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Moreover, Phi and Cramer`s V tests regard the strength of association between the variables, and if it is “0” there is no relationship between the variables; if is from 0 to 0.2 there is a weak relationship; if it is from 0.2 and 0.3 there is a moderate relationship; and if it is higher than 0.3 there is a strong relationship. In this case, all the dimensions have a strong relationship with gender, especially attractiveness and purchase intention, which are the ones that have higher values of association. However, only attractiveness and purchase intention dimensions present a statistically significant relationship with gender since its p < 0.05. To conclude, there are statistically significant differences among female and male Instagram users on the perceived credibility of an influencer, namely on the perceived attractiveness of an influencer, but also, on the purchase intention of the products promoted by the influencer. RSQ2_B – If yes, which are the main dimensions of credibility that better help to explain the purchase intention of the products promoted by the influencer of each gender? With the purpose of understanding, which perceived credibility of an influencer mostly contribute to explain purchase intention among female and male Instagram users, a multiple regression was performed. Once again, the sample was split into the different gender-related characteristics to easily understand the results. Table 9. Female – multiple linear regression – attractiveness, trustworthiness, expertise and purchase intention Independent Variable Standardized β τ p Constant - 1.992 0.048 Attractiveness 0.246 3.300 0.001 Trustworthiness 0.434 4.305 0.000 Expertise (-)0.126 (-)1.258 0.211 p 0.000 F 12.791 R2 0.210 Concerning female Instagram users, the demonstrates the percentage of the variable 48PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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