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were also 3,794 engagements with the posts of Pro Bakers Enterprise through reactions, comments, shares, and clicks. It showed
an increase of 46.9% from previous 61 days. In fact, there were total of 60 net followers, the number of new followers minus the
number of unfollows during this period that recorded an increase of 33.3% from previous 61 days.

5.0 DISCUSSION AND CONCLUSION
5.1 Discussion Based On Research Objectives
5.1.1 RO1: To examine the factors to drive purchase intention of bakery ingredients and tools

The finding illustrates that brand passion has a statistically impact on purchase intention of bakery ingredients and tools. The result
is aligned with the past study of Hemsley-Brown and Alnawas (2016) and proved that the affiliation and support of the consumers
to their favorite brand make them more engaged and willing to spend more for the brand. In addition, the result indicates that when
there is a sense of passion for a bakery brand, the Facebook users who have intention to buy bakery ingredients and tools could
trigger more impulse buying. The result is compatible with previous studies by Gilal et al. (2019) and Albrecht et al. (2011), brand
passion creates loyalty for a brand, and consequently increase the purchase intention. In this study, brand passion could drive
purchase intention of bakery ingredients and tools.
Additionally, the results show that firm-created social media communication had significant impact on user-generated
social media communication and brand passion. The relationship between firm-created and user-generated social media
communication is supported by previous studies by Ceballos et al. (2016) and De Vries et al. (2012) which concluded that various
contents by a company will encourage user engagement with the company. On the other hand, the result about the positive and
significant relationship between firm-created social media communication and brand passion is like those previous studies of Khalid
(2016) as well as Hermaren and Achyar (2018). Thus, firm-created social media communication is important to influence user-
generated social media communication and then develop brand passion towards a baking products company in consumers’ mind.
However, in contrast to previous studies such as Shen and Bisell (2013) and Fischer and Reuber (2011), the finding from
current study shows that user-generated social media communication has no significant and positive impact on brand passion. This
implies that the user-generated social media communication does not effectively generate brand passion for a baking products
company. This can be explained that Malaysian Facebook users heavily depend on firm-created social media communication for
brand passion and purchase intention of bakery ingredients and tools. They prefer the contents posted by the baking product
company to develop their brand passion and purchase intention. In short, brand passion is the factor to drive purchase intention of
bakery ingredients and tools, while firm-created social media communication is an element that indirectly affect the purchase
intention via brand passion.

5.1.2 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

In order 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, an intervention for Pro Bakers Enterprise was conducted for
two months using various social media communication strategies as suggested by past researchers.

Petruca (2016) suggested that marketers to post daily on social media consistently to grow their business. Additionally,
Wong and Yazdanifard (2015) and Gümüş (2017) highlighted that brand should make their contents varied to attract their target
consumers, encourage brand passion, and eventually generate the purchase intention of the advertised products in consumers’ mind.
Moreover, O’Hara (2020) recommended marketers to use relevant hashtags to make posts searchable so that marketers can
introduce new potential consumers to their content and offers. Also, de Vries et al. (2012) revealed that interactive posts by brand
can improve the post engagement. It can be concluded that marketers are suggested to post contents that are able to incite multiple
senses such as video and interactive post such as thought-provoking questions post.

Therefore, from the recommendations by past researchers and findings of the study, in order to drive brand passion and
purchase intention of bakery ingredients and tools provided by Pro Bakers Enterprise, contents are posted daily on Facebook page
primarily. Then, contents shared on the Facebook page were made varied to contents such as recipe, baking ideas, baking tips, and
holiday greetings aside from promotional contents. While posting these contents, relevant hashtags were used as well to reach more
audience and potential consumers. After that, some of the contents such as store tour and baking tips were shared as video to attract
the audience. Finally, thought-provoking questions such as asking the audience whether they have tried using substitute of baking
ingredient or which type of bakers are they were asked in some posts in attempt to engage with the audience.

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