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of the influencer, specifically in the advertisement course. Subsequently, fifteen items of perceived credibility of an influencer have been extensively accepted, and used by several researchers (Pornpitakpan, 2003; Till and Busler, 1998; 2000). Therefore, in this study, the perceived credibility of an influencer is measured in three dimensions, which are composed of influencers’ perceived attractiveness, trustworthiness and expertise, as proposed by Ohanian (1990). 2.3.2 Attractiveness According to Erdogan (1999: 299), attractiveness is the “stereotype of positive associations to a person and not only entails physical attractiveness but also other characteristics such as personality and athletic ability”. Joseph (1982) provided some evidence regarding physically attractive influencers’ impact on different dependent measures, and declared that attractive influencers are mostly believed, liked and preferred to have a positive impact on products than unattractive influencers. Influencers “who are perceived to be attractive are more likely to lead the purchase intent” (van der Waldt et al., 2009: 104). Attractiveness is also considered a crucial factor for developing effective messages (Schlecht, 2003). Attractive influencers usually have more influence over consumers than less attractive ones (Kahle and Homer, 1985; Joseph, 1982). However, Baker and Churchill (1977) reported that although attractiveness positively affects evaluations, it is meaningless in affecting purchasing intentions. While advertisers have regularly chosen influencers based on their physical attractiveness in order to affect consumer attitudes (Chaiken, 1979), many researchers (Joseph, 1982; Kahle and Homer, 1985) admit that influencers’ attractiveness may only be siginficant if the product enhances the attractiveness of the user. Briefly, the attractiveness of an influencer is considered, when Instagram users perceive them as elegant, classy, attractive, beautiful or sexy (Ohanian, 1990). 2.3.3 Trustworthiness The trust paradigm in communication is the listener’s level of confidence in, and level of acceptance of the influencer and the message (Abdulmajid-Sallam and Wahid, 2012). Ohanian (1990) stated that the trustworthy influencer was more persuasive, whether an expert or not. Trustworthiness can be defined as “the honesty, integrity and believability the endorser possesses” (van der Waldt et al., 2009: 104). Tustworthiness is also defined as the degree of confidence that consumers place on influencers’ intent to convey the assertions they consider most valid (Ohanian, 1990). Much literature executed supports 28PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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