The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis

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 Analysi...

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Hlavní autoři:	Marzia Ingrassia, Luca Altamore, Simona Bacarella, Pietro Columba, Stefania Chironi
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Elsevier 2020-11-01
Edice:	Journal of Open Innovation: Technology, Market and Complexity
Témata:	digital communication innovation wine industry innovation digital wine marketing open innovation for wine industries knowledge transfer
On-line přístup:	https://www.mdpi.com/2199-8531/6/4/165
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