Role of Gender in Shaping Consumer Responses to Doctor Influencer: Insights into Brand Perceptions and Repurchase Intentions in the Indonesian Mineral Water Industry

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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Bibliographic Details
Main Authors: Endang Dwi Amperawati, Rahmawati Rahmawati, Endang Hariningsih, Wing Wahyu Winarno, Diana Airawaty, Agus Dwianto
Format: Article
Language:English
Published: Qubahan 2024-09-01
Series:Qubahan Academic Journal
Subjects:
Doctor Influencer
Physical Attractiveness
Expertness
Familiarity
Success Appeal
Online Access:https://journal.qubahan.com/index.php/qaj/article/view/962
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