Purpose – The purpose of this exploratory research paper is twofold. First, to identify how wine is being talked about within the Twitter environment and second to examine whether the constructs of soft and hard value can be demonstrated within the social media, Twitter content. The overall...

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...