社群媒體已在世界各地廣泛使用，以進行溝通、收集信息和分享意見。社群媒體還可以用作促進工具，以建立和加強公司與客戶之間的關係，從而在兩方之間建立比傳統新聞媒體更可信賴的鏈接，社群媒體創造了一種新型的社群媒體網紅行銷。根據文獻表示，柬埔寨的社群媒體用戶數量正在增長。本研究旨在建立一解釋影響柬埔寨社群媒體用戶的社群媒體影響可信度（來源可信度和內容影響）的研究模型。本研究之研究樣本取自柬埔寨262位柬埔社群媒體用戶，以SPSS 23及SmartPLS軟體進行分析。這項研究結果支持我們的假設為提高社群媒體網紅在營銷領域的可信度標準提供了實證證據。這些結果不僅對專業人員有用，而且對學者調查社群媒體網紅之影響力也有幫助。 Social Media has been widely using all around the world to make communication, gathering information, and sharing the opinion. Social media can also be used as a promotional tool to create and strengthen relations between companies and customers, thereby creating more trustworthy links between the two parties than traditional news media. Pervious study pointed that the rate of social media users in Cambodia is growing, and recently witness two million new users and they like to follow the famous social media user, additionally recognized them as social media influencer also. This study aims to create a research model of social media influence credibility (source credibility and content influence) that influence social media users in Cambodia. Furthermore, this study identifies the influence of social media credibility toward consumer behavior such as perceived persuasiveness, perceived usefulness, the attitude that make they intending to purchase the product when they saw the advertisement from social media user. 262 Cambodian data were collected from social media users to have followed, like, and share history on social media influencer's Facebook homepage. The testing hypotheses in this study were used SPSS 25.0 software and the Smart Partial Least Squares (PLS) software. This study's result has provided a theoretical foundation for new digital marketing and provided empirical evidence to enhance social media influencer credibility criterion for the marketing field. These results are not only practical for professionals but also helpful for academics to investigate influential variables for social media influencer's credibility.
