The Impact Of Influencer Marketing Via Tiktok Platform On The Purchase Behavior - A Case Study Of The Cosmetics Market In Algeria –

Résumé: The aim of this research is to study the role of influencer marketing via the TikTok platform in shaping the purchasing behavior of cosmetics consumers in Algeria, where the dimensions of influencer marketing were addressed (influencer credibility, influencer experience, influencer attractiveness, content quality) and its impact on the two dimensions of purchasing behavior (pre-purchase,post-purchase)، The research paper relied on the descriptive inductive approach, using an electronic questionnaire directed to 250 Algerian consumers of cosmetics, which was analyzed using the SPSS program. The study reached results, the most important of which is that the credibility of influencers is considered one of the most prominent dimensions influencing purchasing behavior. The study came out with several recommendations to address the problems associated with Marketing through influencers, especially through the TikTok platform. Keywords: Influencer, purchasing behavior, Tik Tok, credibility, attractiveness, electronic marketing .

Publié dans la revue: مجلة البشائر الاقتصادية