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communities, being a female or male consumer is a significant and relevant aspect on communication and purchase transactions. It is thus fundamental to understand gender differences in their purchase intentions (Chiu, Lin & Tang, 2005), to support their presence, and to promote the development of online shopping. One other goal of this study is therefore to understand the differences of each gender regarding the relation between the perceived credibility of an influencer and purchase intention. 1.2 Problem statement Past research shows that with the emergence of SM, the way consumers interact with brands completely changed. Consumers are getting used to look for information from individuals with a high rate of visualizations, usually referred as influencers (Liu et al., 2015). Meanwhile, companies keep making efforts to investigate the impact of influencers on sales and advertising. Hence, Liu et al. (2015) stated that the ability of identifying influencers has ended up being important for companies, since with the utilization of SM platforms advertising messages can be spread faster, and be better promoted via influencers’ recommendations to their extensive followers. It is thus of great importance for marketers to understand that if they use SM platforms and its influencers efficiently, their marketing campaigns may get more consumers and boost their return rate. Past research shows that influencers’ image has a positive impact on the image of several brands (Walker et al., 1992) as well, their endorsement in strengthening companies financially (Agrawal and Kamakura, 1995; Mathur et al., 1997). Using them as a marketing tool may consequently help brand managers announcing a new product or repositioning an existing one (Kaikati, 1987). According to Sertoglu et al. (2014), if consumers believe the content posted by the influencer, it is more likely that they will frame a purchase intention. Considering that SM intrinsically drives consumers to suspect company commercials in SM (Akar & Topçu, 2011), and since the genuine experience of an experienced consumer is handily feasible, this problem can be minimized if managers and marketers understand which perceptions of credibility do Instagram users have of influencers, and the impact these have on purchase intention. They may then adapt their strategies and convince managers and marketers that Instagram and influencers are an important “bridge” for purchasing and promoting the purchase growth. 11PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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