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

2022

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 world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni…

social media; digital marketing; social commerce; local food; typical food; communication; promotion; advertising; Netnography; AGIL methodSociology and Political Sciencecommunicationsocial media;social mediadigital marketing;promotionDevelopmentNetnographylocal foodcommunication;Netnography;Settore AGR/01 - Economia Ed Estimo Ruralesocial commerce;digital marketingsocial commercetypical foodtypical food;advertising;advertisingGeneral Economics Econometrics and Financelocal food;promotion;AGIL methodJournal of Open Innovation: Technology, Market, and Complexity
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