https://www.woas-journals.com/index.php/ijfaema <p><strong>International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) -ISSN 2788-7189 (Online)-</strong> is a peer-reviewed International Journal that currently publishes 6 issues annually. IJFAEMA journal publishes theoretical and empirical papers on a wide range of topics related to Business (Accounting, Auditing, Management, etc.), Finance, and Economics.</p> <p align="justify"><em><strong>Cross Reference</strong></em></p> <p align="justify"><strong>International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA)</strong> is a member of the <strong>CrossRef. </strong>The DOI prefix allotted for IJFAEMA is <a href="https://doi.org/10.52502/ijfaema"><strong>10.52502/ijfaema</strong></a></p> International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) en-US International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) 2788-7189 https://www.woas-journals.com/index.php/ijfaema/article/view/1179 <p>L’objectif de cette recherche est d’analyser l’influence de la qualité perçue des services sur l’engagement des clients des banques commerciales en Côte d’Ivoire.</p> <p>A cet effet, nous avons mené une enquête quantitative auprès de 406 clients bancaires particuliers du district autonome d’Abidjan. La méthode des équations structurelles basée sur la covariance (LISREL) a été utilisée pour tester nos hypothèses.&nbsp;</p> <p>Les résultats montrent que la qualité perçue des services bancaires influence positivement et significativement l’engagement calculé. Par contre, l’effet de la qualité perçue sur l’engagement affectif n’est pas significatif.</p> <p>Par ailleurs, les liens sociaux modèrent l’effet de la perception de la qualité des services sur l’engagement des clients.</p> COULIBALY Issa Copyright (c) 2025 https://creativecommons.org/licenses/by-nc-nd/4.0 2025-11-29 2025-11-29 7 5 500 517 10.5281/zenodo.17760666 https://www.woas-journals.com/index.php/ijfaema/article/view/1180 <p>This article explores the concept of the influencer in influencer marketing, based on an in-depth literature review. It traces the historical evolution of influencers through various theoretical models, while situating them in the context of digital marketing and communication sciences. Influencers play a central role in brand strategies, particularly in an information-saturated environment, where their ability to capture attention and shape consumer behavior is essential.</p> <p>This study is based on a documentary analysis of academic and scientific publications, enabling us to identify a variety of definitions, multiple typologies, and specific dimensions for measuring their effectiveness. It answers the following question: how is the concept of the influencer defined and typologized in the literature, and what are the implications for consumer behavior in a constantly evolving marketing landscape? The results reveal that influencers are a complex, multidimensional concept. They are powerful intermediaries, capable of influencing purchasing decisions and strengthening consumer commitment. Finally, the study opens up new perspectives for brands, highlighting communication strategies adapted to the characteristics of influencers and the profiles of the audiences they influence.</p> <p>&nbsp;</p> <p><strong>Keywords:</strong> Influenced audiences; Consumer behavior; Influencer; Influence marketing; Communication strategies; Typologies.</p> MARGOM, I BERRADA, Z BEN AMAR, M Copyright (c) 2025 https://creativecommons.org/licenses/by-nc-nd/4.0 2025-11-29 2025-11-29 7 5 518 537