Impact Of Online Advertising Credibility On Youth Purchasing Intention

In this present scenario,the tendency of using the internet advertisement platforms,especially through social media such as Facebook or YouTube for advertising their products or services are now acting as a major factor in the Cambodian market,.Many of the customers who intend to access products or services are observed to be youth.Through this means,the statistics of this group to use social media for different purposes noticeably keep increasing.The current research is to investigate Impact of online advertising credibility on youth purchasing intention Phnom Penh.The purpose of our study was to launch the impact of online advertising credibility on youth purchasing intention in case in Phnom Penh.Research study was guided by the following specific objectives are:to find out how the online advertising credibility effect on youth purchasing intention,to determine brand awareness plays an important role in purchase intention in online advertising credibility,to find out E-WOM influence on purchase intention in online advertising credibility.To conduct this researcher,the researcher develops and tests the conceptual model of purchasing intention.To interpreting the data,researcher used the Statistical Package for Social Sciences(SPSS).Both SPSS(Statistical Package for the Social Services)version 25.0 and AMOS 21.0 were used wisely to analyze collected data and test hypothesis and theories applied in this research.Primary data were obtained through the administration of questionnaires that was designed according to the specific objectives of this research.The questionnaires included close-ended questions which were in form of a 5-point Liker scale(strongly disagree,disagree,uncertain,agree or strongly agree)based on the research objectives and also open ended questions.Exploratory factor analysis,confirmatory factor analysis,and structural equation modeling were used to analyze the data.The result of the finding pointed that the online advertising credibility has no direct positive effect on youth purchasing intention.It showed that online advertising credibility cannot direct effect on purchasing intention without any indirect factors.So brand awareness and EWOM has strongly positive impact on purchase intention so both factors support the online advertising credibility has effect on purchasing intentin.