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can be effective in establishing a position for newly launched product and it can also change perceptions on a product that has been positioned in a wrong way”. Therefore, for marketing managers, understanding the consumer perception of influencers might enable more efficiency (van der Waldt et al., 2009). Since consumers usually tend to perceive friends and the influencers they follow as more credible than distant and motivated sources (Neilsen, 2013), plenty research was conducted to explore consumers’ perceived credibility of influencers. To fulfill that, a large literature on “source effects” was executed (Janis and Hovland 1959; Ohanian 1990). Moreover, consumers are increasingly skeptical about marketing advertisers (Campbell and Kirmani 2008; Friestad and Wright 1994) and, consequently, there is a craving for product and message authenticity (Brown, Kozinets, and Sherry 2003). Since consumers perceive the content generated by influencers as more credible than the content provided by the sellers (Jonas, 2010), their willingness to set a purchase intention might increase (Waldt, Loggerenberg & Wehmeyer, 2009; Fan & Miao, 2012). Additionally, Lecinski (2011) reported that 70% of purchase decisions occur during online search, specifically when products are recommended. Fleishman-Hillard and Harris (2012) reveal that 89% of consumers buy products through the Internet. So, exploring Instagram users’ perceived credibility of influencers is relevant for marketers and brand managers, as consumers buy a greater amount of a company product when influencers develop credibility in their relationship with the product, and demonstrate they would appreciate to use that specific product (Erdogan, 1999; Ohanian, 1991; van der Waldt et al., 2009). Considering consumers get and share information on products and services via digital platforms (Clemons, 2009), in order to increase purchase intention, organizations need to meet the goals and requests of consumers (Fortsythe et al., 2003). To attain it is critical to deeply investigate the impact of the perceived credibility of an influencer as a determinant of purchase intention, and which dimensions of credibility have a higher influence on purchase intention. Therefore, this study aims to examine whether the influencer influences purchase intention. Besides that, according to Fan & Miao (2012), gender affects communication. In virtual 10PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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