Ingrassia, Marzia; Altamore, Luca; Bacarella, Simona; … - In: Journal of open innovation : technology, market, and … 6 (2020) 4/165, pp. 1-30
Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing themselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor...
