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and crude and allow for prompt intuitiveness and reaction from followers. Therefore, followers can see the interaction with influencers as much more individual, quick and intimate (Boyd, 2006). Lastly, through SM platforms, influencers straightforwardly control their self-portrayal and connections with followers by developing disclosures into the backstage of their camera and using their individual voice to transmit fellowship (Boyd, 2006; Lövheim, 2010). The amount and wide spread of influencers’ posts amidst followers gives the idea they are always sharing parts of their private lives, and in order to engage with their followers, they regularly welcome them to interact with each other, thus creating “influencer content” through requested feedback (Senft, 2008). 2.2.3 Instagram in a business context Recently, SM platforms have provided brand managers with distinct characteristics that allow more innovative and original content strategies. In addition, brand managers can use SM for further branding goals and customize communication with fans that allows for engagement opportunities (Meng, Stavros, & Westberg, 2015). Therefore, SM forces brands and companies to look for recent interactive methods of reaching and engaging their consumers (Gallaugher & Ransbotham, 2010; Kozinets, de Valck, Wojnicki, & Wilner, 2010). SM increasing utilization offers brand managers an opportunity for reaching their target audiences (Meredith, 2012). For instance, organizations can create a much more interactive relationship with consumers (Papasolomou & Melanthiou, 2012). Regarding a research conducted by Brandwatch Agency (2016), 49% of brands are on Instagram and by the end of this year they are predicted to rise to 71%. Also, looking at the top 100 brands in the world, 90% have an Instagram account. Besides this, almost a third of Instagram users have already used their mobile to purchase a product online, making them 70% more willing to purchase a product than non-users (Brandwatch.com, 2016). In addition, the same study shows that the average engagement per post grew by 416%, comparatively to two years ago. Hence, it is important to notice that these Instagram statistics show how important the use of this trendy platform is for marketers intending to reach their audience. 25PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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