The Impact Of Social Media Influencers On Consumer Purchase Decision In Cambodia

Social Media Influencers has becoming the popular for social media marketer in recent period due to the rise of the number of people who use social media around the world especially in Cambodia.Cambodians are getting familiar in using social media in order to communicate as well as selling and buying on social media like Facebook,Instagram,etc.For this reason,the most business owner has transformed their traditional advertisement to modern advertisement through by using digital marketing.However,social media influencer marketing has been becoming a trendy social media campaign.Social media influencers marketing is the marketing campaign that the business owner or marketer endorse the normal people who is popular in their social media account and have thousands of followers which known for their niche audiences.Since this it is a relatively new marketing campaign,there weren't many researches in it which is the delightful opportunity for me to do the in-depth study regarding the impact of social media influencers toward consumer purchase intention.This study focuses on source of attractiveness,meaning transfer,and trustworthiness.Data collection was designed using convenient sampling with 267 respondents.