THE IMPACT OF INFLUENCER MARKETING ON ONLINE PURCHASE DECISION-MAKING

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dc.contributor.authorAbdellaoui Moataz Billah Abdelkrim Aissaoui Malika
dc.date.accessioned2026-09-24T09:44:19Z
dc.date.issued2025-07
dc.description.abstractThis study aims to address the issue centred on the impact of influencer marketing on online purchase decision-making. To achieve this objective, our work is divided into two chapters. The first chapter deals with the theoretical concepts of influencer marketing and its relationship with online purchase decision-making. The second chapter is dedicated to the empirical study using Anova test and T Test model based on a sample of 156 participants who follow influencers and already bought based on their recommendation. The preliminary results obtained show that the most influential variables on online purchase decision-making areLikes, eWOM, content Sharing, ROPO Behaviour (Research Online/ Purchase Offline) and Influencer Marketing Strategies (Follower Match, Sponsorship Disclosure, Trust in Influencers, etc.)
dc.identifier.urihttps://dspace.esm-tlemcen.dz/handle/123456789/325
dc.language.isoen
dc.publisherEcole Superieure De Managment Tlemcen
dc.subjectInfluencer marketing
dc.subjectonline purchase decision-making
dc.subjecteWOM
dc.subjectROPO Behaviour
dc.titleTHE IMPACT OF INFLUENCER MARKETING ON ONLINE PURCHASE DECISION-MAKING
dc.typeThesis

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