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platforms may be considered as a set of collaborative tools that connect consumers and with which marketing can be developed (Quinton, 2013). To conclude, this evolution brought a new consumer profile denominated the “online consumer” (Racolta-Paina & Luca, 2010). This online consumer performs an essential role in the e–commerce and has distinct buying habits compared with conventional consumers. Therefore, companies should consider online consumers’ needs, behaviors, lifestyles and purchase intentions in order to satisfy them in a highly dynamic and competitive market. 2.1.4 Benefits of using SM platforms From a consumer’s perspective, the utilization of information provided on SM offers several benefits, such as convenience, efficiency, participative and wealthier information, a more extensive selection of products, cost reduction, high variety of products and competitive pricing (Bayo-Moriones & Lera-Lopez, 2007). Besides, one of the biggest benefits of using SM in research is the speed of response and immediacy of information (Quinton, 2013). Online social networking usually tends to upgrade these benefits, considering it provides a more proactive communication between consumers. For instance, through SM, consumers can search for others’ opinions about particular products (Henderson, 2011). Hence, consumers have been demonstrating to esteem peer judgments more than company promotions, which represent a shift in the locus of persuasive power (Berthon, Pitt, Plangger, & Shapiro, 2012; Pitt, Berthon, Watson, & Zinkhan, 2002). The marketer benefits of using SM based on consumers strategy are as follows: the consumer purchases the product, uses it, shapes an opinion about it and afterwards communicates with other consumers. Based on this, the marketer considers the last step, communication between consumers, an opportunity to increase recognition of how consumers perceive their products and services. Afterwards, marketers can choose what to take in consideration for improving their products and services (Evans, Bratton, & McKee, 2010). Besides that, SM offers researchers opportunities to research areas that were once impossible to access (Hookway, 2008). 20PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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