From Digital Influence to Purshase : How Do E-Influencers Impact Moroccans’purshasing Decisions ?

The exponential growth in the use of social networks has revolutionized the acquisition and dissemination of information through the sharing of knowledge and trends. This unprecedented digital mutation has prompted organizations to innovate new marketing strategies, with the aim of reaching a large number of consumers in a short space of time and at lower cost. This has given rise to a new key figure: the digital influencer. Considered to be a true modern-day opinion leader, and given their high powers of persuasion, they play a crucial role in attitudinal change and consumer decision-making. Through a research methodology based on descriptive methods and using documentary analysis techniques, the article aims to shed light on the different theories mobilized to study the phenomenon of social influence by digital means through a set of determinants linked to the characteristics of the source such as credibility, attractiveness, homophily, as well as para-social interaction, others linked to the characteristics of the content broadcast as well as those related to the characteristics of the receiver. From a managerial point of view, the aim is to enable companies, through the use of influencers, to ensure proximity, commitment and involvement on the part of their customers.