Brand Commercial Orientation & Influencer Marketing: A Credibility Dilemma Perceived by Moroccan Consumers

Abstract

Influencer marketing has emerged as a key strategic communication tool for brands, enabling them to reach targeted audiences through partnerships with influencers capable of shaping purchasing behavior. However, this practice raises a significant credibility dilemma, especially in environments where consumers are increasingly critical of sponsored content. The main challenge lies in the tension between the brand’s commercial intent and consumers’ expectations for authenticity and trustworthiness. This dilemma becomes even more pronounced when partnerships appear misaligned or driven solely by financial incentives. This study draws on two main theoretical frameworks: source credibility theory, which highlights the importance of the perceived expertise and trustworthiness of the communicator, and congruence theory, which suggests that a perceived fit between the brand and the influencer enhances persuasive impact. A qualitative study was conducted with 25 Moroccan consumers to explore their perceptions of influencer credibility in a commercially oriented communication context. The findings reveal that perceived credibility is strongly influenced by the perceived congruence between the brand and the influencer, the transparency of the message, and the perceived balance between commercial intent and authenticity. These insights offer valuable reflections for brands aiming to build credible and sustainable influence strategies.

JEL codes: D83, D91 M31, M37.

Paper type: qualitative exploratory study