Influence marketing in Morocco

Over the past two decades, Morocco has experienced a clear transition of traditional expression to digital media, represented by the use of social media, the most important of which is image and video, due to the huge potential of propagation. The Internet has become the main channel for broadcasting and disseminating news, discussion and dialogue … The number of Internet users in Morocco reaches 20 million people out of 35 million. The internet has made users of these sites feel free and self-employed in a virtual society.

Mobility, vitality and continuous interaction on social media sites in Morocco are due to the fact that 60% of the population enjoys high quality internet connectivity. This is the highest percentage in Africa, according to data from the National Agency for Standardization of Telecommunications, in a press release published in July 2018. This has contributed to the development of Moroccan interest in social networks, to the point that Morocco has become among the top ten in the world of Facebook users and YouTube, etc. Eight out of ten people in families and individuals visit daily social networks, half of which are allocated more than an hour.

Some of the recent research on the subject has been carried out in coordination with the Ministry of Industry, Investment, Trade and Digital Economy in Morocco, the Economic and Social Council and the Environment, and the High Authority of audiovisual communication and the High Planning Commission, during the first semester 2018.

With the emergence of social media, the norms have changed and the norms have differed, and the phenomenon of influencers who have become a place of choice in society and play a leading role has grown in importance over time. It’s no secret that influencers have become a magnet used in various fields for research and publicity purposes marketing. There is a huge number of followers, in addition to a sudden increase in number of influencers, which calls for many questions to be asked, in particular the reliability and seriousness of the content.

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