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AUTHOR(S):

Imane Margom, Mohammed Benamar

 

TITLE

The Effect of Influencers’ Physical Attractiveness on Moroccan Consumers’ Attitude and Purchase Intention on Instagram : an Exploratory Study

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ABSTRACT

The main objective of this study is to determine the effect of the physical attractiveness of influencers on the attitude and purchase intention of Moroccan consumers on Instagram, based on a comparative analysis between the opinions of influencers and consumers on the subject. We opted for a qualitative study, in the form of semi-directive interviews, with two groups of ten people each, which consist of 10 highly followed influencers in Morocco and 10 Moroccan consumers, with particular specificities, in order to obtain relevant results. It was found, as a result of the study, that physical attractiveness does not have an absolute effect on the attitude and purchase intention of Moroccan consumers, rather it has a paradoxical effect and depends on the nature of the endorsed product.

KEYWORDS

Physical attractiveness; influencers; attitude; purchase intention; consumers, Instagram

 

Cite this paper

Imane Margom, Mohammed Benamar. (2022) The Effect of Influencers’ Physical Attractiveness on Moroccan Consumers’ Attitude and Purchase Intention on Instagram : an Exploratory Study. International Journal of Economics and Management Systems, 7, 308-324

 

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