Role of Gender in Shaping Consumer Responses to Doctor Influencer: Insights into Brand Perceptions and Repurchase Intentions in the Indonesian Mineral Water Industry
This study investigates the effectiveness of influencer marketing, focusing on Dr. Reisa's endorsement of Le Minerale mineral water in Indonesia. It examines how influencer attributes, such as physical attractiveness, familiarity, expertise, success appeal, and congruency, influence consumer a...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Qubahan
2024-09-01
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| Series: | Qubahan Academic Journal |
| Subjects: | |
| Online Access: | https://journal.qubahan.com/index.php/qaj/article/view/962 |
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