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of linear regression with p-value of 0.00. The findings found that there are positive and significant relationships between the social media
marketing efforts, consumers’ engagement with brand-related social media content, brand equity, and purchase intention of the
telecommunication service. As shown in Table 4, p-value for SMM toward CBE, CBE towards BA and CBE towards BI is less than 0.05,
with p-value of 0.00. Therefore, all the hypotheses are supported in the study.

Table 3: Linear Regression Results

Relationship Coefficients Standard Error T-Statistics Sig. Result
SMME-CEWB 0.079 9.098 0.000 Supported
CEWB-OBE 0.052 6.907 0.000 Supported
CEWB-PI 0.050 7.177 0.000 Supported
OBE-PI 0.052 12.216 0.000 Supported
Note: Signifiacnt at p < 0.05

Table 4: Summary of Hypothesis

Hypothesis Results
H1: Social media marketing efforts will have a positive and significant effect on consumers’ engagement P=0.00, Supported
with brand-related social media content.
H2: Consumers’ engagement with brand-related social media content will have a positive and significant P=0.00, Supported
effect on overall brand equity.
H3: Consumers’ engagement with brand-related social media content will have a positive and significant P=0.00, Supported
effect on purchase intention of telecommunication services.
H4: Overall brand equity will have a positive and significant effect on purchase intention of P=0.00, Supported
telecommunication services.

4.7 MARKETING STRATEGIES AND IMPACT OF INTERVENTION FOR RED FUTURE NETWORK ENTERPRISE

Figure 3: Marketing Strategies for Red Future Network Enterprise

Figure 3 displays the marketing strategies implemented for Red Future Network Enterprise during the 2 months (September 2021 to
October 2021). Based on the results from the survey, it was indicated that the social media marketing efforts and consumers’ engagement
with brand-related social media content can enhance the brand equity and consumers’ purchase intention of telecommunication services.
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