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To conclude, not only does the success of small organizations rely on building “committed” relationships, and SM platforms facilitate that task (Schaffer, 2013), but Instagram also gives a step forward on that commitment (Garifova, 2016). 2.2.4 Main brands’ presence on Instagram Statista.com (2017) reported that the 3 leading global brands rated by number of Instagram followers which are present on Instagram are firstly, Nike with 69.4 million followers; following is National Geographic: 69.2 million, and then Victoria’s Secret with 51.3 million followers. Figure 3. 15th leading brands ranked by number of Instagram followers (in millions) Source: (statista.com, 2017) Again, Instagram reported 700 million monthly active users, becoming one of the most popular social networks worldwide. For instance, the following of brands and celebrities is considered one of the most attractive Instagram activities, turning this platform a highly important marketing channel. According to Hutchinson (2017), 70% of the campaigns performed on Instagram generated a significant boost for online conversion. In addition, 50% of Instagram users 26PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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