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the positive impact of trustworthiness on effectiveness (Chao et al., 2005). To conclude, the trustworthiness of an influencer is considered when Instagram users perceive them as dependable, honest, reliable, sincere or trustworthy (Ohanian, 1990). 2.3.4 Expertise Expertise is presented as "authoritativeness" (McCroskey, 1966), "competence" (Whitehead, 1968), "expertness" (Applbaum and Anatol, 1972), or "qualification" (Berlo et al., 1969). Expertise is also defined as “the degree to which the endorser is perceived to have the adequate knowledge, experience or skills to promote the product” (van der Waldt et al., 2009: 104). The expertise of the endorser is not important unless consumers perceive it to be so (Erdogan, 1999: 298). Expertise is accepted as the most important component for endorsement to be successful, as Daneshvary and Schwer (2000: 104) indicated. Influencers might be perceived as having more expertise than created spokespersons (van der Waldt et al., 2009: 104). Influencers’ expertise is “the extent to which a communicator is perceived to be a source of valid assertions” (Erdogan, 1999: 298). To sum up, the expertise of an influencer is considered when Instagram users perceive them as expert, experienced, knowledgeable, qualified or skilled (Ohanian, 1990). 2.4 Purchase intention SM has changed the communication landscape and has essentially effected marketing communication. The increasing relevance of apps like Instagram, Facebook, Youtube and others in consumers’ lives show a growing influence on their communication habits. Since consumers spend much time on SM, an expanding share of communication arises among these new social networks (Hautz et al., 2013). In what concerns marketing communication, many brand related interactions and publicity to campaigns increasingly occur amidst SM networking sites. The development of communication has transformed consumers from being passive participants in marketing allowing them to be active creators and influencers (Kozinets et al., 2008, Merz et al., 2009), but also, it has provided more power over brands straightforwardly to the consumer (Constantinides and Fountain, 2008). 29PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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