In today's digital era, social media has become increasingly significant, as people rely on it heavily for discovering information. Each day, a vast amount of information is shared on social media platforms, accompanied by numerous advertisements displayed on users’ feeds. Moreover, communication between individuals has become more efficient and prompter, offering valuable insights for businesses involved in or considering social media marketing. With social media continually evolving, professionals are concerned about companies’ ability to maintain customer engagement and effectively promote their brands through advertisements, particularly in Cambodia's dynamic environment. Therefore, this study aims to investigate the latest perspectives of social media users and identify factors that contribute to understanding in the realm of social networking. The research took a quantitative approach, surveying 445 individuals from Phnom Penh, Cambodia. The collected data were analyzed using Statistical Package for the Social Sciences version 25 (SPSS25) and Analysis of Moment Structures version 23 (AMOS23). The findings from the structural equation modeling (SEM) analysis emphasize the importance of interactivity, informativeness, credibility, relevance, and performance expectancy in influencing customers’ intentions to make purchases. By prioritizing factors such as credibility, relevance, and performance expectancy, and incorporating customer feedback into their strategies, advertising companies can enhance the effectiveness of their campaigns and establish a strong presence for long-term success in Cambodia's rapidly evolving digital marketing landscape.