The effect of consumer-based authenticity on attachment and social networks in digital context: Case of Moroccan’s terroir products

The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to feel the connection with the terroir product goes beyond the digital interface as they look for a more human relationship. The virtual context may display a high risk of deficient relationships; hence, the low consumer-based authenticity.