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perceived credibility of an influencer, marketers should also take into consideration that females are more influenced by the perceived trustworthiness of an influencer than males. Finally, one of the extra questions placed in this research also hopes to help marketers to know in which section lie the most preferred influencers, which Instagram user are more likely to follow on Instagram. Therefore, marketers should know that in Portugal, Instagram users prefer to follow an influencer that includes content related to technology, design and the natural world on their Instagram posts. 5.3 Limitations and future research recommendations This thesis proves results to be useful and reveals a significant move onward in the research concerning the relationship between Instagram users and their perceived credibility of an influencer on Instagram, and its impact on purchase intention, as well as emerging gender-related differences. Nonetheless, there are some limitations. The major limitation of this study is the sampling procedure in which a non-probabilistic convenience sample is used, which cannot therefore be considered as a significant illustrative of the population (Malhotra, 2006). Nevertheless, the possibility of having a wider and diverse sample could mean results’ reliability being greater. Moreover, since this study is based on a quantitative research, a more qualitative component could upgrade its viability on a qualitative approach, strictly speaking, using focus group’ discussions and via interviewing marketers or brand managers who want to use Instagram and its influencers as a bridge, to engage consumers to its brands; a finer understanding over this topic would be feasible. Nevertheless, Instagram users’ perceived credibility of an Influencer, namely its perceived attractiveness, trustworthiness and expertise were the dimensions used in this study to measure the impact on purchase intention. Consequently, it would be wonderful if future researchers studied which motivations also lead Instagram users to interact with influencers on Instagram and adapt this research to other trendy social media platforms, such as Facebook or Blogs. Exploring this knowledge dimension would be a great contribution for marketers. 54PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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