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Chapter 3. Methodology 3.1 Research approach According to Saunders et al. (2009) there are three types of research approach when conducting researches; namely, the exploratory, the descriptive and the explanatory research. Exploratory research is used to investigate a problem, which has not yet been studied in-depth. For this approach the researchers identify and generally describe a new problem statement by analyzing primary data, frequently collected through qualitative research, such as interviews and focus groups (Saunders et. al, 2009). Descriptive research focuses on providing a detailed point of view of an issue or theory that has been analyzed already in the past, allowing for theory building by doing empirical generalizations of the relation between variables. In contrast, to the exploratory research, this research is supported on secondary data collected through quantitative research. Explanatory research aims to establish a causal relationship between variables. Researchers use it to test the causal relationships underlying a given problem. This approach is used when theoretical insights exist, so that hypotheses are formulated and tested through quantitative research and primary data collection. This dissertation aims to explore how purchase intention relates with Instagram users’ perceived credibility of an influencer. In other words, understanding if and how the credibility of an influencer perceived by the Instagram users varies across different levels of purchase intention. To do so, all constructs involved are firstly researched and described, based on secondary data coming from existing research. This is followed by the collection of primary data, achieved with resource to a questionnaire in which respondents are assessed on their levels of credibility to follow an influencer on Instagram and its impact on purchase intention. In this dissertation, an exploratory research (since the impact of digital influencers on Instagram users has not yet been studied in-depth) and descriptive research (since it is based on quantitative research) approach was undertaken, by analyzing the major credibility and purchase intention dimensions of the studied sample. The present study is therefore quantitative. 34PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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