HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION

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HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION ( how-influencers-credibility-on-instagram-is-perceived-by-con )

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RSQ1_A – Does perceived credibility of an influencer on Instagram influence purchase intention of the products promoted by the influencer? 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? 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? 33

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HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION

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