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5.2 RESEARCH IMPLICATIONS
The findings of this study have several theoretical and practical implications. From the theoretical viewpoint, the study contributes to the
existing literature. Till now, only a few research focuses on telecommunication services such as Chakraborty (2018), Yaseen and Mazahir
(2019), and Al-Dmour et al. (2021). In general, there are limited studies on the telecommunication service provider of redONE. Although
previous researchers and academicians have studied the influence of social media marketing efforts on purchase intention, the studies (e.g.,
Dessart et al., 2015; Mishra, 2019; Chen & Lin, 2019; Choedon and Lee, 2020) have mostly focused on other products or services. Thus, the
findings of this study are useful for further empirical research to investigate the factors that can enhance the customers’ purchase intention
of telecommunication services.
From the practical perspective, the findings of this study are vital to provide several practical implications and useful marketing strategies
for the marketers of the telecommunication industry. The findings show that social marketing efforts including entertaining contents are
essential to increase the consumers’ engagement with brand-related social media content, brand equity, and purchase intention of
telecommunication services. Thus, it is important for telecommunication service providers to implement social media marketing efforts on
their social media platform. The marketers can focus on social media marketing activities such as updated interesting and up-to-date social
media contents with attractive photos and videos to reach social media users and stimulate their intention to know more about the brand and
buy the telecommunication services. As a result, the brand equity and purchase intention of telecommunication service provider can be
increased.

The result of survey served as important guidelines for Red Future Network Enterprise to conduct the intervention to increase the
brand equity and purchase intention through social media marketing efforts and consumers’ engagement with brand-related social media
content. With effective social media marketing strategies, Red Future Network Enterprise can increase the sales of its telecommunication
services such as internet data plans, promotion, phone, and phone accessories through the customers’ enquiries and purchase intention. From
the impact of the intervention, it was proved that social media marketing efforts which are updating interesting, latest, and valuable social
media content frequently on the Facebook page of Red Future Network Enterprise could enhance the customers’ purchase intention through
enquires. For example, most of the customers’ enquiries were asked about the internet data plan and promotion of redONE. Besides, the
result of the intervention could show which valuable contents had recorded better post engagement with the potential customers of Red
Future Network Enterprise. Thus, it is important for marketers of Red Future Network Enterprise to post impactful contents on social media
to increase the brand equity. Moreover, the interaction between the consumers and Red Future Network Enterprise on social media can
enhance the consumers’ interest in buying telecommunication services and help the consumers make decisions before purchasing the
telecommunication services of Red Future Network Enterprise. As a result, marketers should always design a marketing plan to strategize
that the customers will have a higher intention to purchase the telecommunication service through engagement with the company.

5.3 LIMITATIONS AND FUTURE RECOMMENDATIONS

Despite the implications of the research in the telecommunication industry, this study has a few limitations that need to be addressed by
future researchers. Firstly, one of the limitations of this study is lacking generalizable. Even though the sample size in this study fulfills the
minimum sample size required, but the sample size of this study is still limited, and the sample size is obtained by using the non-probability
sampling method. As a result, the findings and conclusions from the sample of the research are unable to reflect the entire population of
telecommunication industry, due to the limited sample size and sampling methodology. Thus, it is recommended for future researchers to
conduct the survey by using a larger sample size of telecommunication users and using probability sampling techniques to enhance the
reliability and accuracy of data and representative results.

Besides, this study is not specific to investigate each element of social media marketing efforts that impact customers’ purchase intention
towards telecommunication services. In fact, there are five components of social media marketing efforts that must be considered:
entertainment, interaction, trendiness, customization, and word-of-mouth that may impact customers’ purchase intention towards
telecommunication services. As a result, this study has suggested that future researchers examine the impact of each element of social media
marketing efforts on customers’ purchase intention towards telecommunication services to investigate the accuracy of social media marketing
efforts that influence the customers’ purchase intention of telecommunication services.

In addition, the survey method for this study is another limitation. This study only used the questionnaire as the data collection
methodology and the survey was conducted online by distributing the questionnaire through Google Form due to the Covid-19 pandemic.
Since the Google Form was distributed through online for collecting data, there have some disadvantages that will limit the reliability and
lead to the bias of data collected such like misunderstand the questionnaire items, internet connection problems when they were answering
the survey, etc. Therefore, future researchers are recommended to expand the diversity of the survey methods such as distribute the
questionnaire through offline or survey with interview based. This is because the researchers can justify the questionnaire items directly to
the target respondents if they do not understand the question through the face-to-face distributed questionnaire.

Lastly, the intervention was conducted for Red Future Network Enterprise using 2 months. The duration of the intervention might
affect the effectiveness of the strategies. Thus, the recommendation for future researchers is they can extend the period for intervention and
observe the effectiveness of the implemented social media marketing strategies to get more accurate findings for Red Future Network
Enterprise. Further, the invention conducted for Red Future Network Enterprise can be used for other telecommunication service providers
or other service providers in different industries.

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