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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influencers. 1.7 Dissertation outline The first chapter presents an introduction to the dissertation’s subject, concerning its problem statement, aim, scope of analysis, research method and academic and managerial relevance. The second chapter provides the results of an extensive literature on social media marketing, particularly on the use of one specific platform, Instagram, as a business tool. Perceived credibility and purchase intention constructs are explored along this chapter, as well as the differences between genders. Based on this literature, research questions arose, concerning the intent to understand the relationship among these constructs. The third chapter establishes the methodology used throughout this research in order to collect the data required to analyze the research questions formulated. In the fourth chapter the primary data is evaluated, the main results are exposed and a preliminary analysis is attempted, conducive to the confirmation of data reliability and suitability, followed by an in-depht analysis. Finally, the last chapter provides the major conclusions of this research, accompanied by the limitations and recommendations for future research that can be shaped from this subject. 16

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

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