The impacts of digital marketing on consumer behavior in Cambodia

Bc. Sokagnna Tiv

Master's thesis

Abstract:

Objectives of the thesis The main objective of this thesis is to research the impacts of digital marketing in Cambodia on consumer behavior, from the consumers' perspective. Partial objectives include: •To examine various digital (social) media platforms that could influence consumer behavior in Cambodia. •To identify types of products that Cambodian people purchase on digital media platforms. •To analyze factors that could affect decision making process of Cambodian people when purchasing. Methodology The diploma thesis comprises of both theoretical and practical and practical part. Theoretical part will contain theoretical background of the selected topic as well as the methodological framework. Scientific literature will be used to prepare the literature overview. The practical analysis will be based on secondary data obtained from various official sources, scientific journals, books, and some local newspapers. For primary data, questionnaire will be created and simple random sampling technique will be used to select the sample for data collection (with limitation to only Cambodian people living in Cambodia from or older than 18 years old). The data obtained from the survey will be used in statistical software SPSS for descriptive analysis as well as for hypotheses testing.

Keywords

Digital Marketing, Consumer Behavior, Social media, Consumer decision making process, Cambodian consumers, Statistical analysis

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 4. 4. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 25. 5. 2023
• Vedúci: Ing. Richard Selby, Ph.D.
• Oponent: Zdenek Linhart, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Economics and Management