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SOCIAL MEDIA AND ENGAGEMENTS STRATEGIES TO INCREASE BRAND

EQUITY AND PURCHASE INTENTION OF RED FUTURE NETWORK

ENTERPRISE

Lim Seow Ying, Dr. Thoo Ai Chin

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: seowying@graduate.utm.my

Abstract

Telecommunication has become an essential component of the modern lifestyle and significantly impacts

economic development. However, the Covid-19 pandemic has shattered every industry in Malaysia,
including the telecommunication industry. Many firms have transformed into an online business model

because many industries are not allowed to operate during Movement Control Order (MCO). As a result,
social media marketing is increased significantly for every business. However, one of the

telecommunication service providers which is Red Future Network Enterprise faces problems such as no

active social media presence, sales from walk-in customers, and low sales due to MCO and Covid-19
pandemic. Social media marketing significantly increases online social interaction, brand equity, and

customer purchase intention. As such, this study aims to identify the relationship between social media
marketing efforts, consumers’ engagement with brand-related social media content, brand equity, and

purchase intention of telecommunication services provided by Red Future Network Enterprise. A

quantitative method was used to distribute the online survey to respondents using purposive sampling
technique. The target population was the individuals who liked and followed any of a telecommunication

brand on social media platforms. The sample size for this study was 209. Statistical Package for the Social
Sciences (SPSS) software was used for data analysis. 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. The

findings of this study were used for the intervention of Red Future Network Enterprise by creating a

Facebook page and updating the engaging social media posts and contents frequently to enhance its online

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