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According to Oz (2014) findings in his study, social media is being used both for in daily lives 96 percent and for travel-related activities
95 percent. Nowadays, consumers easily explore the internet and websites to select the best tourism destination for them to choose based
on their preference and many other factors. Consumer use social media at any stage of their travel phases not just during pre-travel stage
(Fotisetal, 2012) but also during and post-travel. According to Department of Statistics Malaysia, the travelling trend of domestic tourism
in Malaysia 2019 is visiting relatives and friends, shopping, holiday, entertainment or attending special event or sport, and medical treatment
(Mahidin, 2020). Digital communication and information channels and websites where active consumers involve in activities that may be
consumed by others in real time anywhere are referred to as new media such as Facebook, YouTube, Google, and Twitter (Hennig-Thurau,
Malthouse, Friege, Gensler, Lobschat, Rangaswamy, & Skiera., 2010). Holt (2016) states that present companies use social media to form
direct relationships with customers by connecting in real time and sharing great stories with them. Social media is a prominent strategy for
most businesses not just in tourism industry, to be used for marketing and integrated communication channel with the target audience. As
social media platform develops, tourism businesses will face more opportunities and challenges (Oz, 2014). To improve their brand on social
media, businesses invested big amount of money for it. Despite this, only a few companies have sparked significant customer interest on the
internet (Holt, 2016). In this study, one of Cooperatives Commission of Malaysia (SKM) Facebook page is being studied on the effectiveness
of its advertising to be a destination selection for ecotourism and agrotourism lovers.

■ 1.1 CASE COMPANY INTRODUCTION

Figure 1: Johor state district economic cluster

Johor is the southernmost state in Malaysia and also one of the states that is highly contributing to the country’s economy development in
other sectors. In the Johor Economic Structure by Sector announced by Johor State Economic Planning Division, service sector contributes
RM68.5 billion in 2019. Johor has 10 districts in total consisting Johor Bahru, Pontian, Muar, Tangkak, Batu Pahat, Segamat, Kluang,
Mersing, Kota Tinggi and Kulai which respectively have their own specialty in contributing to the National GDP such as logistic, agriculture,
manufacturing and ecotourism itself. As stated in Figure 1, the main tourisms in Johor are ecotourism, agrotourism, beach tourism, heritage
tourism, and lifestyle and challenge-based tourism. 6 out of 10 districts in Johor has ecotourism as their specialty or strength of its district.
This concludes that Johor is a destination that ecotourism lovers would put focus on when choosing their holiday destination.

Kong Kong Laut Village is a fishing village located in Pasir Gudang, Masai, Johor. Kongkong village is filled with heritage and flora and
fauna but yet to be explored to the maximum. This village is a promising ecotourism and agrotourism destination as it has many types of
mangrove, many seasonal fruits and different bird species. Kongkong Tourism and Koperasi Kampung Sungai Latoh Kongkong established
from 2013 simultaneously due to suggestions from Johor district office. They offered any village that willing to be upgraded using their
village strength. This initiative is parallel to Iskandar Malaysia (IRDA) plan in development that time. For ecotourism attractions, there are
cruise tour (Pulau Juling, Sungai Johor, Selat Medana, Sungai Serai), experience sea activities, group events (CSR), visit charcoal wood
process center, and many more. For agrotourism, fresh fruits are better served fresh on its seasons, which is one of Kongkong village specialty.
Besides, one of the attractions of Kongkong village is the Kongkong floating chalet and raft house accommodation which is different from
other village accommodations offered as well as a hotspot for anglers. With unlimited effort by Puan Salbiah Haji Yahya, Eco Tourism
Manager of Kampung Sungai Latoh Kongkong Masai Bhd, Kongkong village evolved from traditional village into a tourist village in Johor.

From the establishment of Kongkong Tourism, this village has been receiving love and support from both locals and international eco lovers.
Puan Salbiah received help and knowledge on better ways to manage Koperasi Kampung Sungai Latoh Kongkong from respective local
authorities.

1.2 PROBLEM STATEMENT

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