Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/25207
Author(s): | Anjos, C. Marques, S. Dias, Á. |
Date: | 2022 |
Title: | The impact of Instagram influencer marketing in the restaurant industry |
Volume: | 13 |
Number: | 1 |
ISSN: | 1947-959X |
DOI (Digital Object Identifier): | 10.4018/IJSSMET.297496 |
Keywords: | Digital marketing Influencer marketing Potential customers reach Restaurants |
Abstract: | 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. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica DMOG-RI - Artigos em revistas internacionais com arbitragem científica |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
article_81339.pdf | Versão Editora | 554,28 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.