L’impact de la credibilite des influenceurs sur Instagram sur l’intention d’achat des internautes marocains
Open accessAbstract
L'objectif de cet article de recherche est d’étudier la crédibilité perçue des influenceurs sur Instagram et son impact sur l’intention d’achat des internautes marocains. La crédibilité est étudiée sous quatre dimensions qui sont l’expertise, la confiance, l’attractivité physique et l’attractivité sociale. Cette étude vise aussi à préciser laquelle de ces dimensions de la crédibilité impacte le plus l’intention d’achat. Nous avons réalisé une étude quantitative à l’aide d’un questionnaire diffusé en ligne. Les données recueillies auprès de 212 répondants ont montré que l’attractivité physique est la dimension qui impacte le plus l’intention d’achat des consommateurs suivie par la confiance perçue des influenceurs. En revanche, il s’est avéré que les deux autres dimensions de la crédibilité n’ont pas d’impact sur l’intention d’achat.
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The relationship between influencer credibility and purchase intention is not purely direct.
“However, this relationship is not purely direct (Domguia and Evina, 2025;Ghandour and Touhami, 2023).”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Ghandour and Touhami, 2023
The finding aligns with prior Moroccan studies and broader international literature while extending them by demonstrating that the credibility-intention link is substantially mediated by relational constructs.
“It also aligns with prior Moroccan studies (Azzouzi and Naoui, 2025;Ghandour and Touhami, 2023) and with the broader international literature (Martiningsih and Setyawan, 2022;Sokolova and Kefi, 2020) while extending them by demonstrating that the credibility-intention link is substantially mediated by relational constructs.”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Ghandour and Touhami, 2023
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Nassim, S., Soulami, M., Hasinat, I., Nassim, I., & Touate, S. (2026) · Frontiers in Communication · doi:10.3389/fcomm.2026.1911649
- Authors
- GHANDOUR, A., & OUAZZANI TOUHAMI, Z.
- Venue
- Revue des Etudes Multidisciplinaires en Sciences Economiques et Sociales
- Publisher
- Revue des Etudes Multidisciplinaires en Sciences Economiques et Sociales
- Published
- 2023-10-02
- OpenAlex
- W6910259903
- Cited by
- 1
- References
- 0
- Citations by year
- 2026: 1
- FWCI
- 0.00
- Type
- journal article
- Language
- fr
- Open access
- diamond
- doi.org
- Licence
- Locations
- Revue des Etudes Multidisciplinaires en Sciences Economiques et Sociales (cc-by-nc)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- influencer credibility, Instagram influencers, purchase intention, perceived expertise, perceived trust, physical attractiveness, social attractiveness, Moroccan consumers, social media marketing
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