The influence of social media marketing on online buying behavior: Perception of experts in post-COVID-19 context in Morocco

Abstract This study aims to investigate the key factors influencing Moroccan consumers' online purchasing behavior through social media marketing, especially in a post-COVID context. The research focuses on understanding the roles of branding, emotional engagement, trust, and transparency in shaping consumer decisions. The study employs qualitative textometric analysis to identify the most frequently used terms and their relationships within the context of social media marketing and consumer behavior. Techniques such as hierarchical cluster analysis, factorial correspondence analysis (FCA), and network analysis of similarities were applied to reveal the connections between these factors and their impact on purchasing behavior. The analysis highlights that emotional engagement, trust, and transparency are pivotal in influencing Moroccan consumers’ purchase intentions. Emotional attachment, fostered through storytelling and transparent communication, enhances brand loyalty and trust. Moreover, word-of-mouth recommendations, supported by perceived product/service quality, play a crucial role in shaping purchase decisions. Social media serves as a key platform for brands to engage Moroccan consumers and build meaningful connections. Future research could extend these findings through a quantitative survey conducted directly with Moroccan online shoppers to validate the identified hypotheses and deepen the understanding of branding, emotional engagement, and trust on consumer behavior. The study provides actionable insights for brands operating in Morocco, highlighting the need to prioritize emotional engagement, transparency, and personalized content in their social media strategies. By doing so, brands can strengthen consumer trust and foster loyalty, driving purchase intentions and enhancing their market influence. This study sheds light on how social media marketing influences Moroccan consumers' online purchasing behavior, offering a fresh perspective in the post-COVID era. It provides valuable insights into the essential role of emotional connection, trust, and transparent communication, laying the groundwork for future research and strategic applications in marketing. Keywords: Social media marketing, Emotional engagement, Trust, Moroccan consumers, Online purchasing behavior.