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Chapter 1. Introduction 1.1 Background The omnipresent smartphone and other mobile devices have generated lots of Social Media (SM) applications (Yadava, Joshia & Rahmanb, 2015). SM has become essential for social networking and content sharing (Asur & Huberman, 2010), but also performs an important role in the economic interests of small businesses (Habibi et al, 2014). Therefore, according to Evans, Bratton, & McKee (2010), the possibility of SM marketing in marketers’ business activities may be an advantage. Regarding SM platforms, Instagram stands out because it is the fastest growing SM network nowadays (Garifova, 2016). The quick evolution of Instagram (90 million monthly active users since 2013 to 700 million monthly active users in 2017) provides an increasing number of organizations pondering to promote in the platform, and for some of them it is an essential prerequisite (Statista.com 2017). Moreover, Instagram gained 1 million users two months after its launching and hasn’t stopped growing consistently every year. If comparing Instagram’s with other SM growth, Twitter took 2 years to reach the exact same amount of users and Foursquare, 1 year (Instagram.com, 2017). This rise of Instagram has also been accompanied by that of brands investing on a presence on this SM network. Forrester research (2017) demonstrates that more than half of the top 50 brands (58%) post on Instagram an average of 5.6 times per week. Also, its engagement with brands is 10 times higher than Facebook’s, 54 times higher than Pinterest’s and 84 times higher than Twitter’s. Additionally, engagement per post has risen 416% in 2 years. These Instagram data show how imperative this trend is for advertisers wanting to achieve their audience (Brandwatch.com, 2016). SM evolution has led to the emergence of influencers such as “Instagrammers”, “YouTubers” and “Bloggers”. Influencers are common Internet users who gather a huge following on SM through the engagement with followers in digital and physical spaces by coordinating advertorials into their SM posts (Senft, 2008). Several advertorials in the influencer business are exceptionally customized, since they give their opinion about products and services they experienced themselves and endorse for a fee (Abidin, 2016). In addition, van der Waldt et al. (2009: 102) wrote that the “right choice of influencer 9PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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