THE IMPACT OF SOCIAL MEDIA INFLUENCER CHARACTERISTICS ON MOROCCAN CONSUMERS’ PURCHASE INTENTION TOWARD FAST-MOVING CONSUMER GOODS (FMCG)

Abstract

Social media influencers have become important marketing actors capable of shaping consumers’ attitudes and purchasing behaviors. However, limited research has examined the determinants of influencer effectiveness in emerging markets and within the Fast-Moving Consumer Goods (FMCG) sector. Drawing on the Theory of Reasoned Action (TRA), this study investigates the impact of influencer antecedents on Moroccan consumers’ purchase intentions toward FMCG products.
Data were collected from 211 Moroccan consumers familiar with social media influencers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that trust, credibility, influencer-product congruence, and subjective norms significantly and positively influence consumers’ attitudes toward influencers. Trust emerged as the strongest predictor of attitude toward the influencer. Furthermore, attitude toward the influencer positively affects both attitude toward the brand and purchase intention, while attitude toward the brand also significantly enhances purchase intention.
This study extends the application of the Theory of Reasoned Action to influencer marketing in the FMCG context and provides practical insights for marketers seeking to enhance the effectiveness of influencer campaigns. The findings highlight the importance of selecting trustworthy, credible, and product-congruent influencers to strengthen brand perceptions and stimulate consumer purchase intentions.