L’impact de la crédibilité des influenceurs sur Instagram sur l’intention d’achat des internautes algériens Etude de cas de « Rifka et son produit Rifkus. »

Abstract

This study aims to investigate the perceived credibility of influencers on Instagram and its impact on the purchase intention of Algerian online users. Credibility is examined through three dimensions: expertise, trustworthiness, and attractiveness. This research also seeks to determine which of these credibility dimensions has the most significant impact on purchase intention. A quantitative descriptive study was conducted using an online questionnaire, and data collected from 120 respondents, analyzed using SPSS (version 27), showed that trustworthiness is the dimension with the most significant impact on consumers' purchase intention, followed by the perceived attractiveness of influencers. In contrast, it was found that the other dimension of credibility (expertise) does not have a significant impact on purchase intention, unlike the other dimensions.