The effect of consumer-based authenticity on attachment and social networks in digital context: Case of Moroccan’s terroir products

Fatima E. Ouboutaib, University of Ibn ZohrFollow

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

Chinese Abstract

基于消费者的真实性对数字环境中的情感依恋和社交网络的影响：摩洛哥风土产品案例

本文的重点在于概念化和衡量基于消费者的真实性，以及其对社交网络的影响。此外，此研究还探讨了其对消费者情感依恋的影响。为了解决这个问题，本文提出它提出了一个框架，并以偏最小二乘方程建模来分析这些关系。本研究在摩洛哥的背景下，以应用定量研究方法进行。结果表明，基于消费者的真实性是一种可以影响购买意向的营销工具。这研究的主要贡献是提出可以影响社交网络信心的消费者真实性的特征。消费者需要感受到风土产品的联系超越了数字界面，因为他们寻求更人性化的关系。虚拟环境可能会显示缺乏关系的高风险；因此基于消费者的真实性也较低。

真实性、社交网络、风土产品、情感依恋、消费者

ORCID Identifiers

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

DOI

10.5038/2640-6489.8.2.1201

Recommended Citation

Ouboutaib, F. E. (2023). The effect of consumer-based authenticity on attachment and social networks in digital context: Case of Moroccan’s terroir products. Journal of Global Business Insights, 8(2), 110-119. https://www.doi.org/10.5038/2640-6489.8.2.1201