10. FROM DIGITAL INFLUENCE TO PURSHASE : HOW DO E-INFLUENCERS IMPACT MOROCCANS’PURSHASING DECISIONS?

The actual context of digital mutation has prompted organizations to develop new marketing strategies to reach a large number of consumers in a short time and at a lower cost. This has given rise to a new key figure: the digital influencer. Considered to be a true modern-day opinion leader, and given their high powers of persuasion, they play a crucial role in attitudinal change and consumer decision-making. The objectives of this study are to promote the generalization of digital culture in Morocco and to formalize the status of influencers based on their professionalization and ethics. To achieve these objectives, the problem of the role of influencers in changing attitudes and purchasing intentions must be addressed. The research methodology is based on documentary analysis techniques especially a systematic literature review. The article aims to provide an overview of theories in order to understand the phenomenon in depth. Three complementary analytical components were studied; the characteristics of the source such as credibility, attractiveness, homophily, as well as para-social interaction, the characteristics of the content broadcast as well as the perception of the receiver. The main results of the study highlight the positive impact of influencers on the persuasion process within the virtual community. The managerial implications of this work are to enable companies, through the use of influencers, to ensure proximity, trust, and engagement on the part of their customers.

SETTOU, HIND; AOMARI, AMINA

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.58443

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/58443