The impact of social media influencer marketing on the consumption habits of millenials: Case study of Morocco

This study addresses a key research gap by examining how social media influencer marketing affects Moroccan millennials' consumption habits, a group with a significant purchasing power and a large share of consumer transactions. After a worldwide digital shift driven by social media, influencer marketing has become a powerful tool for firms to reach their target audience. With Morocco's influencer marketing environment is growing throughout the years, social media influencers' effects on Moroccan consumer-brand relationships, brand selections, and consumption habits are the focus of the study. Motivated by the lack of English and non-Western study on the topic this research fills the gap. Hence, social media influencers' effects on consumer behavior should be studied in Morocco's distinct cultural and digital context. While Moroccan millennials appreciate influencers for entertainment, relatability, and self-reflection, their customer loyalty is low, stressing the need of authenticity in influencers and brands. Their consumptions behaviors are affected by positive motives as learning, and negative consequences including time waste and mental health harm. These findings highlight the intricate interaction of internal factors like beliefs and ambitions, external factors like cultural influences and financial stability, and ethical issues. To engage with Moroccan millennials, marketers should focus on authenticity, cultural sensitivity, and ethics due to their complex connection with influencer marketing. Beyond academic investigation, this study provides significant data to assist marketers in negotiating the complex terrain of influencer marketing among Moroccan millennials and customize marketing techniques to local additional considerations.