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Instagram thus being the platform getting more engagement from consumers (WeAreSocial.com, 2017), and influencers’ posts a convenient marketing device and an essential reference source when consumers make a purchase decision (Chen & Xie, 2008), the research problem of this thesis lies in exploring how influencers’ credibility is perceived by Instagram users, and the effect these influencers might have on purchase intention. 1.3 Aim This study proposes to understand to what extent do Instagram users perceive the credibility of influencers and whether these influence their intention of purchasing the promoted products. Afterwards, the aim is also to assess if there are differences concerning each gender, and finally, if it they are verified, which are the main differences among female and male Instagram users. In order to acknowledge this aim, two distinct research questions are put forward, namely: RSQ1_A – Does perceived credibility of an influencer on Instagram influence purchase intention of the products promoted by the influencer? RSQ2_A – Are there any differences on perceived credibility of an influencer and on purchase intention of the products promoted by the influencer concerning gender - related characteristics? 1.4 Scope Through the use of the Instagram platform, the goal of this thesis is mainly to explore the perceptions of credibility that Instagram users have regarding an influencer, and subsequently of studying its impact on the purchase intention of the products promoted by the influencer. Afterwards, it aims to understand if the impact on purchase intention is different concerning female and male Instagram users’ perceived credibility of influencers. 1.5 Research method In this thesis, an exploratory, quantitative and descriptive research approach is taken. Exploratory, for this topic has not yet been studied in-depth, and it was necessary to collect some data through qualitative research. 12PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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