HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION

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HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION ( how-influencers-credibility-on-instagram-is-perceived-by-con )

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al., 2014; Hochman and Schwartz, 2012; Hu et al., 2014; Silva et al., 2013). Moreover, few studies have considered consumers’ credibility factors to interact with influencers through Blogs (Ohanian, 1990). However, to the best of our knowledge, no other studies were conducted and applied to the Portuguese market about the specific Instagram platform. Moving forward, as consumers are increasingly applying social media as a source of information related to the brands they aim to know better (Baird and Parasnis, 2011; Naylor et al., 2012) and because the information provided by influencers influences positive perceptions of credibility on consumers (Chu and Choi, 2011; Chu and Kim, 2011), the present thesis aims to understand the perceived credibility of these influencers on Instagram users, based on several studies (Ohanian, 2010; Sertoglu et al., 2014; Newell and Goldsmith, 2001; Cosenza et al., 2015; Cheng and Ho, 2014). Again, since consumers purchase more products from a company when influencers can build credibility about their relationship with the product by showing their followers they would appreciate to use the particular product (Erdogan, 1999; Ohanian, 1991; van der Waldt et al., 2009), the main goal of this study is to explore Instagram users’ perceived credibility of an influencer as to understand the impact on purchase intention (Dodds et al., 1991; Akar and Aslihan, 2015; Jiménez and Mendoza, 2013; Taylor and Baker, 1994), based in a few studies (Sertoglu, Catli & Korkmaz, 2014; Ohanian, 1990). The findings from this study aspire to make a contribution to the broad literature and its research efforts to formulate new and fresh variables on the digital consumer behavior subject, throughout the investigation of the link between Instagram users’ perceived credibility of influencers on Instagram platform, and consequently its impact on the purchase intention of the products promoted by the influencers. Afterwards, it also aims to explore gender – related differences among the same constructs, since several studies prove that are considerable differences regarding gender characteristics (Flanagan and Metzger, 2003; Ferebee, 2008; Deaux & Kite, 1987; Meyers-Levy & Sternthal, 1991; Hinz, McCarthy & Schlarbaum, 1977; Allen, 2001; Kwak et al., 2002; Slyke et al. 2002; Rodger & Harrys, 2004). For management, being the influencer the main source of information, perceived credibility is a meaningful aspect for the advertiser (Friedman et al., 1978). Moreover, 14

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