Marketing Activities among Social Media Users in Cambodia: Mixed Method Research

Cambodian people generally use social media sites before using Google to find information. It is commonly assumed that social media is a place for first impressions and where businesses must present their products and services. This study used an explanatory sequential mixed method with a follow-up explanation design to evaluate the construct validity of social media marketing activities (SMMAs) with empirical data and developed assessment criteria for SMMAs. The quantitative samples were chosen using the stratified sampling technique, whereas the qualitative participants were chosen using the purposive sampling technique. The quantitative data were gathered from 500 Cambodian social media users via Google Forms, whereas the qualitative data were collected from seven experts via an online interview. Descriptive statistics, confirmatory factor analyses (CFA), and content analysis were used to examine and test the research hypotheses. Subsequently, the key results were endorsed using a mixed method. The results uphold the research hypotheses at the statistical level p < .01. CFA with the goodness of fit indices confirmed the construct validity. The findings revealed SMMAs assessment criteria in five components and 27 indicators, including perceived risk, trendiness, interaction, customization, and entertainment, respectively. The quantitative and qualitative research findings of the assessment criterion of SMMAs in Cambodia, which were approved by the follow-up explanation design, complement each other.