The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis
Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing themselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysi...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2020-11-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2199-8531/6/4/165 |