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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follow at least one business, and almost 500 000 advertisers are increasing their businesses on Instagram. Finally, Instagram prospects to generate in mobile advertising sales this year about $1.5 billion and in 2018 about $5 billion (Aslam, 2017). 2.3 The role of credibility to explain the interaction with influencers and the impact on purchase intention 2.3.1 Definition of credibility The perceived credibility of an influencer refers to whether an individual perceives the influencers’ recommendations as unbiased, believable, true, or factual (Hass, 1981). Perceived credibility of an influencer explains that the effectiveness of a message depends on perceived level of expertise and trustworthiness of an influencer (Hovland et al., 1953; Hovland and Weiss, 1951; Ohanian, 1990). Information from a credible source can influence believes, opinions, attitudes and/or behaviors through a process called “internalization”, which occurs when receivers embrace the source influence in terms of their personal attitude and value structures (Erdoğan, 1999: 297). Ohanian (1990) referred that "source credibility" is often used to pick attention to the influencer’s positive characteristics that influences the consumer’s acceptance of a message. Because the influencer is the principal source of information, his perceived credibility is an important apect for the advertiser (Friedman et al., 1978). The interpretation of credibility diverges in the related literature. For example, according to Hovland et al. (1953, p. 21) credibility consists of two components called perceived expertness and trustworthiness. Trust is a relevant element in several studies (Bowers and Phillips, 1967; Whitehead, 1968; Applbaum and Anatol, 1972; 1973). Further, Applbaum & Anatol (1972) and DeSarbo & Harshman (1985) consider that besides trust, expertise is also a crucial factor of perceived credibility of an influencer. In more recent studies the attractiveness of an influencer is also considered as a dimension of credibility (Ohanian, 1990; 1991; Goldsmith et al., 2000). To conclude, Ohanian (1990) developed three constructs to measure the effectiveness of influencers through looking at the perceived expertise, trustworthiness and attractiveness 27

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