Influenceurs et cosmétiques : quand interactivité et crédibilité façonnent l’intention d’achat en ligne

Abstract

In a digital environment where influencers play a key role in consumers' purchasing decisions, this study examines the impact of perceived interactivity and perceived credibility of influencers on the purchase intention of cosmetic products. Using the SOR model (Stimulus-Organism-Response), we analyze how the interaction between influencers and their audience affects consumer perception and purchasing behavior. The results, obtained from an online consumer survey, show that perceived interactivity of influencers fosters user engagement, but its effect on purchase intention is largely mediated by the perceived credibility of the influencer. The more an influencer is perceived as credible, the greater the impact of their recommendations on consumers' purchasing decisions. These findings highlight the importance for brands to collaborate with influencers who are perceived as both credible and interactive to maximize the effectiveness of their marketing campaigns. They also provide theoretical and managerial contributions to research on influencer marketing and online consumer behavior.