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Abstract

The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to feel the connection with the terroir product goes beyond the digital interface as they look for a more human relationship. The virtual context may display a high risk of deficient relationships; hence, the low consumer-based authenticity.

Keywords

authenticity, social networks, terroir product, attachment, consumer

ORCID Identifiers

Fatima Ezzahra Ouboutaib: https://orcid.org/0000-0002-5894-7040

DOI

10.5038/2640-6489.8.2.1201

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

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Marketing Commons

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