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All Journal KARMA
Mohamed Bouaddi
A PhD Researcher in Economics and Management, Faculty of Legal, Economic and Social Sciences, University Moulay Ismail, Meknes, Morocco

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How eWOM Influences Moroccan Consumers' Buying Decisions? Exploring The Power of Reviews, Influencers, and Social Media Mohamed Bouaddi; Siham Khaldi
Karya Ilmiah dan Inovasi Mahasiswa Multidisiplin Vol. 1 No. 1 (2025): KARMA - April 2025
Publisher : Institut Bisnis dan Teknologi Indonesia (INSTIKI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31598/karma.v1i1.1831

Abstract

This study analyzes the impact of electronic word-of-mouth (eWOM) on the purchase decision of Moroccan consumers, focusing on online reviews, influencer recommendations, and social media comments. Using a quantitative approach with an online questionnaire addressed to 100 Moroccan consumers, the results show that these three factors significantly influence purchasing decisions, with respective path coefficients of 0.52, 0.47, and 0.61. The study reveals that businesses should encourage positive reviews, proactively manage negative feedback, collaborate with credible influencers, and foster interactions on social media. eWOM plays a key role in Moroccan consumers' purchasing decisions, and strategically managing these elements can enhance engagement and positively influence buying behaviors.
Co-Authors Siham Khaldi