The effect of influencer marketing on the purchase intention of Moroccan consumers: A study of influencers on Instagram

L'effet du marketing d'influence sur l'intention d'achat des consommateurs marocains: Une étude des influenceurs sur Instagram

Bouaddi Mohamed, Soukaina Cohen, Hafsa Moufakkir and Mohammed Beddaa
Additional contact information
Soukaina Cohen: USMBA - Université Sidi Mohamed Ben Abdellah [Fès]
Hafsa Moufakkir: UIT - Université Ibn Tofaïl
Mohammed Beddaa: UMD [Université Mohamed 1er] [Université Mohamed Premier] - Université Mohamed Ier [Oujda, Maroc] = Mohamed I University [Oujda, Morocco] = جامعة محمد الأول (ar)

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Abstract: This study explores the impact of influencer marketing on consumer purchase intentions, specifically within the context of Moroccan Instagram users. As influencer marketing continues to grow globally, understanding how different factors such as credibility, transparency, reactivity, and authenticity of influencers affect consumer behavior is crucial for brands seeking to optimize their marketing strategies. This research addresses the gap in existing literature regarding the influence of these factors on Moroccan consumers, where cultural and behavioral differences may shape consumer responses to marketing campaigns. A quantitative approach was employed, with data collected from 200 Moroccan Instagram users through a structured questionnaire. The results indicate that the four factors: credibility, transparency, responsiveness and authenticity have a positive influence on purchase intention, with authenticity having the strongest impact. These results are in line with previous studies in the global context and provide new information on the influence of these factors on the Moroccan consumer. The study has significant implications for brands and influencers aiming to adapt their marketing campaigns to better resonate with Moroccan consumers, ensuring greater engagement and effectiveness. At the same time, despite its contributions, the study has some limitations, including the sample size and focus on Instagram, which may not fully capture the diversity of consumer behaviour on other platforms. Future research could broaden the scope to include other digital platforms or a wider demographic group to further validate these findings and explore the evolving role of influencer marketing in the Moroccan territory.

Keywords: Influencer marketing; Instagram; purchase intention; credibility; transparency; responsiveness; authenticity; Marketing d’influence; intention d’achat; crédibilité; transparence; réactivité; authenticité (search for similar items in EconPapers)
Date: 2025-04-29
Note: View the original document on HAL open archive server: https://hal.science/hal-05060287v1
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Published in International Journal of Accounting, Finance, Auditing, Management and Economics, A paraître, 6 (5), 132-152/https://zenodo.org/records/15291618. ⟨10.5281/zenodo.15291618⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05060287

DOI: 10.5281/zenodo.15291618

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