تأثير سمات قائد الرأي على المصداقية المدركة للرسالة

Abstract EN

Based on an approach (Churchill, 1979) and on the basis of recommendations made by Rossiter (2002), we developed and tested a new model for the impact of interpersonal relationships.

This model revolves around two main axes (opinion leader, perceived credibility of the message), with the aim of testing the validity of the structure consisting of two dimensions proposed for the opinion leader: the force of attraction that emerges from the psychological, physical and social characteristics, and the force of persuasion that is formed by perceived experience and integrity.

On the other hand, examining the relationship between the determinants of the opinion leader and the perceived credibility of the message that includes his opinions and recommendations about the product.

The study was conducted on a sample of 250 individuals in the state of Mascara in Algeria, who were asked to fill out forms related to the effect of the attributes and characteristics of the opinion leader on their perception of the reliability of his opinions and recommendations within the framework of the sports nutritional supplement category.

The study concluded by presenting a scale of measurement in line with the Algerian environment, and on the other hand, ascertaining the relationship between the variables of the model of the influence of the opinion leader's determinants on the perceived credibility of the message that includes his opinions and recommendations.