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Cited by 2Digital Marketing and Social MediaConsumer Behavior and Marketing InfluenceConsumer Perception and Purchasing Behavior

Impact de la communication digitale par le biais des influenceurs sur l’intention d’achat en ligne des produits de mode: étude quantitative sur la base de la modélisation par les équations structurelles

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Meriem AZZOUZI, Fouad NAOUI·2025·African Scientific Journal
DOI 10.5281/zenodo.17193039
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Abstract

Résumé : Le marketing d’influence s’impose aujourd’hui comme un levier central des stratégies digitales, notamment en raison de l’impact significatif des recommandations des influenceurs sur le comportement des consommateurs. Cette recherche s’intéresse spécifiquement à l’influence des leaders d’opinion digitaux sur Instagram, dans le secteur de la mode, et à leur effet sur l’intention d’achat en ligne. Elle mobilise plusieurs cadres théoriques, notamment la psychologie sociale, le modèle ELM (Elaboration Likelihood Model) et le modèle OSAM, pour expliquer les mécanismes d’influence et les déterminants du comportement d’achat en ligne. Un modèle conceptuel intégrateur a été construit autour de variables clés : la crédibilité de la source (fiabilité, attractivité, expertise), la qualité du contenu, la congruence perçue entre l’influenceur et la marque, l’attitude envers la marque et l’intention d’achat en ligne. La recherche a suivi une démarche mixte : une première phase qualitative exploratoire par entretiens semi-directifs, suivie d’une étude quantitative confirmatoire par modélisation en équations structurelles. Au total, 350 réponses ont été collectées, représentant un taux de réponse modéré. Après un processus de vérification et de nettoyage des données, 324 observations ont été retenues, celles-ci répondant pleinement aux critères de l’étude. Ce nombre d’observations dépasse largement le seuil recommandé par Chin et al. (2008), ce qui confère une robustesse statistique satisfaisante aux analyses menées et justifie la poursuite du processus de modélisation. Les résultats mettent en évidence que la fiabilité et l’expertise de la source, la qualité du contenu ainsi que la congruence perçue entre l’influenceur et la marque constituent des déterminants majeurs de l’intention d’achat en ligne. Ces résultats confirment ainsi l’importance de la crédibilité et de la pertinence perçue des messages diffusés par les influenceurs numériques dans le processus de persuasion et de formation des intentions comportementales des consommateurs. Mots clés : Marketing d’influence, Influenceur digital, crédibilité de la source, qualité du contenu, congruence perçue, attitude et intention d’achat en ligne, Instagram Abstract: Influencer marketing has established itself as a central lever of digital strategies, largely due to the significant impact of influencer recommendations on consumer behavior. This research focuses specifically on the influence of digital opinion leaders on Instagram within the fashion sector, and their effect on online purchase intention. Several theoretical frameworks are mobilized, including social psychology, the Elaboration Likelihood Model (ELM), and the OSAM model, to explain influence mechanisms and the determinants of online purchasing behavior. An integrative conceptual model was developed around key variables: source credibility (trustworthiness, attractiveness, expertise), content quality, perceived congruence between the influencer and the brand, attitude toward the brand, and online purchase intention. The research adopted a mixed-methods design, consisting of an exploratory qualitative phase through semi-structured interviews, followed by a confirmatory quantitative study using structural equation modeling. In total, 350 responses were collected, representing a moderate response rate. After data screening and cleaning, 324 valid observations were retained, as they fully met the study’s criteria. This number of observations largely exceeds the threshold recommended by Chin et al. (2008), thereby ensuring satisfactory statistical robustness for the analyses conducted and justifying the continuation of the modeling process. The findings reveal that source trustworthiness and expertise, content quality, and perceived congruence between the influencer and the brand are major determinants of online purchase intention. These results confirm the pivotal role of credibility and perceived relevance of digital influencers’ messages in the persuasion process and in shaping consumers’ behavioral intentions. Keywords: Influence marketing, Digital influencer, source credibility, content quality, perceived congruence, attitude and online purchase intention, Instagram.

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  • Trust represents a complementary relational mechanism that reflects consumers' willingness to rely on an influencer's recommendations by reducing uncertainty and perceived risk.

    “Trust represents a complementary relational mechanism that reflects consumers' willingness to rely on an influencer's recommendations by reducing uncertainty and perceived risk (Azzouzi and Naoui, 2025;Lou and Yuan, 2019).”

    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 Azzouzi and Naoui, 2025

    In the paper’s section labeled “Mots” (page not available), Azzouzi and Naoui say that a trusted influencer may lessen perceived purchase risk and discuss the importance of consumer trust. The passages do not define trust as willingness to rely on recommendations or describe it as a complementary relational mechanism that reduces uncertainty. (LLM, conf=0.83)

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  • 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 Azzouzi and Naoui, 2025

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Cited by

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Authors
AZZOUZI, M., & NAOUI, F.
Venue
African Scientific Journal
Publisher
African Scientific Journal
Published
2025-09-24
ISSN
2658-9311 (ISSN-L)
DOI
10.5281/zenodo.17193039
OpenAlex
W7083198247
Cited by
2
References
0
Citations by year
2026: 2
FWCI
2.29
Type
journal article
Language
fr
Open access
Licence
Locations
  • African Scientific Journal (publishedVersion, cc-by-nc-nd)
  • Zenodo (CERN European Organization for Nuclear Research) (cc-by)
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 › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
Keywords
social media influencers, influencer marketing, online purchase intention, fashion products, Instagram, source credibility, content quality, perceived congruence, brand attitude, elaboration likelihood model, consumer behavior, persuasion, social media marketing, digital marketing strategy, consumer-brand relationships, brand awareness, brand recall, brand consideration, brand preference, brand purchase intention

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