Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/25207
Autoria: Anjos, C.
Marques, S.
Dias, Á.
Data: 2022
Título próprio: The impact of Instagram influencer marketing in the restaurant industry
Volume: 13
Número: 1
ISSN: 1947-959X
DOI (Digital Object Identifier): 10.4018/IJSSMET.297496
Palavras-chave: Digital marketing
Influencer marketing
Instagram
Potential customers reach
Restaurants
Resumo: When improving their offer, restaurants should also communicate adequately and draw the attention of the public, taking advantage of all available means of communication and opting for the most effective marketing techniques. Therefore, the main objective is to study the six dimensions that encompass a set of digital influencers’ characteristics and to understand if this is actually a communication channel that positively impacts the Portuguese restaurant sector. Using a mixed-method approach, we combined a qualitative study based on a focus group with a survey for a quantitative study. Findings reveal that of the six dimensions of the research model, only one has no impact on the increase of potential clients. In this way, the remaining five are considered to be sufficiently differentiating to arouse consumer interest in visiting restaurants promoted by Instagram influencers.
Arbitragem científica: yes
Acesso: Acesso Aberto
Aparece nas coleções:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica
DMOG-RI - Artigos em revistas internacionais com arbitragem científica

Ficheiros deste registo:
Ficheiro Descrição TamanhoFormato 
article_81339.pdfVersão Editora554,28 kBAdobe PDFVer/Abrir


FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpaceOrkut
Formato BibTex mendeley Endnote Logotipo do DeGóis Logotipo do Orcid 

Todos os registos no repositório estão protegidos por leis de copyright, com todos os direitos reservados.