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5.4 CONCLUSION

In conclusion, the survey result in this study indicated that the social media marketing efforts and engagement significantly impact
consumers’ engagement with brand-related social media content. Besides, the consumers’ engagement with brand-related social media
content has a positive and significant effect on brand equity and purchase intention respectively. In addition, brand equity positively and
significantly influences the purchase intention of telecommunication services. The survey results are important for the implemented
marketing strategies of Red Future Network Enterprise by creating a Facebook page and updating social media posts frequently for 2 months
to enhance the brand equity and purchase intention of the company. During the intervention of these 2 months, Facebook page of Red Future
Network Enterprise had received a total of 7 customers’ enquiries to know more about the promotion and internet data plan of redONE
through Facebook Messenger and WhatsApp number action button from the Facebook page. As a result, the findings of the survey and
intervention had proven as a guideline for Red Future Network Enterprise and marketers of the telecommunication industries to further
improve and implement the best marketing strategies to survive during the Covid-19 pandemic.

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