The Effect of Digital Social Influence on Attitudinal Change and Purchase Behavioral Intention of Consumers

Objective: The objective of our research is to study the phenomenon of digital social influence through a set of determinants linked on the one hand to the characteristics of the influencer, such as credibility, congruence and parasocial interaction, and on the other hand to the content disseminated, which must combine originality, uniqueness, reliability and argumentative force. Theorical framework : The article highlights the various theories used to study the crucial role of the social influencer in changing the attitudes and purchasing intentions of Moroccan consumers, such as the credibility model, the electronic word-of-mouth (E-WOM) model, the SOR model and the theory of reasoned action. Method : The methodology adopted to explain this topical phenomenon is based on descriptive methods supported by documentary analysis techniques in order to draw out the various theoretical concepts to clarify and provide answers to the many questions raising the issue of the credibility, homophily and popularity of the source, as well as the nature of the arguments presented in its content and their role in the process of forming consumer attitudes and purchase intentions. Results and Discussion: The results obtained show that the para-social interaction that exists between the influencer and the members of his or her community, social and physical attractiveness, homophily and credibility are basic criteria that, each in their own way, influence the subscriber's attitude and intention to buy. This work also confirms the idea that the perceived uniqueness and quality of publications appear to be crucial in strengthening the perceived trust between influencers and subscribers. Research Implications: This research will be of unprecedented managerial use, firstly by encouraging the regulation of the legal status of the digital influencer in Morocco, secondly by setting up specialised and in-depth university training in content production and social media management, and lastly by encouraging investment in scientific research in this rapidly expanding field, the direction of which is still emerging. Originality/Value: The originality of this research lies in its interdisciplinary nature, combining, on the one hand, the theories of persuasion from social psychology and, on the other, the theories of attitude and purchase intention from management sciences. The added value is the proposal of an appropriate conceptual model to respond to our problem linked to the role of the social digital influencer in the attitudinal change of his subscribers.