Page 949 - MARSIUM'21 COMP OF PAPER

950 Teo & Dr Adaviah (2021)

5.3 THEORETICAL IMPLICATIONS

Four supporting hypotheses were developed and tested in order to answer the study problem. Many publications and theories in
the field of marketing, particularly social media communication, have combined the effects of e-WOM and brand equity to evaluate the
impact on customer repurchase intention. Researcher developed a conceptual framework based on the hypotheses to illustrate the various
ways in which consumers' repurchase intentions can be influenced.

5.4 LIMITATION AND RECOMMENDATION OF THE RESEARCH

There are several limitations and recommendations that should be taken into account for future research in order to enhance the
quality. First, the research just focused on the customers of HERMS C Enterprise who are have experience with HERMS on Instagram in
Malaysia for the preliminary stages of investigation. Therefore, the results can only be interpreted in terms of this particular population.
Future research can broader geographical diversity in order to generalize the data patterns on a global scale. Furthermore, survey
questionnaire method was used in this study. Closed-ended questionnaires constrained the opinion of the respondents. For future research,
a variety of other methodologies, such as focus groups and interviews, also can be employed to gain a better understanding of the topic.
Despite the fact that construct attribute variables were utilized to investigate consumers' repurchase intention, several potential aspects such
as perceived ease of use, reliability and perceived usefulness were overlooked. Those aspects will have a broader impact on customers’
repurchase intention. In order to boost the level of study, future studies should investigate these probable factors.

5.5 CONCLUSION

This research studied about the effect on brand equity on customer’s purchase intention, involved firm-generated social media
communication and firm-generated social media communication which under electronic word-of-mouth (e-WOM). Four objectives and
hypotheses would be proposed and developed conceptual framework in this research. 140 of respondents have been answered the
questionnaire completely through the Google Form. However, there has 9 outliers in the questionnaire. Therefore, the 9 outliers been
eliminated from this research and left 131 set of questionnaires accepted to investigate the relationship between the independent variables
and dependent variable. All the data would be examined by using Smart PLS and SPSS software. The finding results show the user- generated
social media communication has a positive impact on e-WOM. However, the relationship between firm-generated social media
communication and e-WOM are not supported, where these attributes need to be improved and give more attention toward the attributes. On
the other hand, e-WOM has a positive effect on brand equity and brand equity also has a direct positive impact on repurchase intention
toward HERMS C Enterprise. Future study on repurchase intention could be accomplished by introducing other aspects into the conceptual
model. Lastly, three of the four hypotheses has been fulfilled and research questions and objectives were addressed in this study.

■ 6.0 REFERENCE

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