Le Manager
Volume 12, Numéro 2, Pages 537-569
2025-12-25

Impact Of Opinion Leader Credibility Attributes On Purchase Intention: Moderating Effect Of Social Platforms. Exploratory Study Among Young Algerian Consumers Of Cosmetic Products.



Authors : Benarab Sihem . Annabi Benaissa .

Abstract

In a context of strong digitalization of influencer marketing, this study explores how the attributes of perceived credibility of beauty content creators (trustworthiness, attractiveness and expertise) influence the purchase intention of cosmetic products among young algerian women. It also examines the moderating role of the social platform used (Instagram vs TikTok) in this relationship. A qualitative approach was adopted through semi-structured interviews conducted with young consumers with regular exposure to influencers on both platforms. The results reveal that reliability is the most decisive attribute, often associated with simplicity, perceived authenticity and social proximity to the influencer. Attractiveness acts as an attention-grabber, but is not enough to generate purchase intent without perceived credibility. Expertise, for its part, is perceived through mastery and shared personal experience. The study also highlights the influence of the channel used: TikTok is perceived as more spontaneous and entertaining, reinforcing emotional engagement, while Instagram conveys a more polished image. These specificities affect the reception of credibility attributes in different ways. Finally, perceived socio-cultural identification with the influencer has been shown to be central to the formation of purchase intention. The article discusses the managerial and theoretical implications of these results in the context of influence marketing.

Keywords

perceived credibility ; purchase intention ; influencer ; digital platform ; opinion leader.

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