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responsibilities. According to Damanpour and Gopalakrishnan (2001), conventional communication in marketing has been seriously depreciated since the development of the engagement aspect arrived to marketing (Mangold & Faulds, 2009; Muñiz & Schau, 2007). Moreover, Lea et al. (2006) and Dwyer (2007) consider SM as virtual communities, groups of consumers connected with each other that interact over the Internet. Dholakia et al. (2004) state that their intention is to achieve common and personal goals. Consequently, considering that B2C companies are already familiar with the development of virtual communities, perceiving SM as virtual communities implies an opportunity for B2C companies to take advantage of this SM and of Web 2.0 technologies for targeting the user they want to reach. Past research represents SM as a component of the promotional mix (Mangold & Faulds, 2009; Muñiz & Schau, 2007) since integrated marketing communication (B2C) tools are incorporated, marketing professionals are not able to control the distribution, range and type of information. As consumers increasingly distance themselves from the conventional promotional approaches, these SM are essential for companies that make use of, and acknowledge, them. Although the conventional media ends in a compromise between the approach and commitment of consumers, SM facilitates both the approach and the commitment of said consumers (Hanna, Rohm, & Crittenden, 2011; Edelman, 2010). Moreover, some studies recognize the significance of SM as a platform for building and conveying an image for the brands, and therefore for making sales. Besides, SM went from engaging and communicating with consumers to a mode of generating revenues (Wang and Zhang, 2012; Barnes, 2014). Research shows that almost 40% of SM users had bought a product after sharing it on SM sites. The growing attendance of colossal brands on SM sites demonstrates that these sites are increasingly in SM industry (Pelet and Papadopolou, 2013; Liang et al., 2011). Additionally, Shadkam and O’Hara (2013) claim that Instagram accounts and Facebook pages are examples that social industry provides businesses by selling to consumers from SM platforms. Therefore, social industry represents an electronic business in which the consumer is more participative than ever (Liang et al. 2011). Hence, SM and digital 19PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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