The exponential growth in the use of social networks has revolutionized the acquisition and dissemination of information. This has given rise to a new key figure: the digital influencer. This famous social connector plays a crucial role in attitudinal change and consumer decision-making. The value of this research is to highlight the importance of this electronic opinion leader in the attitudinal change of his virtual community. In theoretical terms, the original aspect of this study is to design a conceptual model combining a myriad of theoretical concepts from social psychology and management science. On a managerial level, this research will have unprecedented utility, by promoting the regulation of the legal status of the digital Influencer in Morocco. The study was based on a methodology combining descriptive methods and qualitative study. The sample is made up of 31 influencers who were selected on the basis of the diversity and semantic saturation. The contribution of this famous e-leader of opinion was examined by analyzing his skills, his broadcast content, his relationship with his subscribers and his role in changing the attitudes of his community. The results obtained were analyzed using Nvivo 14 software following a lexical and thematic content analysis.