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RSQ1_B – If yes, which dimensions of credibility - attractiveness, trustworthiness and expertise - better help to explain purchase intention of the products promoted by the influencer? 2.5 Gender Several prior researchers have attempted to depict the main similarities and differences among genders (Deaux & Kite, 1987). In advertising, these differences are very relevant since gender has commonly been used as a basis for market segmentation. Nowadays, gender remains frequently applied to implement segmentation strategies (Meyers-Levy & Sternthal, 1991). Advertisers have the need to acknowledge how online consumers perceive credibility. Ferebee (2008) advocates that since advertisers target ads to specific demographics, any difference in how male and female perceive the credibility of an influencer is important to take into account. Flanagan and Metzger (2003) suggest that male rate perceived credibility of an influencer significantly higher than female, which means that female and male consumers have different perceptions of perceived credibility of an influencer. Consequently, it appears to be likely that gender may assume an important role in determining the differences that are perceived by female and male Instagram users of an influencer’s credibility. In addition, Garbarino and Strahilevitz (2004) found that females usually perceive a higher risk level in purchase products online than males. This phenomenon suggests for instance that intrinsic gender differences may contribute to the moderating role for purchase intentions (Holbrook, 1986; Palmer and Bejou, 1995). Accordingly, female consumers are more sensitive to relevant information posted online than male when making judgments, causing subsequent purchase intentions done by male and female consumers to differ (Meyers-Levy and Sternthal, 1991). Additionally, Omnicore.com (2017) states that 68% of Instagram users all over the world are female and 32% are male. Following this rationale, the aim of this study is to explore if there are differences among gender, concerning Instagram users’ perceived credibility of an influencer and the purchase intentions of the products promoted by the influencer, in order to help 31PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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