HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION

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HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION ( how-influencers-credibility-on-instagram-is-perceived-by-con )

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LIST OF TABLES Table 1. Scales’ reliability test analysis.......................................................40 Table 2. Pearson correlation’s analysis........................................................43 Table 3. Linear regression – credibility and purchase intention............................44 Table 4. Multiple linear regression – attractiveness, trustworthiness, expertise and purchase intention...........................................................................45 Table 5. Chi-square test – gender and attractiveness........................................46 Table 6. Chi-square test – gender and trustworthiness......................................46 Table 7. Chi-square test – gender and expertise.............................................47 Table 8. Chi-square test – gender and purchase intention..................................47 Table 9. Female – multiple linear regression – attractiveness, trustworthiness, expertise and purchase intention...............................................................48 Table 10. Male – multiple linear regression – attractiveness, trustworthiness, expertise and purchase intention................................................................49 8

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HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION

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