Proceedings of The 8th International Conference on Opportunities and Challenges in Management, Economics and Accounting
The impact of marketers’ online messages on the perceived credibility: Case of Moroccan consumers of cosmetic Argan oil
Assia Sadki, Soumiya Mekkaoui and Mohamed Sguenfle
In the digital world, and before the appearance of social media and online communities, marketers were the main producers of information online. Their impact on the consumers’ behavior back then is different from the impact they have today because other factors emerged in the online context. Nowadays, the information they produce compete with other sources of information such as social media influencers and internet users. The receivers of information face a multitude of data and sources and grant different levels of credibility to the online messages. The purpose of this paper is to understand the perceived credibility of the online messages that come from official sources. The credibility might be impacted by the strength of arguments used. For this article, we undertook quantitative research using a questionnaire with 100 internet users. The questionnaire was answered based on different scenarios of messages taken from official pages of cosmetic Argan oil producers to measure the impact of the official sources on the perceived credibility of the Moroccan consumer.
keywords: digital marketing, social media, credibility, consumers’ behavior, terroir product.