Review
Open access
Sep 2026
Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context
The rapid growth of social media has transformed marketing communication, particularly through the rise of influencer marketing. As social media influencers increasingly shape consumer attitudes and purchasing decisions, understanding the mechanisms underlying their effectiveness has become an important research co...
Salma Nassim, Malika Soulami, Imane Hasinat et al.
· Frontiers in Communication · 0 citations