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Chapter 4. Results analysis 4.1 Preliminary analysis 4.1.1 Data collection and analysis Responses from the online survey were collected between March 11 and April 5. The survey was promoted through email and social media platfoms. The data collected was analyzed through the statistical program IBM SPSS Statistics. Finally, the questionnaire was answered by 491 respondents. After removing participants with missing answers, the sample counts 285 valid-responses. 4.1.2 Sample characterization Demographic characteristics: As far as gender is concerned, 53% of the total sample consisted of female participants and 47% of male. Results are presented on Figure 5. Figure 5. Gender distribution. Regarding the age distribution of the sample, there was a clear majority of young adults between the ages of 18 and 24 years old that represent 75% of the sample; followed by respondents between 25 and 34 years old, 22%. Results presented on Figure 6. 47% 53% Female Male 37PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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