Does the Physical Attractiveness of Instagram Influencers Affect Moroccan Consumer Behavior? A Dyadic Analysis: Influencer vs. Consumer

Abstract

The phenomenon of social network influencers has become vital in the advertising world, so the main objective of this study is to determine the effect of the physical attractiveness of influencers on the attitude and purchase intention of Moroccan consumers on Instagram, based on a comparative analysis between the opinions of influencers and consumers on the subject. We opted for a qualitative study, in the form of semidirective interviews, with two groups of ten people each, which consist of 10 highly followed influencers in Morocco and 10 Moroccan consumers, with particular specificities, to obtain relevant results. The results of the present research show that the physical attractiveness of the influencer has a positive effect on the attitude and purchase intention of Moroccan consumers, nevertheless, its effect remains limited depending on the nature of the endorsed product. In addition, we were able to identify negative effects reported by both groups of interviewees, illustrating that the influencer’s physical attractiveness can be detrimental to the mental and psychological health of Moroccan consumers, provoking a harmful and destructive comparison to their selfesteem. Today’s consumer needs a human reference, real feedback, and proximity to the product, hence the integration of all the elements specific to humans, while also considering their imperfections and defects.