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According to Hinz et al. (2011) this recent marketing communication reality offers new challenges and opportunities to companies, as purchase decisions are significantly influenced by SM interactions. Nowadays, consumers usually log on to SM in order to look for product information and prior influencers’ feedback previously deciding to purchase, as they rely more on the content generated by other users, especially on Instagram (Brown et al., 2003, Horst et al., 2007; Harris, 2012; Racherla & Friske, 2012). Authors like Bahtar & Muda (2016) have also stated that this happens regularly, because several product-related photos and videos can be found on Instagram. Purchase intention, is therefore, a relevant indicator of an actual purchase and is used to measure consumers’ actions (Kim et al., 2008; Lee et al., 2015; Pavlou, 2003). In addition, purchase intention can also be considered a consumer’s goal intention toward a product (Fishbein & Ajzen, 1975). Spears & Singh (2004) define it as a consumer’s conscious plan or intention to make an effort in order to purchase a product. Moreover, purchase intention is considered to be “the mental stage” in the development of a decision where the consumer has built up a genuine willingness to perform toward a product (Wells et al., 2011; Dodds et al., 1991). To conclude, since the advertisers’ main objective is getting consumers to form an intention to purchase the product advertised by the influencers to attract and retain its customers (Ko, Kim, and Zhang, 2008), it is relevant to study if the perceptions of credibility of an influencer influence consumers’ purchase intentions (Erdogan, 1999; Ohanian, 1991; van der Waldt et al., 2009). Therefore, regarding the study conducted by Dodds et al. (1991), Instagram users’ purchase intentions occur as follows: when Instagram users pretend to buy the product; or when they are likely that they will buy the product; or when they are willing to buy the product that influencers are promoting on Instagram. Following this rationale, the subsequent research questions are put forward: RSQ1_A – Does perceived credibility of an influencer on Instagram influence purchase intention of the products promoted by the influencer? 30PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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