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products promoted by the influencers, the findings exposed that these are trustworthiness and attractiveness, excluding expertise, meaning that the perceived expertise of an influencer does not affect the purchase intentions of Instagram users. In respect to the third research question, according to what was expected based on past literature (Ferebee, 2008; Flanagan and Metzger, 2003), female and male Instagram users can be considered significantly different among their perceived credibility to interact with influencers. To better understand this, on the fourth research question it is estimated which perceived credibility of an influencer better helps to explain female and male Instagram users’ purchase intention. Hence, it is conclusive that females were found to be more influenced by the perceived trustworthiness of an influencer than males. Finally, since SM is considered an efficient marketing tool (Bickart and Schindler, 2001; Kumar and Benbasat, 2006; Zhang et al., 2010) that already engaged daily users (Ackaradejruangsri, 2015; Phanraphee, 2014), when regardind extra questions, results also demonstrate that Instagram users are actively online. The research findings show exactly this phenomenom, reporting that 50% of Instagram users spend more than 1.30h on Instagram per day, drawing attention to the fact that this question excludes all the other SM platforms, taking only into consideration the Instagram platform. 5.2 Managerial contributions The present study contributes for the understanding of Instagram users’ main perceived credibility dimensions to interact with an influencer on Instagram, and the impact it has on the purchase intention of the products promoted by these influencers. Afterwards, the focus is as well in understanding if there are differences on the behaviors of female and male Instagram users. Exploring this is crucial in boosting effective marketing campaigns and cultivating personal interactions. Hence, knowing what is the perceived credibility of an influencer is meaningful, in order that new communication strategies that are able to satisfy the public may flourish. Furthermore, the evidence presented in this thesis suggests that trustworthiness is the main dimension of credibility that explains purchase intention, as proposed by Akar & Nasir (2015). In other words, Instagram users perceived trustworthiness of an influencer influences their purchase intentions, and in order to satisfy Instagram users, marketing 52PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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