The Effect of Influencers’ Humor on Moroccan Consumers’ Behavior: Bilateral Analysis

The main objective of the present research is to explore the effect of Instagram influencer humor on Moroccan consumer behavior. In this sense, qualitative methodology was adopted to enable a thorough understanding of our problematic, by exploring the perceptions and experiences of the key players in our study context. We therefore advocated a comparative analysis between the opinions of influencers and consumers on the subject, through semi-directive interviews, with two groups of ten people each, consisting of 10 well-known influencers in Morocco and 10 Moroccan consumers, with particular specificities, in order to obtain laconic results. The effect of influencers’ humor on Moroccan consumers’ behavior is the subject of several divergences: the views of the two groups interviewed are antithetical regarding its effectiveness, they define the treatment of a humorous advertising message, according to their interpretations of the degree of Moroccan consumers’ “need for cognition” in accordance with Petty et al.’s (1983) Elaboration Probability Model (ELM).