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the number of variables used in the factor analysis. Thus, all the items are aggregated around the factor that they are supposed to measure, as it can be observed in Appendix 4. Regarding the Kaiser-Meyer-Olkin measure of sampling adequacy (KMO), values can vary between 0 and 1. When its value is 0 it means that the summation of partial correlations is relative large to the summation of the correlations. On the other hand, if the KMO value is close to 1 it means that the patterns of correlations are compact, thus the factor analysis will yield reliable factors. According to Kaiser (1974), KMO values are accepted above 0.5. Hutcheson and Sofroniou (1999) proposed that KMO values between 0.5 and 0.7 are considered normal, values between 0.7 and 0.8 are good, values between 0.8 and 0.9 are great and lastly, values above 0.9 are superb. Therefore, the results showed a high value of 0.859, revealing a great adequacy of the sample. In addition, it is important that Bartlett’s test of sphericity reaches a significance value to support the factorability of the correlation matrix given. In this scenario, the Bartlett’s test of sphericity value is considered significant, given a value lower than the p-value of 0.05. Therefore, based on this analysis, it is possible to conclude that both constructs that are studied in this research, credibility and purchase intention, definitely are measuring different things, both adding value to the analysis, with a significance value of p < 0.001, which proves that the factorability of the correlation matrix is appropriate. The approximated chi-square value is 3293.527. Additional details regarding the KMO and PCA`s results are provided in Appendix 4. 4.1.6 Correlation analysis A Pearson correlation is a measure to verify the strength and direction of association, positive or negative, of the relationship between two variables. Following this reasoning, the Pearson correlation test was run to determine the relationship between credibility and purchase intention. Pearson correlation was assessed to explore the correlation between all variables to understand if there is indeed an association between purchase intention and the credibility dimensions. The overall analysis indicates that all the correlations are positive and significant except for trustworthiness and attractiveness. Most of the variables show 42PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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