on Internet, but they had no idea
how reliable the information was. However, according to Erkan & Evans (2016), the only reliable predictor of the information’s reliability
is the number of similar comments on the Internet. With the development of social media platforms, people began to communicate using
their names. Although electronic word-of-mouth continues to exist among anonymous individuals via online comments, social media has
given a new and pioneering viewpoint by allowing electronic word-of-mouth to exist among people who already know one another.
Stokburger-Sauer et al. (2012) and Torres et al. (2017) revealed that brand social advantages lead to recognition of consumer-brand, and
social media marketing activities can impact the extent to which consumers believe that their interactions with a company could establish
social connections. In addition, social media marketing efforts also enhance customers’ sense of the brand’s reflection on the inner self of
the consumers (Algharabat, 2017). Therefore, the purpose of this study is to identify the influence of social media marketing on the purchase
intention of telecommunication services.

2.3 CONSUMERS’ ENGAGEMENT WITH BRAND-RELATED SOCIAL MEDIA CONTENT
Engagement is key to social media phenomena (Baldus et al., 2015; Keller, 2016), and it is an important research topic (Maslowska et
al., 2016; Unal et al., 2017). Engagement can be broadly defined as “the interaction between individuals and the media” (Khan, 2017, p.
237). Consumers’ engagement with brand-related social media content (also known as social media engagement) is a metric that evaluates
a user’s interaction with brand-related information on social media instead of just simply interaction with the company. Furthermore, instead
of measuring engagement as a cognitive, affective, and behavioural construct, it examines engagement as a behavioural construct (Schivinski
et al., 2016).
Marketers may determine consumers’ social media interaction by using social media engagement. Schivinski et al. (2016) have described
consumers’ online brand-related activities as “a collection of online actions on the consumer’s part that are linked to a brand, and which vary
in the degrees of interaction and participation with the consumption, contribution and creation of media content” (p. 5). Consumption,
contribution, and creation are part of a three-dimensional framework for social media engagement. These elements have included a
consumer’s brand-related actions at all degrees of involvement, from low to high.
The passive enjoyment of published content without engagement is known as content consumption, such as accessing links, watching,
viewing photos, and reading. This level of brand-related activity represents the lowest level of consumer involvement on social media
(Mishra, 2019). Consumption occurs at the minimum level when the consumers view, watch, or read brand-related materials without actively
contributing or creating user-generated content (Schivinski et al., 2019).
User contribution is a multi-party interaction extending beyond traditional organizational and consumer relationships (Shawky et al.,
2020). It requires taking an active role in participating with existing content, such as liking or commenting on a post (Schivinski et al., 2016).
Due to its interactive nature, the consumer’s contribution to online brand-related activities has become more popular over time among
academicians and practitioners (Schivinski et al., 2016). Thus, consumer contributions are those consumers who “like” or “share” the content
related to the brand on social media. Meanwhile, creation is the most engaging use because it consists of posting the content created by the
user and related to the brand. Consumer-created content may stimulate other consumers to consume and contribute to social media platforms
(Schivinski et al., 2016). For example, when individuals share an image of their favourite brand on social media, they will represent a group
of consumers who builds that brand.

In conclusion, an example of engagement behaviors of consumption is viewing videos of a particular brand on YouTube channels. In
addition, an example of engagement behaviors of contribution is discussing advertisements on Twitter. Meanwhile, an example of
engagement behaviors of creation is when the consumers or individuals share the posting content of a particular brand on their social media
platforms. These engagement actions can be positively or negatively valenced (Schivinski et al., 2019). For the social media engagement of
the consumer, it is essential to be concerned that an individual may behave as a consumer, contributor, or creator of content for the same
brand concurrently or sequentially based on the circumstances (Schivinski et al., 2016). In addition, a user may play a role as a contributor
and consumer for two different brands. In general, these three forms of usage are considered important in generating positive brand or
business consequences, such as engagement, satisfaction, brand loyalty, purchase intention, and positive recommendations (Mishra, 2019;
Piehler et al., 2019). Therefore, this study aims to analyse the impact of consumers’ engagement with brand-related social media content
on consumers’ purchase intention of telecommunication services.

2.4 BRAND EQUITY
Since the 1990s, "brand equity" has become one of the major topics in the management of marketing (Lee et al., 2017), which is a critical
part of achieving competitive market benefit and differentiation (Iglesias et al., 2019). Brand equity is a crucial marketing performance
measurement (Davcik et al., 2015; Chatzipanagiotou et al., 2016). Brand equity is an essential component in business success, which
successful firms may generate many advantages (Davcik et al., 2015; Chatzipanagiotou et al., 2016). Brand equity is defined as a collection
of brand assets and liabilities associated with a brand, its name, and its symbol. These assets and liabilities will contribute or detract to the
value of the product or service provided to a firm or the firm's consumers. It has been applied in various ways throughout the literature
(Cardona et al., 2017; Tran et al., 2017; Martín et al., 2019; Tran et al., 2019). The term "brand equity" refers to a tool for evaluating
consumer-brand relationships (Chatzipanagiotou et al., 2019). Even though numerous definitions of brand equity have been established,
brand equity is generally acknowledged as the added value of goods due to previous brand investment (Kim & Lee, 2018). From the
consumer's perspective, brand equity is formed via connections (Khamitov et al., 2019).
According to Yang et al. (2015), electronic word-of-mouth affects brand equity significantly. Two of the most powerful indicators of
intention and positive word-of-mouth are brand equity and brand loyalty (Evgeniy et al., 2019). Besides, social media marketing efforts are

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