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advertisers better comprehend the differences between female and male Instagram users, as to produce effective promotions for each segment, and target their audiences. Therefore, the subsequent research questions were put forward: RSQ2_A – Are there any differences on perceived credibility of an influencer and on purchase intention of the products promoted by the influencer concerning gender - related characteristics? RSQ2_B – If yes, which are the main dimensions of credibility that better help to explain the purchase intention of the products promoted by the influencer of each gender? 2.6 Conclusion and conceptual framework The goal of the present study is to explore the impact that the perceived credibility of an influencer, on Instagram, has on purchase intention, and understand what are the differences in this impact considering gender-related characteristics of Instagram users. Figure 4 schematizes the conceptual framework developed. Figure 4. Conceptual Framework Therefore, the subsequent research questions were put forward, namely: 32PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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