Ouchen, OuissalYurdabak, Merve Kadriye2025-04-182025-04-1831 AralıkOuchen, 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.https://dergipark.org.tr/tr/pub/tujomr/issue/89670/1610683#article-authors-listhttps://hdl.handle.net/20.500.12713/6672This 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.eninfo:eu-repo/semantics/openAccessInfluencer MarketingOnline Buying BehaviorCustomer BehaviorDigital MarketingArticle328194