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

PDF Publication Title:

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

Previous Page View | Next Page View | Return to Search List

Text from PDF Page: 044

4.2 In-depth analysis Throughout this subchapter, the research questions previously formulated were answered through the analysis of results of the data collected. 4.2.1 Research questions RSQ1_A – Does perceived credibility of an influencer on Instagram influences purchase intention of the products promoted by the influencer? In order to analyze whether perceived credibility of an influencer influences Instagram users` purchase intentions, a linear regression was performed, as it can be seen in Table 3. Table 3. Linear regression – credibility and purchase intention Dependent Variable: Purchase Intention Independent Variable Standardized β τ p Constant - 1.597 0.111 Credibility 0.397 7.260 0.000 F 52.713 R2 0.158 The results of this test demonstrate that this causality is verified and that the model used is statistically significant, due to its F value, F (1,281) = 52.713 and significance value ( = 0.000), since < 0.05, it is statistically significant. result reveals that 16% of Instagram users` purchase intention is explained by perceived credibility about influencers. Therefore, perceived credibility of an influencer has a significant and positive standardized coefficient, ( = 0.397; = 0.000), which confirms that there is a positive and significant relation between perceived credibility of an influencer and purchase intention. RSQ1_B – If yes, which dimensions of credibility - attractiveness, trustworthiness and expertise - better help to explain purchase intention of the products promoted by the 44

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

how-influencers-credibility-on-instagram-is-perceived-by-con-044

PDF Search Title:

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

Original File Name Searched:

thesis-instagram-creditability-perception.pdf

DIY PDF Search: Google It | Yahoo | Bing

Cruise Ship Reviews | Luxury Resort | Jet | Yacht | and Travel Tech More Info

Cruising Review Topics and Articles More Info

Software based on Filemaker for the travel industry More Info

The Burgenstock Resort: Reviews on CruisingReview website... More Info

Resort Reviews: World Class resorts... More Info

The Riffelalp Resort: Reviews on CruisingReview website... More Info

CONTACT TEL: 608-238-6001 Email: greg@cruisingreview.com | RSS | AMP