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products and services can be promoted through it to dedicated target markets. However, the W (weakness) of the Facebook page is mainly
due to less expertise labor and limited employment as mentioned by Puan Salbiah. This causes more weakness in their Facebook page such
as the page is not updated regularly, low quality pictures, low engagement with audience, services offered are not well-organized and more.
Generally, in the Facebook post, copywriting is too short or general and not bilingual to attract international potential visitors. There are
numbers of O (opportunities) for Kongkong Tourism because social media is a big platform and it will always develop from time to time.
For example, Kongkong Tourism will expand the tourism industry in Johor, improve practitioners’ enthusiasm such as the people from the
village can be active in tourism as well as significantly improve villagers’ economy. On the other hand, T (threats) were identified such as
Kongkong Tourism is left behind by other cooperative companies’ tourism initiatives and mainly due to pandemic most of the activities and
services offered are having difficulties to be executed because of the Standard Operating Procedure (SOP) enforced by the government. Puan
Salbiah is devoted to grow Kongkong Tourism and help the communities to find more ways gaining income through tourism despite working
at a factory. Kongkong Tourism needs to improve their Facebook page to leave a better impression towards potential visitors.

1.3 RESEARCH QUESTIONS

This study listed four main research questions:
i. Will Kongkong Ecotourism Facebook brand page commitment effect the traveler’s visiting intention?
ii. Will Kongkong Ecotourism Facebook brand awareness effect the traveler’s visiting intention?
iii. Will Kongkong Ecotourism Facebook word-of-mouth effect the traveler’s visiting intention?
iv. Will Kongkong Ecotourism Facebook page visitors’ annoyance effect the traveler’s visiting intention?

1.4 RESEARCH OBJECTIVES

This study listed four main objectives:
i. To explore the effect of brand page commitment of Kongkong Ecotourism Facebook on traveler's visiting intention.
ii. To explore the effect of brand awareness of Kongkong Ecotourism Facebook on traveler's visiting intention.
iii. To explore the effect of word-of-mouth of Kongkong Ecotourism Facebook on traveler's visiting intention.
iv. To explore the effect of annoyance of Kongkong Ecotourism Facebook page on traveler's visiting intention.

■ 2.0 LITERATURE REVIEW

This chapter dedicated on past studies related to the social media activities which influences purchasing intention. This chapter
will discuss on Facebook usage in general, literature review of Brand Page Commitment (BPC), Annoyance, Brand Awareness (BA), Word
of Mouth (WOM) and Customer Purchase Intention’s and their definitions. Subsequently there are four independent variable affects the
traveler’s visiting intention and will be discussed in this chapter.

2.1 FACEBOOK AS MEDIUM OF ADVERTISING

Referring to Tankovska (2021) statistics of global number of Facebook users in 2015 to 2020, an increasing number of users
annually is recorded. In 2020, the number of Facebook users reach 1.69 billion. Meanwhile, there are 25,760,000 Facebook users in Malaysia
(Napoleon Cat, n.d.). In OberCom (2012) study, 97.3% of respondents have Facebook profile and 59.2% of them figured that social
networking sites are vital for company connection and brand association. Majorly, because of its massive traffic, Facebook is considered the
most popular social media network in the world. Pempek, Yermolayeva, & Calvert (2009) claimed that Facebook offered information reach
to massive number of viewers at once that is different from traditional media. Increased time spent on social media by the young generation
on the social media encourage service providers to engage them online. In recent years, social media has gained widespread attention, gaining
interest from both businesses and individuals interacting online. Social media empowered consumer influence on a brand positively and
negatively.

2.2 BRAND PAGE COMMITMENT

Current trends of businesses are majority moving to online platforms to reach more audience internationally as well as engaging
with their consumers online through Instagram, Twitter or Facebook page. A brand page is considered as business’s profile which is a
contemporary form of web service and a medium where a brand’s consumer united through alike interest (Lu & Hsiao, 2010) and company
use it to engage with bigger audience segment. Company social network sites can be considered as a community hub for consumers or brands
‘friends’ that interact with each other and share similar opinion about the brand (Coelho, Nobre, & Becker, 2014). Brand page commitment
is where customer being committed with passionate attachment and emotional bonds to the brand page. In order to make customer’s on
having commitment to a brand page, values from the brand page’s regular posts and regular engagement with the brand page itself (Hsu, Liu,
& Lee, 2010).

2.3 ANNOYANCE

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