How eWOM Influences Moroccan Consumers' Buying Decisions? Exploring The Power of Reviews, Influencers, and Social Media

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.