Page 565 - MARSIUM'21 COMP OF PAPER

On the other hand, See-To and Ho (2014) discovered that electronic information or firm-created social media
communication has significant effect on the purchase intention of individual consumers in social networking sites as it will allow
audiences or consumers to gain a better understanding of a certain product. According to Tariq et al. (2013), purchase intention
triggers consumers’ intention to purchase a product again after they feel satisfied with their previous purchase from a specific brand,
which in turns develops the brand passion.
Purchase intention is an important aspect to be investigated to determine whether the product or service meets customer
expectation as well as to ensure a long-term success of an organization and compete with the other businesses in a competitive
environment (Xiao, Yang, & Iqbal, 2019). Thus, it is important to investigate the factors that affect purchase intention of bakery
ingredients and tools of Pro Baker Enterprise.

2.2 Social Media Communication
Baruah (2012) defined social media as the utilization of web-based and mobile technologies in turning communication into an
interactive discourse. With the world changing now, social media is used vastly for communication purpose. In the context of
business, social media is a way for marketers to communicate with their consumers. Brodie et al. (2011) stated that businesses must
engage with consumers to increase positive perceptions of their products, spread information, and exchange knowledge.
Additionally, social media platforms allow users to interact with other social media users, as well as exchange contents they have
created themselves and information related to other brands (Duffet, 2017).
Venkateswaran, Ugalde, and Gutierrez (2019) had listed a few advantages of social media communication for a business
such as lower marketing cost, effective audience targeting, increased visibility on the Internet, instant feedback from consumers’
perspective, and efficient communication with consumers. Social media also open an opportunity for businesses to reach new
consumers as there is widespread use of the communication channel (Polańska, 2014). This means that social media communication
plays an important role as a medium for online users to discover, learn, and share information related to brand and new product or
service. Social media communication also acts as a key for lifelong relationship with their consumers, increase brand awareness,
understand customers’ needs, and improve decision-making (correia et al., 2014). There are two types of social media
communication, which are firm-created and user-generated social media communication.

2.2.1 Firm-created Social Media Communication
Firm-created content (FCC) is a content created and managed professionally by the marketing team of a brand (Colicev, Kumar, &
O’Connor, 2019). Mukherjee (2020) defined FCC as a content in social media which created by marketers. It is a type of marketing
communication started by a company in its official social networking sites with aims to create relationships with its consumers
(Baker, Donthu, & Kumar, 2016). Examples of FCC include the banner advertisements on social media platform advertising latest
deals and videos related to product or about new product launches.

Poulis, Rizomyliotis, and Konstantoulaki (2019) stated that FCC is important for business in developing, maintaining,
and boosting their relationships with their consumers. It is also important as it contributes to sales and profits (de Vries, Gensler,
& Leeflang, 2012) as well as increases the brand awareness (Rodriguez, Peterson, & Krishnan, 2012). Firm-created social media
communication is a way for marketers to engage with their consumers, distribute information, and learn from and about their
audiences (Brodie et al., 2011). FCC is also a way a brand communicates how it can add values to the target audience’s lives. Thus,
FCC becomes a crucial part of branding function as it can strengthen a brand’s image and build trust (Tunçel & Yılmaz, 2020).

2.2.2 User-generated Social Media Communication

According to Colicev et al. (2019), user-generated content (UGC) is a content created by users on social media platform such as
comments, shares, and likes on brand posts as well as user posts on brand pages. Mukherjee (2020) similarly explained that UGC
is generally conversations associated with a product which brought by users on various social networking sites namely Facebook
pages. Users in the context of UGC is individuals who are not working for corporate bodies (Adetunji, Sabrina, & Sobhi, 2017).
Some of the examples of UGC are user posts on the page of a brand, engagement of users with brand posts through liking,
commenting, and sharing, as well as stories created users about the brand (Colicev et al., 2019). The contents by users on the
Internet can be utilized to understand more about their preferences, needs, and latest trends in order to improve the quality of service
or products of a brand.
UGC is advantageous for business because the content can disseminate quickly and easily among consumers and
consumers and brands can be exposed to each other’s contents via different social media channels (Tunçel & Yılmaz, 2020). With
UGC, consumers can obtain information about the quality of product or service (Sadek, Elwy, & Eldallal, 2018) as social media is
a place where people can interact, take part, and share their view on certain product or service after consumption. UGC is also

544