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

Tina Pheap, Sophors Phai, Cheonghuy Keo, Morin Tieng, Vicheka Chhoeurm and Rany Sam
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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

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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

Keywords: Firm-Created Content; User-Generated Social Media Content; Purchase Intention; Customer-Based Brand Equity; Social Media Communication (search for similar items in EconPapers)
Date: 2026-10-15
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Published in European Journal of Management, Economics and Business, 2026, 3 (5), pp.149-173. ⟨10.59324/ejmeb.2026.3(5).12⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05802320

DOI: 10.59324/ejmeb.2026.3(5).12

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