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
Keywords:
Facebook Participation, Community Promotion, Community Identification, Brand Trust, Behavioral ChangeAbstract
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.
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