Digital Influences, Food and Tourism – A new Model of Open Innovation for Businesses in the HO.RE.CA. Sector

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. This research paper offers an explanation on the dynamic of digital communication to support advertising and promoting food and catering businesses.

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