How influencers shape Algerian consumers' purchase decisions

Professional master's thesis in marketing management (ENSM, 2019/2020), written during my internship at All In Ad Lab, an Algerian advertising agency. The agency first gave me a smartphone client's influencer campaign; the COVID context (price rises, shortages) led me to broaden the study to Algerian influencers in general.

To what extent do Algerian influencers affect consumers' purchase decisions?

I carried out the whole study, from literature review to statistical analysis and recommendations for the agency.

• Hypothetico-deductive approach with three hypotheses (content, attachment, information search).
• Online questionnaire shared on social media (6–13 June 2020), 5-point Likert scales taken from the literature.
• 358 valid responses after screening.
• Analysis in IBM SPSS Statistics 22: reliability (Cronbach's alpha), principal component analysis, simple regressions.

• Research thesis (87 pages)
• Practical recommendations for the agency

• All three hypotheses are confirmed: content (R² = 0.17), attachment (R² = 0.171) and information search (R² = 0.161) each have a significant effect.
• Overall scale reliability: Cronbach's alpha = 0.887 (33 items).
• 58.6% of respondents trust influencers; more than three quarters approve of brand partnerships.
• Before buying, people ask family and friends first, then online reviews, then influencers.
• Recommendations: SMART objectives, long-term influencer relationships, engagement over audience size, promo codes to measure sales.