The Impact of Social Media on the Purchasing Behavior of Moroccan Consumers

Abstract

This article examines the impact of social media on the purchasing behavior of Moroccan consumers, focusing primarily on how digital platforms influence buying decisions within a national context marked by increasing digitalization. The objective is to understand the new determinants of purchasing behavior in the digital age, integrating classical aspects (needs, motivations, socio-economic variables) with emerging dynamics related to personalization and immediacy. The methodology is based on a field survey combined with econometric analysis, allowing for the assessment of the effects of social media, virtual communities, and influencers on Moroccan consumers’ purchasing journeys. The results demonstrate a significant influence of social media in shaping preferences and decision-making, particularly through algorithms that personalize content and guide choices. The conclusions emphasize that Moroccan businesses must adapt their marketing strategies by leveraging social media as strategic tools to better meet consumer expectations and strengthen their competitiveness in a rapidly evolving digital environment.

JEL Classification: M31 - D12 - L86

Type of paper: Empirical research article