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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intentions are explained by the independent variables: attractiveness, trustworthiness and expertise dimensions, which is lower when compared to female. In addition, the overall model is statistically significant, ( = 0.000) and F value, F (3, 128) = 9.016, concluding that there is a linear relationship between the variables. Results show that two independent variables were found to have a significant and positive effect, on male Instagram users` purchase intentions: attractiveness (β = 0.205; p = 0.013) and trustworthiness (β = 0.321; p = 0.000). Nevertheless, expertise dimension still doesn`t have a significant effect on male Instagram users` purchase intention, because p-value is > 0.05 (β = 0.045; = 0.619). Following this, the stronger dimension of perceived credibility to follow an influencer on Instagram explaining male Instagram users` purchase intention is still trustworthiness ( = 0.321), followed by Attractiveness ( = 0.205). To conclude, trustworthiness and attractiveness are the credibility dimensions that better help to explain the male Instagram users` purchase intentions of the products promoted by the influencers. However, it is perceptible that the perceived trustworthiness of an influencer has much more impact on female Instagram users` purchase intentions than on male. 50

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HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION

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