The Integration of Influencer Marketing into Territorial Governance: Strategic Levers for Enhancing Local Attractiveness

L’intégration des stratégies de marketing d’influence dans la gouvernance territoriale: leviers pour dynamiser l’attractivité locale

Anas Guerguer, El Mahdi Juiher and Adil El Jouali
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Anas Guerguer: Laboratoire des Études et Recherches en Sciences Économiques et de Management, Faculté des Sciences Juridique, Économiques et Sociales Ait Melloul, Université Ibn Zohr, Agadir, Maroc
El Mahdi Juiher: Équipe de Recherche Pluridisciplinaire en Gestion (ERPG), Faculté des Sciences Juridique, Économiques et Sociales Agadir, Université Ibn Zohr, Agadir, Maroc
Adil El Jouali: Laboratoire des Études et Recherches en Sciences Économiques et de Management, Faculté des Sciences Juridique, Économiques et Sociales Ait Melloul, Université Ibn Zohr, Agadir, Maroc

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Abstract: This article analyzes the strategic role of influencer marketing as an innovative lever for enhancing territorial attractiveness within the evolving framework of public governance in Morocco. Drawing on both theoretical foundations and empirical data, the study highlights how local governments can effectively leverage digital tools and social media influencers to increase territorial visibility, foster citizen engagement, and strengthen the legitimacy of public policies. By integrating influencer marketing into participatory governance practices, public authorities are shifting towards more interactive and tailored communication strategies that align with contemporary digital ecosystems. This approach reflects a broader transition in territorial governance, emphasizing co-construction, collaboration, and valorization of local assets. The article is grounded in key theoretical frameworks including collaborative governance, territorial capital theory, social network theory, and agenda-setting to assess the impact of digital influence strategies on the perception and attractiveness of territories. An empirical survey conducted in the Dakhla-Oued Eddahab region with 200 local stakeholders reveals strong correlations between the use of digital influencers and key dimensions such as territorial visibility, citizen participation, brand image, and policy credibility. The findings underscore the importance of establishing ethical, long-term partnerships between public and private actors while ensuring cultural and linguistic relevance in communication efforts. The study ultimately advocates for a digitally driven, participatory, and transparent model of territorial governance, capable of meeting current challenges in local development and public trust.

Keywords: Communication publique; Participation citoyenne Influencer marketing; Territorial governance; Place branding; Local attractiveness; Public communication; Citizen participation; Attractivité locale; Gouvernance territoriale; Marketing d'influence; Marketing d'influence Gouvernance territoriale Attractivité locale Communication publique Participation citoyenne Influencer marketing Territorial governance Place branding Local attractiveness Public communication Citizen participation (search for similar items in EconPapers)
Date: 2025-08-19
New Economics Papers: this item is included in nep-ara
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Published in International Journal of Research in Economics and Finance, 2025, 2 (7), pp.76-90. ⟨10.71420/ijref.v2i7.152⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05238804

DOI: 10.71420/ijref.v2i7.152

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