Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector

Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector

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ABSTRACT: The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the wor...

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Bibliographic Details
Main Authors: Marzia Ingrassia, Claudio Bellia, Chiara Giurdanella, Pietro Columba, Stefania Chironi
Format: Article
Language:English
Published: Elsevier 2022-03-01
Series:Journal of Open Innovation: Technology, Market and Complexity
Subjects:
social media
digital marketing
social commerce
local food
typical food
communication
Online Access:http://www.sciencedirect.com/science/article/pii/S2199853122010599

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http://www.sciencedirect.com/science/article/pii/S2199853122010599

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