PDF Publication Title:
Text from PDF Page: 051
Chapter 5. Conclusions 5.1 Academic contributions The conceptual framework here developed highlights that the constructs used in this research, to measure Instagram users’ perceived credibility of an influencer and Instagram users’ purchase intention, present a good reliability, since Cronbach’s α of all measures admit great values. As a result, taking into account that the present research acknowledges good levels of internal consistency, it proves that this framework is competent to measure the constructs within the study, and consequently to analyze the systematized research questions. Moreover, results demonstrate that Instagram users’ perceived credibility of an influencer is an antecedent of purchase intention, since both constructs are greatly combined. Although there are some studies already concerned with perceived credibility of endorsers or celebrities (Hovland et al., 1953; Hovland & Weiss, 1951; Ohanian, 1990), and several studies related to purchase intention (Kim et al., 2008; Lee et al., 2015; Pavlou, 2003; Dodds et al., 1991) and, consequently, some studies that regard this relationship between perceived credibility and purchase intention, (Jeng, 2016; Lafferty & Goldsmith, 1999; Lee & Koo, 2015; Guido et al., 2011; Tsai et al., 2010), to the best of our knowledge no other studies were made or applied specifically to a social media platform, namely Instagram, focusing deeply on the behavior of Portuguese Instagram users, ending up exploring their perceived credibility on influencers and the impact these influencers have on the purchase intentions of said Instagram users. Regarding the first research question, as studied previously (Sertoglu, Catli & Korkmaz, 2014), this research proves that the relation between Instagram users’ perceived credibility of an influencer and their purchase intention is verified and positive, which predicts that higher levels of credibility develop higher levels of purchase intention. In addition to that, it was expected from previous research that attractiveness, trustworthiness and expertise, as credibility dimensions, explained purchase intention (Sertoglu, Catli & Korkmaz, 2014; Ohanian, 1990). But, as explored on the second research question, regarding which Instagram users’ perceived credibility dimensions better help to explain the purchase intention of the 51PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
PDF Search Title:
HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTIONOriginal File Name Searched:
thesis-instagram-creditability-perception.pdfDIY PDF Search: Google It | Yahoo | Bing
Cruise Ship Reviews | Luxury Resort | Jet | Yacht | and Travel Tech More Info
Cruising Review Topics and Articles More Info
Software based on Filemaker for the travel industry More Info
The Burgenstock Resort: Reviews on CruisingReview website... More Info
Resort Reviews: World Class resorts... More Info
The Riffelalp Resort: Reviews on CruisingReview website... More Info
| CONTACT TEL: 608-238-6001 Email: greg@cruisingreview.com | RSS | AMP |