Influenceurs et intention d’achat dans le secteur du cosmétique au Cameroun

Roland EWODO MEKA; Serge Elie

doi:10.23882/ijdam.25204

Authors

Roland EWODO MEKA Faculté des Sciences Economiques et Gestion, Université de Yaoundé 2, Cameroun
Serge Elie Faculté de Gestion et Informatique, Université Adventiste, Cosendai, Cameroun

DOI:

https://doi.org/10.23882/ijdam.25204

Keywords:

Influenceur , intention d’achat, crédibilité , stimulus , identification

Abstract

This study analyzes the effect of influencers on the purchasing intention of consumers in the cosmetics sector in Cameroon. After analysis via structural equations by the PLS method through the categorization of e-influencers was carried out including the notion of purchasing intention. The theories of source credibility, homophily and the SOR model, we designed our theoretical model and tested it on a sample of 266 respondents. After analysis, it appears that the credibility of the e-influencer, the identification of consumers with e-influencers and their stimulus have a positive effect on consumer attitude. These results also demonstrate the positive effect of attitude on purchasing intention. The results of this study will allow Cameroonian entrepreneurs in the cosmetics sector to properly develop their digital strategy.

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