The influence marketing in favour of social commerce: Case of Morocco
The inexorable expansion of social networks has changed the way the Internet is used and has redefined social relations between individuals but also with the brands and companies. Indeed, they have given rise to a new form of e-commerce called social commerce, which is now considered as a powerful lever for businesses. In fact, the practice of social commerce by companies requires the consideration of different forms of communication suitable for social networks. In particular, influence marketing, a new form of communication based on recommendations from influential people. Hence the objective of this paper, which sheds light on the crucial role of influence marketing in social commerce. This paper is an exploratory study conducted through a qualitative research method based on semi-structured interviews with representatives of four Moroccan brands practicing social commerce. Particular importance was attributed to the diversity of the respondents' categories according to their field of activity. But also, to the diversity of their collaborators, i.e., the different types of influencers that are the object of their communication strategies on social networks. In fine, the thematic analysis of this study revealed several findings that advocate and confirm the role of influence marketing in the success of social commerce in a Moroccan context. The main results of our study express the importance of taking into consideration social networks in commerce, it remains an essential tool for the success of each brand today. Thus, the role of influencers, which is nowadays considered as a communication strategy in itself.
JEL Classification : M31
Paper type : Empirical research
Copyright (c) 2022 Sara FOUAD, Bouchra BENNANI
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