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The study is also quantitative, since primary data is the main source to conduct this research, by analyzing the major perceived credibility dimensions of an influencer and their impact on purchase intention and also by exploring if there are any differences on the impact of these constructs through an analysis of the different genders. Descriptive, since some studies have already analyzed credibility aspects of consumers to follow an endorser and further the purchase intention aspects. Therefore, it is also supported by secondary data collected through quantitative research. Moreover, the study is based only on the behavior of active Portuguese Instagram users, aged 18 years old or up, that follow one or more Influencers on Instagram. A quantitative and exploratory study is thus held with primary data collected through an online and self-administered survey made in Qualtrics and later analyzed in SPSS. 1.6 Academic and managerial relevance According to Messik (2012) Social Media can be considered as an intra-organizational communications tool and since more customers are adopting their mobile devices as a tool to search and make purchases online, more attention should be paid from entrepreneurs to improve their sites, so they can be convenient in usability, in order to better target their audiences. Therefore, it is fundamental to know how to use all the features that SM marketing include in today circumstances (Garifova, 2016). Additionally, Garifova (2016) pointed out that Facebook mostly represents the raise of SM networks, followed up by Twitter and more recently by Instagram. Garifova (2016) also invoked that the evidence that Instagram is quickly developing contributes to the fact that more companies fancy to promote in this network. Academically speaking, very little research concerns the potential of Instagram influencers nowadays. Despite the field being relatively new, previous studies provided empirical support of influencers’ importance and of the general qualities of an influencer (Zhang, Moe & Schweidel, 2017; Kapitan and Silvera, 2016; Freberg et al., 2010; Mangold & Faulds, 2009). However, these studies are focused on other popular social media networks, such as Blogs, Facebook, Twitter and YouTube (Uzunoglu & Kip, 2014), with no considerable amount of research made in direct regard to Instagram. Additionally, instead of the Instagram’s influencers context that is studied in the present research, current studies regarding Instagram focus mostly on other fields (Bakhshi et 13PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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