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variance that is explained by the model. It shows that 21% of female Instagram users` purchase intentions are explained by the independent variables: attractiveness, trustworthiness and expertise dimensions. In addition to that, the overall model is statistically significant as it has a p-value ( = 0.000) and F value, F (3, 144) = 12.791, concluding that there is a linear relationship between the variables. Results also show that two independent variables were found to have a significant and positive effect, since β > 0 and p < 0.05, on female Instagram users` purchase intentions: attractiveness (β = 0.246; p = 0.001) and trustworthiness (β = 0.434; p = 0.000). The same is not verified with expertise dimension since it does not have a significant effect on female Instagram users` purchase intentions, because the p-value is > 0,05 and beta demonstrates a negative impact ( = -0.126; = 0.211). Following this, the stronger dimension of perceived credibility to follow an influencer on Instagram explaining female Instagram users` purchase intentions is trustworthiness since its beta is the higher one ( = 0.434), followed by attractiveness ( = 0.246). To conclude, the perceived trustworthiness and attractiveness of an influencer are the credibility dimensions that better help to explain female Instagram users` purchase intention of the products promoted by the influencers. In fact, the expertise dimension does not significantly explain female Instagram users` purchase intention. Table 10. Male – multiple linear regression – attractiveness, trustworthiness, expertise and purchase intention Independent Variable Standardized β τ p Constant - 0.710 0.479 Attractiveness 0.205 2.515 0.013 Trustworthiness 0.321 3.579 0.000 Expertise 0.045 0.498 0.619 p 0.000 F 9.016 R2 0.174 Concerning male Instagram users, it shows that 17% of male Instagram users` purchase 49PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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