تاثير قائد الرأي على سلوك المستهلك الجزائري

الملخص EN

The opinion leader is one of the most important traditional communication tools on which business organizations rely to guide their marketing, in order to introduce their products or to modify consumer behavior.

The opinion leader affects the behavior of the individual before or after the purchase of a product / service, in a way that his recommendations and advice are considered by his environment when deciding to buy for his or her credibility compared to the various official communication and persuasion tools.

The aim of this article is to demonstrate how the credibility of the opinion leader (trust and experience) has affected consumer behavior and this is through the benefit and adoption of the information.

We conducted a questionnaire on a sample of 400 people from Algeria, where the results of data analysis using the PLS-SEM method have confirmed that the credibility of the opinion leader positively affects the benefit and adoption of the information.