The effect of influencer marketing on the purchase intention of consumers: Study case Instagram phenomena in Morocco

THE EFFECT OF INFLUENCER MARKETING ON THE PURCHASE INTENTION OF CONSUMERS: STUDY CASE INSTAGRAM PHENOMENA IN MOROCCO The emergence of social media has brought about a substantial transformation in the world of marketing, facilitating instantaneous and uninterrupted connections between businesses and potential customers, as well as allowing for direct interaction with customers. Instagram's power as a platform has empowered marketers to foster confidence and reliance between influencers and their target audiences. A significant proportion of enthusiastic social media users are Moroccan consumers, who depend significantly on these platforms for purchasing as well as communication and entertainment. The primary objective of this quantitative research endeavor is to analyze the impact of the credibility and quality of content created by Instagram influencers on the purchase intentions of Moroccans as a specific community group. We conducted an online survey by applying established advertising theory and the source credibility model. A sample of 486 Moroccans of all ages +18 and above and all genders, all of whom follow at least one Instagram influencer, was invited to participate in a digital survey. The information gathered was analyzed utilizing SPSS Version 24.0. The outcomes of this research reveal a positive impact on purchase intentions attributed to the credibility and quality of content created by Instagram influencers. Specifically, the study identifies credibility and content quality as the most influential factors. It is worth mentioning that Moroccan society demonstrates a preference for qualities such as reliability and physical attraction rather than experience. Keywords: content quality, intentions, influencers, Instagram, purchase, source credibility, Morocco, Moroccan consumers.