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brands are recognizing the power of influencers to directly influence their connected network by making suggestions, which result in the search for purchasable products (Flynn, Goldsmith & Eastman, 1996). Therefore, companies are looking for ways of using this influence in order to create interest, drive action, create goodwill, establish expertise and dialogue with their online stakelholders (Gardner, 2005), instead of focusing only on conventional media. Consequently, by understanding the opportunities influencers provide, marketers seek to benefit from characteristics such as their perceived credibility (Schmallegger & Carson, 2008). According to Katz & Lazarsfel (1995) it is difficult for brand managers to communicate directly with consumers, but they have the opportunity to influence it by using influencers as intermediates. Furthermore, it is important to explore the role that influencers have on SM as it is found to have impact on consumers’ purchase decisions (Kaplan & Haenlein, 2009). Therefore, this dissertation aims to provide relevant managerial implications for determining the credibility of influencers as perceived by Instagram users and the impact it has on purchase intention, which intends to help marketers and advertisers when trying to figure out what perceptions of influencers are better perceived by the Instagram users to engage with influencers and their purchase intentions. Subsequently, marketers can better segment and shape strategies by understanding Instagram users’ perceived credibility of influencers more accurately, and therefore better acknowledge the underlying mechanism of consumer/Instagram user and influencer on Instagram. An understanding of gender differences regarding perceived credibility and its relation with purchasing through SM platforms and purchase intention is also useful for researchers interested in disclosing insights of purchase intention (Chiu et al., 2005). Another pertinent question that this research aims therefore to answer, is whether the credibility of an influencer is perceived differently by female and male Instagram users, and if their purchase intentions also differ from each other. To conclude, and since this dissertation is based on active Portuguese Instagram users, this study hopes to support brand managers as well as marketers to engage in the market by presenting insights on how influencers’ credibility is perceived by Instagram users, and the impact it has on the purchase intention of the products promoted by the 15PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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