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purchase intention of telecommunication services. This finding supports the conclusions of previous studies (Mishra, 2019; Aji et al., 2020;
Choedon and Lee, 2020). Moreover, results revealed that there is a positive and significant relationship between brand equity and customers’
purchase intention of telecommunication services were in line with the results from the previous studies of Mishra (2019) and Choedon and
Lee (2020).

In overall, the findings of the survey in this study conclude that the consumers’ engagement with brand-related social media content
and brand equity are the factors that could enhance the purchase intention of telecommunication services. Meanwhile, the social media
marketing efforts is a driver that indirectly influence the purchase intention of telecommunication services through the consumers’
engagement with brand-related social media content and brand equity.

5.1.2 RQ2: What are the social media marketing efforts to enhance the brand equity and customers’ purchase
intention of telecommunication services provided by Red Future Network Enterprise?
The result of the survey in this study shows that social media marketing efforts and consumers’ engagement with brand-related content
are effective to increase brand equity and customers’ purchase intention of telecommunication services. Based on findings, the marketing
strategies were conducted for Red Future Network Enterprise by creating a Facebook page. This is because the result of the survey proved
that Facebook was most of the social media platform of the respondents used to follow the telecommunication brand with 143 respondents
out of 209 respondents (68.4%).

Further, the social media contents were updated on the Facebook page of Red Future Network Enterprise during the 2 months of
intervention. The survey results proved that the social media marketing efforts and consumers’ engagement with brand-related content could
drive the brand equity and customer’s purchase intention of telecommunication services provided by Red Future Network Enterprise. Social
In media marketing efforts, entertainment is the most important aspect of social media marketing activities (Algharabat, 2017). This is
because consumers enjoy the entertained contents such as fun and interesting videos, which could encourage them to participate in brand
communities on social media (Ashley & Tuten, 2015). Hence, the interesting social media contents with attractive photos and videos were
actively updated in three times per week on the Facebook page of Red Future Network Enterprise. Apart from that, consumers usually rely
on social media platforms that provide up-to-date information about brands as they believe that the information is more trustworthy than
firm-sponsored marketing communications (Seo & Park, 2018). Thus, the most up-to-date information and content were updated at least
three times per week on Facebook page of Red Future Network Enterprise such as the latest redONE internet data plan, promotion, phone,
and phone accessories selling.
According to Schivinski et al. (2016, p. 5), consumers’ engagement with brand-related social media contents is “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”. Hence, the valuable contents were posted on Facebook page such as knowledge of handphone,
tips to maintain the handphone in good condition, and ways to make online bill payment of redONE's internet data plan. The call-to-action
was added on every valuable content to attract the social media users to like, comment, share, and follow the Facebook page. Besides, the
attractive poster of Malaysia’s festival was used to greet social media users and attracted to like, share, and comment on the Facebook post.
In addition, call-to-action and WhatsApp action buttons were added on every social media post to enhance the intention of customers to have
a conversation with Red Future Network Enterprise. Furthermore, consumers’ perceptions of brand equity are influenced by online reviews,
which, in turn, influence their purchase intention (Hayes & Carr, 2015). Customers could create social media content and write their reviews
on Facebook page of Red Future Network Enterprise to enhance the brand equity and customers’ purchase intention. To conclude that,
updated a variety of social media content frequently and engaged with the consumers on social media are effective to enhance the customers’
purchase intention of telecommunication services.

5.1.3 RQ3: Are the implemented social media marketing efforts able to enhance the brand equity and
customers’ purchase intention of telecommunication services provided by Red Future Network Enterprise?
Based on the results of the intervention, it is proved that social media marketing efforts can enhance the consumer’s engagement with
brand-related content, brand equity, and purchase intention of telecommunication services provided by Red Future Network Enterprise.
Facebook page created for Red Future Network Enterprise was useful to allow their followers and potential customers to directly engage
with the company and search information easily using online platform. For instance, the followers and potential customers can expose directly
to the internet data plan, promotion, phone, and phone accessories offered by Red Future Network Enterprise. Besides, social media
users can access the customers’ reviews on the Facebook page of Red Future Network Enterprise. In addition, conversation and engagement
are available for the followers and potential customers with Red Future Network Enterprise. During the two months of intervention for the
Red Future Network Enterprise, the Facebook page had received a total of 7 customers’ enquiry for asking about the promotion and internet
data plan of redONE through Facebook Messenger and WhatsApp number action button from the Facebook page. As proven, followers and
potential customers on Facebook who accessed the latest information and telecommunication services of Red Future Network Enterprise
would have the intention to buy and know more about the promotion and internet data plan of redONE such as the price and the promotion
of telecommunication services. In addition, the social media posts on the Facebook page of Red Future Network Enterprise reached up to 82
Facebook users which means that the brand equity of Red Future Network Enterprise can be increased in terms of brand awareness and brand
recognition.

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