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managers should embrace these influencers on their campaigns. Additionally, Hovland et al. (1953); Hovland & Weiss (1951) and Ohanian (1991), pointed out the pertinency of studying perceived credibility in the context of social media, since it is considered a treasured marketing communication channel, as information from a credible influencer has the power to influence beliefs, attitudes and behaviors of Instagram users (Erdoğan, 1999). Based on the research conducted by Sertoglu, Catli & Korkmaz (2014) it is known that perceived attractiveness, trustworthiness and expertise affect the perceived credibility of an influencer, and that the perceived credibility of an influencer in turn affects the purchase intention of a given brand or product. Given these facts, managerial competitive advantages can be assured by knowing the main perceived credibility dimensions of an influencer that influence most Instagram users, and the impact it causes on the purchase intention of the products promoted by the influencer. Therefore, findings about the relation between perceived credibility of an influencer and purchase intention grant a better understanding of both constructs, and also aim to help advertisers address Instagram users’ needs and interests, and consequently, achieve higher levels of purchase intention, which is the main goal. To conclude, advertisers, marketers and marketing managers can benefit with the suggested evidences that the trustworthiness and attractiveness perceived on an influencer are the main credibility dimensions that better explain Instagram users’ purchase intention, as previously researched (Hovland et al., 1953; Hovland and Weiss, 1951; Ohanian, 1991). So, and in order to help marketers, they should know that the perceived trustworthiness of an influencer may be defined as “the honesty, integrity and believability the endorser possesses” (van der Waldt et al., 2009: 104), and that the attractiveness perception of an influencer takes place when Instagram users consider the influencer as “attractive” or “sexy” (Ohanian, 1990). As a result, brands, marketers, advertisers and marketing managers of a company that want to use influencers as their endorsers should make sure that these two credibility dimensions are present and perceived by Instagram users. Nevertheless, regarding the gender-related differences, and in what concerns the 53PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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