How Social Media Advertising Influences on Consumers’ Purchase Intention: Evidence from Cambodia

The current paper explores the influence of social media advertising, brand trust, and customer’s attitudes toward advertising on buying intent in Cambodia. Social media platforms become increasingly important in marketing strategies. Therefore, marketers must understand their impacts on consumer behavior because it is crucial for businesses operations in emerging markets. This study is conducted on a sample of 371 consumers in Cambodia. The results illustrate that social media advertising has an impacting role on buying intention. The influence is facilitated by the perceived informativeness and entertainment value of the advertisements. Brand trust is also found to affect the customer’s buying intent. The study also emphasizes the impact consumer attitudes towards advertising. This shows that positive attitudes create effective marketing campaigns in social network platforms. The outcomes suggest that strengthening brand trust and informative advertisements can boost consumers’ purchasing intent.