Page 995 - MARSIUM'21 COMP OF PAPER

a
Coefficients
Standardized

Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.

1 (Constant) 1.360 .247 5.498 .000
CBE_AVG .681 .059 .663 11.449 .000
a. Dependent Variable: BI_AVG

Table 6: Customer Brand Engagement (CBE) toward Brand Image (BI)

Liner regression was used to investigate the relationship between one independent variable and a dependent variable (Rencher, and Schaalje,
2008). A linear regression analysis was conducted to investigate the connections between social media interaction, customer brand
engagement, brand awareness and brand image. Besides, p-value with less than 0.05 show a significant relationship between two variables.
A low p-value suggests that the dependent and independent variables have a significant relationship. P-value with less than 0.05 indicates a
confidence level more than 95%. The ‘B’ column (values of the gradient) is to test for significance. The gradient of the line (β) would be 0
if there was no relationship (Marshall, 2020). As shown at Table 4 to Table 6, p-value for SMM toward CBE, CBE towards BA and CBE
towards BI are 0.00. Therefore, all the relationships between dependent variable and independent variable are significant with p<0.05 and
the gradient is not zero. Therefore, all the hypotheses are supported.

4.7 MARKETING STRATEGIES IN FACEBOOK OF CHOP KEK LIAN SENG

September 2021
Week 1: Posted mooncake-making photos in social media platform (Facebook) using creative
contents such as way to eat different kinds of mooncakes (refer to Appendix 1).
Week 2: Published some pastry photos to increase the brand awareness of new audiences and
existing followers.

September 2021
Week 3: Created creative videos and photos to increase brand engagement (refer to Appendix 2)
Week 4: Provided wishes of Mid-Autumn Festival (refer to Appendix 3).

October 2021
Week 1: Published a post related to Chop Kek Lian Seng's brand history and brand journey
(refer to Appendix 4).
Week 2: Posted questions related to Chop Kek Lian Seng's pastry stories.

October 2021
Week 3: Posted wishes of Chong Yang festival (refer to Appendix 3) and engaged with
audiences by asking questions and encouraging them to drop comments or react to the post
(refer to Appendix 5).
Week 4: Measured the Facebook insight

Figure 2: Marketing Strategies in Facebook for Chop Kek Lian Seng

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