THE INFLUENCE OF FACEBOOK PARTICIPATION ON COMMUNITY PROMOTION, COMMUNITY IDENTIFICATION, BRAND TRUST, AND BEHAVIORAL CHANGE OF COSMETICS PURCHASE DECISION OF GENERATION Y CONSUMERS IN PHNOM PENH, CAMBODIA

Authors

  • Sokpor Sy Faculty of International College, Panyapiwat Institute of Management
  • Sunida Piriyapada Faculty of International College, Panyapiwat Institute of Management

Keywords:

Facebook Participation, Community Promotion, Community Identification, Brand Trust, Behavioral Change

Abstract

The main objective of the study is to investigate how Facebook participation influences community promotion and community identification as well as to explore the effect of community promotion and community identification on brand trust, and behavioral change of Generation Y Female Consumers in Phnom Penh, Cambodia. Data collection in this research was conducted using a convenient sampling method by selecting in a sample size of 249 female Facebook users who are in generation Y, who age from 23-38 years old and currently living in Phnom Penh city, Cambodia. A multiple regression analysis was administered to test the relationship between variables. The results demonstrated that Facebook participation has positive effects on both community promotion and community identification. Moreover, it revealed that both community promotion and community identification have significantly direct effects on brand trust, and behavioral change. Consequently, brand trust has a significant positive effect on behavioral change of cosmetics purchase decision. In conclusion, the key research recommendations were proposed to the cosmetics companies in a sense that they can segment cosmetics online market, as well as provide an attractive digital marketing plan through the use of Facebook tools.

Downloads

Download data is not yet available.

References

Casamassima, M., & Paolo, R. (2011). The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word of mouth advertising: The ZARA case. Online Inf. Rev., 35, 517-542. doi:10.1108/14684521111161918

Curran, K., Graham, S., & Temple, C. (2011). Advertising on facebook. International Journal of E-Business Development (IJED), 1(1), 26-33. Retrieved from https://www.researchgate.net/publication/268289406_Advertising_on_Facebook

Datta, A., & Acharjee, M. (2018). Consumers attitude towards online shopping: Factors influencing young consumers to shop online in Dhaka, Bangladesh. International Journal of Management Studies, 3(4), 1-13. doi:10.18843/ijms/v5i3(4)/01

Dimock, M. (2019). Home-defining generations: Where millennials end and generation Z begins. Retrieved from https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/

Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498-526. https://doi.org/10.1108/IntR-01-2014-0020

Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39. https://doi.org/10.1108/YC-07-2016-00622

Euromonitor International. (2020). Beauty and personal care in Cambodia. Retrieved from https://www.euromonitor.com/beauty-and-personal-care-in-cambodia/report

Ho, C. W. (2014). Consumer behavior on facebook does consumer participation bring positive consumer evaluation of the brand?. EuroMed Journal of Business, 9(3), 252-267. doi: 10.1108/EMJB-12-2013-0057

Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive marketing, 8(4), 269-293. Retrieved from https://doi.org/10.1108/JRIM-02-2014-0013

KEMP, S. (2019). Digital 2019: CAMBODIA. Retrieved October 29, 2019, from https://datareportal.com/reports/digital-2019-cambodia?rq=Cambodia

Kerlinger, F. (2019). 15 reasons to choose quantitative over qualitative research. Retrieved from https://www.formpl.us/blog/quantitative-qualitative-research

Mintel. (2020, August 25). Global consumer trend 2030. Retrieved from https://www.mintel.com/global-consumertrends?gclid=Cj0KCQjw7Nj5BRCZARIsABwxDKLA0mI96qHn_qpu40ORqIWYITFFs52DFsCaitbI0VRBh-6LKbrV8NsaAnZkEALw_wcB

Popp, B., & Woratschek, H. (2017). Consumers' relationships with brands and brand commmunities: The multifaceted roles of identificaiton and satisfaction. Journal of Retailing and Consumer Services, 35, 46-56. Retrieved from https://doi.org/10.1016/j.jretconser.2016.11.006

Qu, H., & Lee. H. (2011). Travelers’ social identification and membership behaviors in online travel community. Journal of Tourism Management, 32(6),1262-1270. Retrieved from https://doi.org/10.1016/j.tourman.2010.12.002

Rana, A. (2018). Face-book marketing and its Influence on consumer buying behaviour in Kathmandu. Journal of Business and Social Sciences Research, 1(1), 111-128. doi:10.3126/jbssr.v1i1.20952

Richard, J. E., & Guppy, S. (2014). Facebook: Investigating the influence on consumer purchase intention. Asian Journal of Business Research, 4(2), 1-15. doi:10.14707/ajbr.140006

Rouse, M. (2020). Facebook page. Retrieved from https://whatis.techtarget.com/definition/Facebook-page

Silvia, S. (2019). The importance of social media and digital marketing to attract millennials’ behavior as a consumer. Journal of International Business Research and Marketing, 4(2), 7-10. doi:http://dx.doi.org/10.18775/jibrm.18498558.2015.42.3001

Spencer, C., & Giles, N. (2001). The planning, implementation and evaluation of an online marketing campaign. Journal of Communication Management, 5(3), 287-299. Retrieved from https://doi.org/10.1108/13632540110806839

Statista. (2020, July 27). Personal care in Cambodia. Retrieved from https://www.statista.com/outlook/254/185/personal-care/cambodia#market-globalRevenue

Uddin, M. A., & Razu, A. R. (2019). Influences of facebook advertisement on the buying behavior of youth groups: A comparative study of Bangladesh and Turkey. International Journal of Academic Research in Business and Social Sciences, 9(2), 433–448.doi:10.6007/IJARBSS/v9-i2/5578

Downloads

Published

2021-12-25

How to Cite

Sy ซ., & Piriyapada ส. (2021). THE INFLUENCE OF FACEBOOK PARTICIPATION ON COMMUNITY PROMOTION, COMMUNITY IDENTIFICATION, BRAND TRUST, AND BEHAVIORAL CHANGE OF COSMETICS PURCHASE DECISION OF GENERATION Y CONSUMERS IN PHNOM PENH, CAMBODIA. Suthiparithat (Journal of Business and Innovation: SJBI), 35(4), 177–205. Retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/252486

Issue

Section

Research Articles