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Social Media Communication, Customer-Based Brand Equity, and Purchase Intention: Evidence from Battambang

Author

Listed:
  • Tina Pheap

    (Marketing, Business Administration and Tourism, National University of Battambang, Cambodia)

  • Sophors Phai

    (Marketing, Business Administration and Tourism, National University of Battambang, Cambodia)

  • Cheonghuy Keo

    (Marketing, Business Administration and Tourism, National University of Battambang, Cambodia)

  • Morin Tieng

    (National University of Battambang, Battambang City, Cambodia)

  • Vicheka Chhoeurm

    (National University of Battambang, Battambang City, Cambodia)

  • Rany Sam

    (National University of Battambang, Battambang City, Cambodia)

Abstract

The current research aims to examine the influence of social media communication on the customer-based brand equity (CBBE) and purchase intention of consumers in Battambang city in Cambodia. A quantitative research methodology was used in this study, where structured questionnaires were administered to 300 respondents who were social media users and consumers with brand experience. Given that the population in Battambang city was unknown, a nonprobability sampling technique was used to recruit participants from Battambang city. Descriptive statistics, reliability analysis via Cronbach's alpha, Pearson correlation, regression analysis in JASP, and bootstrapped mediation analysis were used for the data analysis. Both Firm- Created Content (FCC) and User-Generated Content (UGC) positively influence all four CBBE dimensions, such as Brand Awareness, Brand Image, Perceived Quality, and Brand Loyalty (p

Suggested Citation

  • Tina Pheap & Sophors Phai & Cheonghuy Keo & Morin Tieng & Vicheka Chhoeurm & Rany Sam, 2026. "Social Media Communication, Customer-Based Brand Equity, and Purchase Intention: Evidence from Battambang," Post-Print hal-05802320, HAL.
    • Handle: RePEc:hal:journl:hal-05802320
    DOI: 10.59324/ejmeb.2026.3(5).12
    as

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