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Thus, the marketing strategies and interventions were conducted for Red Future Network Enterprise by creating a Facebook page and
updating the social media contents frequently to enhance its online and social media presence.
The Facebook page was created on 1st September 2021 as the first step of the intervention. According to Watanabe et al. (2020),
information of company provided on social media is vital to enhance the credibility of the customer towards a company. Hence, it is important
to update the full details of Red Future Network Enterprise such as company name, its business description, address, contact number, and
operating hours on its Facebook page. In two months of the interventions, social media contents were updated frequently to create customers’
engagement. Social media marketing efforts are important to engage consumers at social media platforms by providing them with most up-
to-date information about the brands. This is because they believe that this information is more trustworthy than firm-sponsored marketing
communications (Seo & Park, 2018). Therefore, Red Future Network Enterprise frequently updated the available and latest redONE internet
data plan, latest promotion of redONE, phone and phone accessories to enhance its social media presence for brand equity and purchase
intention.

According to Schivinski et al. (2016, p. 5), 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”. To enhance the consumers’ engagement with brand-related social media content, it is important for Red Future Network
Enterprise to create Malaysia’s festival posters such as Malaysia Day and Mooncake Festival to greet the followers on its Facebook page. In
addition, it is important for Red Future Network Enterprise to create and share valuable contents such as knowledge of handphone, ways to
maintain the handphone in good condition, and ways to make online bill payment of redONE's internet data plan to enhance the engagement
of followers and potential customers with the company through social media contents. All the social media contents were updated at least
three times per week from 2nd September 2021 to 30th October 2021. Furthermore, hashtag, call-to-actions, and WhatsApp action button
are important to add to every social media post on the Facebook page of Red Future Network Enterprise because appropriate hashtags can
enhance the brand exposure of the brand, and call-to-actions can increase the conversation and purchase intention of consumers for the
company.
Finally, observation and evaluation were conducted by using Facebook insight on 31st October 2021. As shown in Figure 4, at the end
of the intervention, the several metrics were used to evaluate the results of the interventions. The page successfully obtained 111 total page
likes and followers. The social media posts on the Facebook page of Red Future Network Enterprise reached up to 82 Facebook users and
interacted with 57 Facebook users. Besides, the Facebook page received 5-stars ratings and good services review for Red Future Network
Enterprise. Moreover, the Facebook page received seven customers' enquiries for asking the promotion and internet data plan of redONE
during the intervention.

Figure 4: Impact of intervention for Red Future Network Enterprise

5.0 DISCUSSION AND CONCLUSION

5.1 DISCUSSION BASED ON RESEARCH QUESTIONS
5.1.1 RQ1: What enhances brand equity and customers’ purchase intention of telecommunication services?

The findings illustrate that social media marketing efforts positively and significantly affect consumers’ engagement with brand-related
social media content. This finding is consistent with previous research (e.g. Seo and Park, 2018; Mishra, 2019). Besides, there is a positive
and significant relationship between consumers’ engagement with brand-related social media content and overall brand equity. This finding
confirms the results of the previous studies such as Mishra (2019) and Schivinski and Dabrowski (2016). Furthermore, the findings indicate
that the consumers’ engagement with brand-related social media content has a positive and significant influence on customers’

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