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Westbrook (2009) state that influencers represent a sort of autonomous outsider endorser that shape people attitudes by using SM due their influential energy. Therefore, advances have been created to distinguish and track the influencers pertinent to a given brand or association. This strive to identify influencers relies on aspects like number of “followers”, “likes” or the number of times a post is shared. In addition, earned endorsements enable customers to benefit since it helps them internalizing messages, and provides the endorsed product or service with strength. An example of earned endorsements may be the recommendations of an influencer which enabled buyers to advocate for their most loved brands (Neilsen, 2013). Additionally, Hall (2010) adds that influencers carry countless direct friends and followers, but their real significance lies on the number and relevance of their expanded indirect followers. On the other hand, Petty and Andrews (2008) discuss that consumers perceive influencers who receive cash payments to be less credible than those taking free samples or coupons as compensation. Brands that pay direct-monetary benefits to the influencers in exchange for a recommendation post are usually perceived as “buying” an article, and the influencer perceived to “sell” the trust of readers to the company (Fu, 2010; Hsu, 2010). On the other hand, if the influencer provides product samples or discount coupons as allowance, consumers may consider this as a product trial opportunity and be more likely to acknowledge this type of activity adequately (Fu, 2010; Hsu, 2010). Additionally, the appeal of influencers is introduced in such a way that they connect and engage with their followers giving the idea of a personal and exclusive relation. Commonly on Instagram, there are influencers who are classified as “lifestyle” who post content related to their own lives as focal subject, but other influencers post content associated with different classifications, such as “fashion”, “food” or “parenting”, which solely focus on a streamlined topic that does not need to personally identify with their own private lives (Senft, 2008). Subsequently, influencers are more fascinating than celebrities since Instagram users perceive them as common people (Danesi, 2008). However, influencers are stimulated by hidden business interests, and that’s why they put a lot of effort on keeping up impressions of affection on followers (Abidin & Thompson, 2012). Contrasting with traditional media, posts published by the influencers are considered more casual, fresh 24PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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