The Effect of Influencer Marketing on Purchase Intention: Online Buying Behavior in Morocco

Öz

This 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.

Anahtar Kelimeler

• Influencer Marketing
• Online Buying Behavior
• Customer Behavior
• Digital Marketing

Influencer Pazarlamanın Satın Alma Yönelimine Etkisi: Fas’ta Çevrimiçi Satın Alma Davranışı

Öz

Bu makale, çevrimiçi satın alma davranışı ve itici güçleriyle ilgili dört temel hipotez aracılığıyla, etkileyici pazarlamanın Faslı tüketicilerin çevrimiçi satın alma davranışı üzerindeki etkisini araştırmaktadır. Bu çalışma, etkileyicilerin güvenilirliği, benzerliği, aşinalığı ve özgünlüğünün, Faslı müşterilerin çevrimiçi satın alma davranışını birlikte etkilediğini iddia etmektedir. 300 Faslı katılımcının yer aldığı bir anket yürütülmüştür. Bundan sonra, elde edilen yanıtlar üzerinde kapsamlı bir yorumlama yapılmıştır. Bulgular, aşinalık, benzerlik, özgünlük ve güvenilirlik gibi etkileyici faktörlerin Faslı çevrimiçi satın alma davranışı üzerindeki etkisine dair güçlü kanıtlar göstermektedir ve tüm varsayımları doğrulamaktadır. Özetle, bu çalışma, Faslı tüketicilerin çevrimiçi satın alma davranışlarını şekillendirmede etkileyici pazarlamanın kritik işlevini vurgulamaktadır. Bulgular, Faslı tüketicilerin çevrimiçi satın alma davranışlarını etkilemek isteyen pazarlamacılar için pratik öneme sahiptir ve Fas pazarında etkileyici pazarlama stratejilerini iyileştirmelerine yardımcı olabilir.

Anahtar Kelimeler

• Influencer Pazarlama
• Online Satın Alma Davranışı
• Müşteri Davranışı
• Dijital Pazarlama

Kaynakça

1. Bell, E., Bryman, A., & Harley, B. (2018). Business Research Methods. Oxford, England: Oxford University Press.
2. Bernoff, J., & Li, C. (2011). Groundswell: Winning in a world transformed by social technologies (Expanded and revised edition). Harvard Business Review Press.
3. Berthon, P. R., Pitt, L. F., & Campbell, C. (2007). Ad lib: When consumers create the ad. California Management Review, 50(1), 6-30.
4. Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers' purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838-856.
5. Cobain, D. (2020). How influencer marketing affects consumer buying behaviour. Retrieved from https://blog.miappi.com/how-influencer-marketing-affects-purchasing-behaviour.
6. Coon, M. (2010). Social media marketing: Successful case studies of businesses using Facebook and YouTube with an in-depth look at the business use of Twitter (Master's thesis).
7. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
8. Gordhamer, S. (2009). 4 ways social media is changing business. Mashable. Retrieved from http://mashable.com/2009/09/22/social-media-business.

9. Jiang, J., & Anderson, M. (2018). Teens, social media & technology 2018. Pew Research Center. Retrieved from https://www.pewresearch.org/internet/2018/05/31/teens-social-media-technology-2018.
10. Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, “micro-celebrity” and the rise of social media influencers. Celebrity Studies, 8(2), 191-208.
11. Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson Education.
12. Lou, C., & Yuan, S. (2018). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 18(1), 58-73.
13. Malhotra, N. K., & Dash, S. (2016). Marketing Research: An Applied Orientation (7th ed.). Pearson Education.
14. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
15. Martensen, A., Brockenhuus-Schack, S., & Zahid, A. L. (2018). How citizen influencers persuade their followers. Journal of Fashion Marketing and Management: An International Journal, 22(3), 335-353.
16. Miller, K. D., Fabian, F., & Lin, S. (2009). Strategies for online communities. Strategic Management Journal, 30(3), 305-322.
17. Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090-1098.
18. Santos, A. (2020). In the Philippines, distance learning reveals the digital divide. Boell Foundation. Retrieved from https://eu.boell.org/en/2020/10/06/philippines-distance-learning-reveals-digital-divide.
19. Saunders, M., Lewis, P., & Thornhill, A. (2011). Research Methods for Business Students (5th ed.). Pearson Education.
20. Shamsudeen, S.A., Ganeshbabu, P., (2018) A Study on the Impact of Social Media Marketing Trends on Digital Marketing. Shanlax International Journal of Management, 6 (1), 120–125.
21. Wind, J., & Rangaswamy, A. (2001). Customization: The next revolution in mass customization. Journal of Interactive Marketing, 15, 13-32.