تأثير موثوقية و تماثل مصدر المعلومة على اتجاهات المستهلك : سمعة المصدر كمتغيرة معدلة

الملخص EN

The e-opinion leader is among the most important contemporary marketing stimuli, so his advice and guidance are very important in changing consumer behavior before and / or after purchasing the product / service.

This research paper aims to show the extent of the reliability and similarity of the of e-opinion leader on consumer attitude through the benefit.

The field study was conducted on a sample of 400 people from Algeria, where the results of data analysis using the (PLS-SEM) method confirmed that the e-opinion leader reliability had a positive impact on the information usefulness and attitude towards information.