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influencer? A deeper analysis of this causality consists on exploring which perceived credibility of an influencer better explain Instagram users` purchase intention of the products promoted by the influencer. For this purpose a multiple linear regression was undertaken and every dimension of credibility was considered as independent variable, as it can be observed on Table 4. Table 4. Multiple linear regression – attractiveness, trustworthiness, expertise and purchase intention Dependent Variable: Purchase Intention Independent Variable Standardized β τ p Constant - 1.709 0.088 Attractiveness 0.235 4.352 0.000 Trustworthiness 0.387 6.056 0.000 Expertise (-)0.049 (-)0.766 0.444 p 0.000 F 23.561 R2 0.202 The demonstrates the percentage of the variable variance that is explained by the model, consequently 20% of Instagram users` purchase intentions are explained by these dimensions. In addition to that the test is statistically significant as it has a p-value ( = 0.000) and F value, F (3, 279) = 23.561. Regarding the three credibility dimensions, two of them are statistically significant for a confidence level of 5% and positively affect the most purchase intention. Taking into account its p-values and betas, these dimensions are attractiveness ( = 0.235; = 0.000) and trustworthiness ( = 0.387; = 0.000). These results answer to research question 2, since they are all statistically significant, considering that < 0.05. The same is not verified with expertise dimension since it has no statistically significance, because > 0.05 and beta demonstrates a negative effect, ( = -0.049; = 0.444). Following this, the stronger dimension of the perceived credibility to follow an 45PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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