The digitalization of social influence practices in Morocco and its effect on attitudinal change and purchase behavioral intention

Abstract

The phenomenon of digital influencers considered as electronic opinion leaders is proving to be a relevant practice adapted to the current context of digital transformation. The aim of this research work is to shed light on the various theories mobilized to study the effect of social influence via digital channels on the attitudinal change and purchasing behavioral intention of Moroccan consumers, in order to clarify the role of the digital influencer by focusing on the issues of credibility, authenticity and homophily of this social connector, and by showing the contribution of the quality of the content disseminated in the involvement and commitment of the virtual community following the para-social interaction established via social networks. The original aspect of this research lies in the interdisciplinary specificity of two distinct but complementary approaches combining the theories of social psychology and those of consumer behavior through a research methodology based on descriptive methods supported by documentary analysis techniques