e-influencers identification prior to the implementation of a digital communication strategy by Algerian brands on Instagram.

Abstract

With the place occupied by social networks in the daily life of young people today, a lot of Algerian brands are calling on certain content creators called e-influencers to promote their brands and products online. However, some managers and marketing specialists doubt the effectiveness of that strategy and find it difficult to choose and select the right influencer for their compaigns. In order to better understand the importance of the identification of an e-influencers for the effectiveness of a digital campaign, we carried out a study on the collaborations of young brands with these e-influencers on Instagram. Our study took place in 2020, we launched a quantitative research based on two tools which are the online questionnaire and the principal component analysis in order to better understand this new communication phenomenon.