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2.2 Influencers presence on Instagram 2.2.1 The emergence of Instagram Instagram was founded by Kevin Systrom and Mike Krieger in October 2010, being the first photo-based social platform. Instagram was launched via app store and right after one week of existence it achieved 100 000 followers. When comparing Instagram’s to other SM platforms growth, such as Twitter and Foursquare, these took respectively two and one years to achieve the same amount of users. Actually, Instagram reached 1 million users only two months after its launch and nowadays is constantly increasing (Wersm.com, 2017). And since the app was available for android phones and recently joined direct messaging, Instagram is growing even more (Wersm.com, 2017). In addition to that, when Instagram added video sharing services, more than 5 million videos were shared in 24h, and its use also doubled over the last two years (Smith, 2016). Additionally, McNely (2012) states that visual-based SM is amidst the fastest-growing social networking sites, and Instagram is among the increasing growth of these sites. Also, the most appealing particularity of Instagram is that when its users take photos and share them with friends, it provides users with the opportunity of applying distinct filters on their pictures or videos before posting them on the platform (Lee et al., 2015). For instance, McNely (2012) also states that using Instagram among expert organizations is noteworthy because it provides a predominantly mobile visual image, which differentiates qualitatively from professional photography in support of branded communication. Instagram enables brands to provide a “behind–the–scenes” look to stakeholders, ending up by strengthening their relationship with the organization (Conlin et al., 2014; Magrath & McCormick, 2013) and, consequently, identifying relationship-marketing goals for fortifying the brand. Regarding some statistical aspects, the use of Instagram grew significantly in 2014 along all key demographic groups (Duggan, Ellison, Lampe, Lenhart, & Madden, 2015). About 50% of Internet users are aged between 18-29 years old (Duggan et al., 2015). Instagram is the 3rd most popular SM platform amidst college students and its engagement ratio is greater than those on Facebook and Twitter (Salomon, 2013). Also, according to Forrester Research (2017), the average engagement rate reported via 22PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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