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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Instagram is 4.2%, compared with 0.07% on Facebook, which is piquing researchers` interest. Moreover, according to the latest statistics conducted by MediaKix.com (2017), this $1 billion app, bought by Facebook in 2012, is increasing its popularity, having achieved 700 million monthly active users since its launch in 2010, overtaking Twitter, where only 400 million users are active. In addition to this, the number of photos shared per day on Instagram is 95 million, up from 70 million last year of 2016. Currently more than 40 billion photos were uploaded on the platform, and the daily number of “likes” is, on average, 3.5 billion every day (OmnicoreAgency.com, 2017). To conclude, and from a study conducted by Lee et al. (2015), Instagram users are 2.5 times more willing to click on advertorials than on other SM platforms. The originality and simplicity of Instagram enabled users to share and recognize each other`s lives through photos, and also provided celebrities and commercial brands the opportunity to engage with their consumers. Figure 2. Number of monthly active Instagram users from January 2013 to April 2017 (in millions) Source: (statista.com, 2017) 2.2.2 Influencers Influencers can be characterized as “microcelebrities”. They are a new approach of online performance that involves people expanding their recognition by using technologies like social platforms, blogs and videos (Senft, 2008). Also, Gorry & 23

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