DEVELOPMENT OF ASSESSMENT CRITERIA OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION AMONG SOCIAL MEDIA USERS IN CAMBODIA: A MIXED METHOD RESEARCH

Abstract

The objectives of this research were 1) to develop the Social Media Marketing model (a) to develop a structural equation modelling (SEM) of Social media marketing activities on purchasing intention of product/services in Cambodia (b) to test construct validity with SEM of the Social Media Marketing with empirical data; (c) To find the suitable assessment criteria of social media marketing model using data from a semi-structured interview, 2) to develop assessment criteria of the SMM model using an explanatory sequential mixed-method with follow-up explanation design.

The stratified sampling technique was used to select quantitative samples when the purposive sampling technique was applied to select qualitative participants. The quantitative data was collected from 500 social media users in Cambodia using Google forms while qualitative data was collected from 7 experts using an online interview. Descriptive statistics and the SEM were used to analyze and test the research hypotheses. Subsequently, the results were validated by mixed-method. The results supported the research hypotheses at the statistical level p<.01 and p<.05. The finding exhibited the assessment criteria of social media marketing activities in five components and 26 indicators such as Customization, Entertainment, Interaction, Trendiness, and Perceived Risk which approved by follow-up explanation design. In the structural construct of SMM model found perfect goodness of fit to the model which consist of Chi-Square =191.11, df = 166, p = .08, RMSEA = .01, GFI = .97, CFI = 1.00, SRMR = .02, NFI= .99, NNFI=1.00. The finding could be consumed that the model could describe the Purchase Intention of social media users in Cambodia and explained 79.20% of the variances.

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