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content marketing strategies to follow the current trend to meet consumers’ needs. Hence, this study aims to examine whether the
firm-created social media communication and user-generated social media communication have statistically significant influence
on brand passion, which further increase consumers’ purchase intention of bakery ingredients and tools.
There are some useful tips for Pro Bakers to stimulate its brand passion and purchase intention by generating various
quality content including videos to show what they can do with the materials promoted as well as baking tips and tricks. If consumers
are interested with the contents by a brand, they will actively get involved in the brand activities, and eventually tempted to purchase
from the brand (Ansari et al., 2019). Additionally, Pro Bakers should utilize the Facebook stories to share their contents in connecting
with their audiences and consumers. A survey by Facebook for Business (2018) indicated that 69% of respondents agreed that story
is a great way for people to learn about new products or services. On the other hand, 62% of respondents agreed that they have
become more interested in a brand or product after viewing its stories. Pro Bakers needs to be active on the social media platform
and post contents consistently by setting a posting schedule so that they can grow their social media audiences (Kanuri et al., 2018)
and consequently strengthen their brand. Before implementing the proposed social media communication strategies, this study aims
to investigate what are the factors to drive the purchase intention of bakery ingredients and tools. Lastly, the effectiveness of the
proposed social media communication strategies is measured by observing the increment of brand passion and purchase intention
of bakery ingredients and tools provided by Pro Bakers Enterprise.

1.3 Research Objectives
This study has listed the below three main objectives:
RO1: To examine the factors to drive purchase intention of bakery ingredients and tools.

RO2: To investigate what social media communication strategies can be used to increase the brand passion and purchase intention
of bakery ingredients and tools provided by Pro Bakers Enterprise.
RO3: To investigate the effectiveness of the social media communication strategies to increase the brand passion and purchase
intention of bakery ingredients and tools provided by Pro Bakers Enterprise.

2.0 LITERATURE REVIEW
2.1 Purchase Intention

Purchase intention is defined as the preference of a consumer to purchase a product or service after evaluation (Younus, Rasheed,
& Zia, 2015). Meanwhile, Shah et al. (2012) defined purchase intention as a kind of decision on why a customer purchases a brand
specifically. On the other hand, Huang et al. (2011) highlighted that the purchase intention refers to the possibility of a consumer
plans or will buy a certain brand in the future. In short, all past researchers share the similar perspective on purchase intention.
According to Irshad, Ahmad, and Malik (2020), the factors that positively affect consumers’ purchase intention are
remuneration, social, and empowerment motivation. Remuneration motivation describes the desire of consumers to gain rewards
and benefits such as free coupons, free samples, and promotional deals (Ge & Gretzel, 2018). Irshad et al. (2020) revealed that
when retailers present on social media to satisfy the remuneration needs of consumers, the trust between the retailers and consumer
will be built and the consumers’ purchase intention will be aroused.
Meanwhile, social motivation is related to peer influence or user-generated social media communication. With the
appearance of social media, people can share or search product or store information from reading opinions of their peers to assess
the trustworthiness of online contents (Hilverda, Kuttschreuter, & Giebels, 2017). In fact, Irshad et al. (2020) found that when
consumers get positive review from peers about retailers on social media, the purchase intention of the consumer will increase as
most people are convinced by the reviews of other people and their peers. Zhu et al. (2020) also highlighted that the perceived
information quality of positive online reviews has notable effect on trust, satisfaction, and purchase intention. This means that the
positive quality feedback from existing consumers of a brand in social media will stimulate potential customers’ trust and purchase
intention.

Next, empowerment motivation is about individuals make use of social media to implement their power on an
organization or other individuals (Vale & Fernandes, 2018). For instance, consumers can give ideas and feedback for product, or
anything related to a particular store. By collecting all the consumers’ responses, retailers can improve their product and service.
Furthermore, consumers will feel appreciated when their opinions are considered by the retailers. Hence, it is important for retailers
to consider the consumers’ suggestions about their products and services to build trust and increase consumers’ purchase intention
(Irshad et al., 2020). In the context of social media marketing, purchase intention is influenced by brand passion, while brand
passion is influenced by firm-created social media communication and user-generated social media communication (Mukherjee,
2020).

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