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Publication Detailed Description
Journal Title
International Journal of Service Science, Management, Engineering, and Technology
Year (definitive publication)
2022
Language
English
Country
United Kingdom
More Information
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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.
Acknowledgements
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Keywords
Digital marketing,Influencer marketing,Instagram,Potential customers reach,Restaurants
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
Contributions to the Sustainable Development Goals of the United Nations
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