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direction procedures for research. On the other hand, Rahi (2017) defined research design as a process gathering and interpreting
data with clear objectives. It is important to develop a research design for a study because it helps to hold the research project
together with an organized plan on how all parts of the research from samples to methods can be used to execute the research work
to address the research questions (Jongbo, 2014).
There are two broad types of research design, namely exploratory and conclusive. Exploratory research design focuses
on answering questions or addressing phenomenon (Singh, 2021) to provide insights and understanding of the problem in a study.
The research process of exploratory research is flexible, unstructured, and the data analysis conducted in this research is qualitative.
Meanwhile, conclusive research design examines specific hypothesis and relationships amongst variables to generate findings that
are useful for reaching conclusions and decision-making (Dudovskiy, 2018). The research process for conclusive research is formal
and structured, and the data analysis conducted in this research is quantitative.
On the other hand, the conclusive research design can be classified into descriptive research and causal research.
According to Dudovskiy (2018), descriptive research is used in describing functions or characteristics of phenomenon and can be
further divided into cross-sectional design and longitudinal design, while causal research is used in investigating the cause and
effect of relationships. In cross-sectional design, researcher collects data from any given sample of population elements only once,
while in longitudinal design, researcher measures a fixed sample of population elements repeatedly on the same variables (Peterson,
Canady, & Duncan, 2012). Hence, this study employs conclusive research design that includes descriptive research and cross-
sectional design to study the relationship between firm-created social media communication, user-generated social media
communication, brand passion, and purchase intention of bakery ingredients and tools.

3.2 Population and Sampling
In general, population is defined as the set or group of all the units on which the outcomes of the research will be applied (Shukla,
2020). Meanwhile, target population refers to a group of individuals that the intervention aimed to carry out research and draw
conclusions from (Barnsbee et al., 2018). The target population of this study is the Facebook users who have intention to buy baking
ingredients and tools. Sampling refers to the process of selecting statistically sample of individuals that represent the population of
interest (Majid, 2018). Memon et al. (2020) suggested that a carefully selected sample of 150 and above is more meaningful
compared to a blindly selected large sample of 300 and above. Thus, the study adopts a sample size of 150. Furthermore, this study
uses non-probability sampling technique, specifically judgmental sampling to collect data from Facebook users who have intention
to purchase baking ingredients and tools.

3.3 Research Instrument
As the study uses quantitative approach, questionnaire instrument is adopted to gather the primary data from the online respondents
using Google Form. The questionnaire consists of five sections, which are section A, B, C, D, and E. Section A includes questions
related to the demographic profiles of respondents such as age, gender, and income level. On the other hand, section B contains
four measurement items about firm-created social media communication. Next, section C also contains four measurement items
about user-generated social media communication. After that, section D contains four measurement items about brand passion.
Lastly, section E contains three measurement items about the purchase intention of consumers. The set of questionnaires requires
the respondents to tick from the given selection.
All the measurement items of section B, C, D, and E are adopted from Mukherjee (2020). The measurement items were
created to investigate the effectiveness of social media marketing on customers’ passion for brands and finally develop purchase
intention the mind of consumers. 5-point Likert scale is used in section B, C, D, and E in determining the strength of the answer
with levels of agreement from “strongly agree”, “agree”, “neutral”, “disagree”, and “strongly disagree”. After all the data are
collected and Statistical Package for the Social Sciences (SPSS) is used to screen, process, and analyze the data.

4.0 DATA ANALYSIS
4.1 Profile of Respondents
The Google Form surveys were distributed to Facebook users who have the intention to purchase baking ingredients and tools. The
total number of respondents selected and qualified in conducting the survey was 150 people. From the responses collected in Google
Form, the survey was mostly answered by female with a total of 76.7% (n=115), respondents at the age of 24 years old and below
with a total of 68.7% (n=103), with degree as their highest educational level with a total of 70.0% (n=105), full-time students with
a total of 62.0% (n=93), and income of RM1,200 and below with a total of 66.7% (n=100). More than half of the respondents spent
more time on social media daily. For instance, 41.3% (n=62) respondents used social media 3 to 4 hours daily, while 34.7% (n=52)

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