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August 23, 2026Open Access

Digital Social Media Marketing and Online Consumer Purchasing Behavior in Cambodia

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Authors

PJPerez Carlos JRLimkokwing University of Creative Technology

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Overview

Survey study demonstrates the mediating role of consumer trust in online purchasing behavior, highlighting critical factors for social media marketing conversion.

Key Points

  • Investigate how digital social media marketing influences online consumer purchasing behavior and determine the mediating role of consumer trust across diverse digital platforms.
  • Administered a structured nationwide questionnaire measuring marketing factors, trust, and purchase intentions using a five-point Likert scale to consumers across 24 provinces and Phnom Penh Capital (N=920).
  • Applied theoretical frameworks from the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Consumer Trust Theory to evaluate consumer responses.
  • Identified social media marketing across platforms including Facebook, TikTok, Instagram, YouTube, and WhatsApp Business as a key driver of consumer awareness and purchase intention.
  • Showed that consumer trust mediates the relationship between digital marketing exposure and actual online purchasing decisions, shaped by platform ease of use, promotional activities, and online reviews.

Cite This Study

Perez Carlos JR (2026) studied this question.

synapsesocial.com/papers/6a8aae337677a341144470c0https://doi.org/10.5281/zenodo.22037902
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