The Influencers and the Adoption of New Products: Model for the Influencer Marketing
Authors: Oulhi Henen 
Published: January 2025

The current study aims to understand the role of social media influencers in the adoption of new products within Algerian society, utilizing Rogers' Diffusion of Innovations model as a framework. This research is a descriptive and analytical study based on a positivist approach. It employed a social survey methodology with a sample-based approach and used an electronic questionnaire as a data collection tool. The field study was conducted from February to June 2023. Due to the broad scope of the study population, the researcher adopted a simple random sampling technique, with the sample size determined using Richard Geiger’s formula, resulting in a representative sample of 384 participants. The study uncovered a shift in the traditional two-step communication process. Previously, the media was the primary source of information, but now the source is often the end-user, who interacts directly with influencers possessing specific traits. These include attractiveness, characterized by a stylish appearance, a cheerful personality spreading positivity, and a pleasant demeanor. Credibility ranks second, embodied in good reputation, clarity of character and opinions, accurate information sharing, and high ethical standards. Expertise follows, demonstrated by correct pronunciation of product names, experimenting with various usage methods, adequate knowledge of the product, and effectively showcasing its use.
Interestingly, the study noted that in some cases, followers transform from being mere recipients to active participants, taking on the role of influencers themselves. This shift alters the dynamics of the communication process, turning the receiver into the source. Key motivations for following influencers include the constant stream of posts, the desire to acquire new products, entertainment, and learning from others’ experiences with the products and their features. For some, it’s merely a habit driven by curiosity or a purpose such as online shopping. However, awareness about potential misuse of products remains limited, and societal culture and social status do not necessarily compel individuals to follow influencers. From an academic perspective, this research demonstrated how the digital era has reshaped the process of adopting innovations and new products. Rogers' traditional stages of adoption—awareness, interest, evaluation, trial, and adoption—have undergone significant changes. Evaluation now takes precedence, driven by the trust individuals place in influencers, eliminating the need to independently gather product information. Consumers often move directly to contacting influencers’ pages or the official company page to adopt the product, which represents the second stage. The third stage, interest, involves tracking the product’s effectiveness through ongoing influencer updates, although consumers may already have purchased the product and are waiting for influencers to demonstrate its use. This provides a sense of equivalence with the influencer, serving as a form of self-validation. The fourth stage, trial, occurs when consumers experiment with the product, having already been influenced by their preferred influencers. This phase is informed by a combination of influencer-provided guidance and visual demonstrations. Finally, the awareness stage emerges as consumers fully understand the product, its components, and usage, along with brand awareness. This leads to product adoption and, potentially, brand loyalty. The process then transitions into spreading the product to new audiences, completing the cycle. The following figure summarizes these stages.