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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an influencer has on purchase intention, proceeded by extra questions. The final part of the questionnaire consisted of socio-demographic characterization data. Lastly, the questionnaire was subjected to a pre-test before the launch. This pre-test was answered by 21 participants and the main findings were that the measurement model had good internal consistency and proved to be adequate for the study. 3.2.3 The measures To operationalize the impact of Instagram users’ perceived credibility to follow influencers on purchase intention, the measures were adapted from previous studies. The credibility scale was measured by 15 items adapted from the Ohanian (1990) study, and purchase intention scale was measured by 3 items adapted from Dodds, Monroe & Grewal (1991) research. In this questionnaire, Likert Scale was mostly used, with the intention of classifying respondents’ positions on each of the questions. According to Malhotra (2006) this scale is widely used and requires respondents to indicate a degree of agreement and disagreement with each of statements. All items were measured on a 7-point Likert Scale, where 1 represents “strongly disagree” and 7 represents “strongly agree”. Moreover, the English questionnaire was translated into Portuguese and developed into Qualtrics (www.qualtrics.com). 36

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