The Effect of Influencer Marketing on Purchase Intention: Online Buying Behavior in Morocco
Küçük Resim Yok
Tarih
31 Aralık 2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Beta İlim Derneği
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This article explores the impact of influencer marketing on the online buying behavior of Moroccan consumers, through four key hypotheses related to online buying behavior and its drivers. This study claims that the credibility, similarity, familiarity, and authenticity of influencers jointly impact the online buying behavior of Moroccan customers. A questionnaire involving 300 Moroccan participants was conducted. After that, a thorough interpretation was conducted on the obtained answers. The findings show strong evidence of the influence that influencer factors such as familiarity, similarity, authenticity, and credibility have on Moroccan online buying behavior, validating all the assumptions. In summary, this study underscores the critical function of influencer marketing in shaping Moroccan consumers’ online buying behavior. The findings hold practical relevance for marketers seeking to influence Moroccan consumer online buying behavior and can help them improve their influencer marketing strategies in the Moroccan market.
Açıklama
Anahtar Kelimeler
Influencer Marketing, Online Buying Behavior, Customer Behavior, Digital Marketing
Kaynak
Turkish Journal of Marketing Research
WoS Q Değeri
Scopus Q Değeri
Cilt
3
Sayı
2
Künye
Ouchen, O., & Yurdabak, M. K. (2024). The Effect of Influencer Marketing on Purchase Intention: Online Buying Behavior in Morocco. Turkish Journal of Marketing Research, 3(2), 81-94.
