Vol.15, No.1, February 2026.                                                                                                                                                                          ISSN: 2217-8309

                                                                                                                                                                                                                        eISSN: 2217-8333

TEM Journal

TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS

Association for Information Communication Technology Education and Science

The Mega-Influencer’s Impact on Consumer Based Brand Equity: Case of FMCG Products

Houda Guelzim, Yassine Elkhatibi

© 2026 Yassine Elkhatibi, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)

Citation Information: TEM Journal. Volume 15, Issue 1, Pages 338-348, ISSN 2217-8309, DOI: 10.18421/TEM151-30, February 2026.

Received: 27 February 2025.
Revised: 08 October 2025.
Accepted: 16 October 2025.
Published: 27 February 2026.

Abstract:

This study examines the impact of mega-influencers on Consumer-Based Brand Equity (CBBE) in Morocco’s Fast moving Consumer Goods (FMCG), integrating social influence theory, cognitive learning theory, and signaling theory. Through a survey of 400 respondents and Partial Least Squares analysis, the research reveals that mega-influencers’ expertise directly enhances brand equity, while attractiveness and trustworthiness exert indirect effects via brand credibility (expertise and trustworthiness). The findings validate the mediating role of brand credibility, emphasizing that influencer credibility must align with ethical and knowledge-based traits to drive consumer perceptions. Notably, local mega-influencers proved effective, offering cost-efficient alternatives to global celebrities. Theoretical implications include refining the source credibility model by prioritizing expertise over superficial traits and demonstrating how influencers act as credible brand signals in digital ecosystems. Practical implications advise marketers to prioritize influencers with proven expertise, adopt long-term collaborations to sustain credibility, and leverage local influencers for targeted impact.

Keywords – Mega-influence, source credibility model, consumer-based brand equity, brand signal theory, endorsement.

-----------------------------------------------------------------------------------------------------------

Full text PDF >  

-----------------------------------------------------------------------------------------------------------