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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influencer on Instagram explaining Instagram users` purchase intention is trustworthiness since its beta is the higher one ( = 0.387), followed by attractiveness ( = 0.235). Since all betas present values above 0, the influence of these two credibility dimensions towards purchase intention is very positive. To conclude, the answer to the research question 2 is: trustworthiness, followed by attractiveness are the perceived credibility dimensions that better help to explain the Instagram users` Purchase Intention of the products promoted by the influencers. RSQ2_A – Are there any differences on perceived credibility of an influencer and on purchase intention of the products promoted by the influencer concerning gender - related characteristics? In order to understand if there are significant differences between male and female participants on the perceived credibility of an influencer and on purchase intention of the products promoted by these influencers, a Chi-square test was performed, as it can be seen from Tables 5 to 8. Table 5. Chi-square test – gender and attractiveness Attractiveness dimension (Ohanian, 1990) Chi-Square Tests Value df Asymptotic ρ (2-sided) Pearson χ2 48.152 26 0.005 Symmetric Measures Value Approximate ρ Nominal by Nominal Phi Cramer`s V 0.415 0.005 0.415 0.005 Table 6. Chi-square test – gender and trustworthiness Trustworthiness dimension (Ohanian, 1990) Chi-Square Tests Value df Asymptotic ρ (2-sided) Pearson χ2 31.917 28 0.278 Nominal by Nominal Phi Cramer`s V Symmetric Measures Value 0.338 0.338 Approximate ρ 0.278 0.278 46

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