由於Z世代客戶在柬埔寨全人口中佔有的重要比例，因此Z世代客戶在當前的潛在客戶中佔有很大的比例。本研究旨在檢驗在社交媒體行銷傳播之情境（企業創建之社群媒體及使用者自創之社交媒體）下，Z世代對化妝品品牌之影響為何？本研究採用量化研究法，以柬埔寨化妝品消費者為樣本資料，進行網路調查來驗證假設。本研究共蒐集了371名受訪者的樣本，透過探索性因素分析、共同方法變異、smart-PLS和Sobel檢驗進行數據分析。結果顯示Z世代更喜歡兩種社交媒體行銷傳播方式來接觸品牌。社交媒體營行銷傳播因素的兩個主要構面對品牌資產、品牌信任和品牌滿意度有重大影響。品牌資產和品牌信任已成為可以協調公司創建的社交媒體傳播的媒介和用戶自創的社交媒體傳播對品牌滿意度影響的媒介。品牌體驗之干擾變數可以加強品牌資產和品牌信任對品牌滿意度的影響。再者，大多數以前的研究並未全面性地整合到關於Z世代行為對品牌資產之影響，此研究結果可為在未來進行品牌資產研究的研究者在進行實證檢驗提供重要參考。這些結果也有助於專業人士確定營銷策略和品牌管理，以提高品牌資產和公司的盈利能力。 Generation Z customers indicated a significant share of the current potential customer today due to its significance portion of the entire population. This study aimed to investigate the effect of generation Z behavior toward cosmetic brands through social media marketing communication (firm created social media communication and user-generated social media communication). The study adopted the quantitative approach to collect the data from cosmetic consumers and to test hypotheses through an online survey in Cambodia. Exploratory factor analysis, common method variance, smart-PLS, and Sobel's test were used for data analysis by utilizing the sample of 371 respondents. The results indicated that Generation Z preferred both types of social marketing communication to access the brand. The two major dimensions of social media marketing communication factors have significant influences on brand equity, brand trust, and brand satisfaction. Brand equity and brand trust have served as two mediators that can mediate the impacts of the firm created social media communication and user-generated social media communication on brand satisfaction. Brand experience can moderate the influences of brand equity and brand trust on brand satisfaction. Subsequently, most of the previous studies do not integrate into a more comprehensive generation Z behavior on brand equity; the results of this study have provided as an essential reference for academicians to conduct further empirical validations on the research of brand equity. The effects are also beneficial for professionals to identify the marketing strategy and brand management to boost brand equity and the profitability of the firm.
