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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Table 7. Chi-square test – gender and expertise Expertise dimension (Ohanian, 1990) Chi-Square Tests Value df Asymptotic ρ (2-sided) Pearson χ2 30.784 27 0.280 Symmetric Measures Value Approximate ρ Nominal by Nominal Phi Cramer`s V 0.332 0.280 0.332 0.280 Table 8. Chi-square test – gender and purchase intention Purchase intention (Dodds, Monroe & Grewal, 1991) Chi-Square Tests Value df Asymptotic ρ (2-sided) Pearson χ2 39.455 17 0.002 Symmetric Measures Value Approximate ρ Nominal by Nominal Phi Cramer`s V 0.375 0.002 0.375 0.002 Regarding the significance test for attractiveness dimension and gender, ( (26) = 48.152, p = 0.005), it is possible to conclude that these variables are not independent of each other, concluding that there are statistically significant differences between female and male Instagram users and their perceived attractiveness of an influencer. The same is not verified with trustworthiness, ( (28) = 31.917; p = 0.278), and expertise dimensions, ( (27) = 30.784; p = 0.280), since both present p > 0.05, meaning that they are independent from each other. So, there is not a statistically significant relationship between perceived trustworthiness and gender, as well, between perceived expertise of an influencer and gender. Finally, the significance test for purchase intention and gender ( (17) = 39.455, p = 0.002) evidences that there are statistically significant differences between female and male Instagram users on their purchase intentions of the products promoted by the influencer. 47

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