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presence and engagement with the consumers. Finally, the Facebook page of Red Future Network
Enterprise successfully increased the brand equity and purchase intention of Red Future Network

Enterprise with customers' enquiries. In conclusion, this study can contribute to the telecommunication
industry such as telecommunication service providers by offering them better insight on implemented

social media marketing efforts and consumers’ engagement with brand-related social media content that
can enhance their brand equity and purchase intention.

Keywords: Telecommunication, Brand equity, Purchase intention, Consumers’ engagement with brand-

related social media content, Social media marketing efforts

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