Digital Influencers and the Restaurant Sector

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Author(s): Alvaro Díaz Casquero (Universidad de Málaga, Spain), Eva María González Robles (Universidad de Málaga, Spain)and Benjamín del Alcázar (Universidad de Málaga, Spain)
Copyright: 2024
Pages: 19
Source title: Using Influencer Marketing as a Digital Business Strategy
Source Author(s)/Editor(s): Sandrina Teixeira (ISCAP, Polytechnic Institute of Porto, Portugal), Sara Teixeira (Polytechnic Institute of Porto), Zaila Oliveira (Unichristus, Brazil & Unifametro, Brazil)and Elnivan Souza (Christus University Center, Brazil)
DOI: 10.4018/979-8-3693-0551-5.ch012

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

This chapter delves into digital influencers' influential role in reshaping restaurant industry communication, dissecting their evolution, categorizing types, and their pivotal role in gastronomic communication. Exploring strategies for optimizing influencer collaborations, scrutinizing trends, and spotlighting key platforms, it equips readers with a comprehensive understanding. Furthermore, it investigates influencers' profound impact on consumer behavior, serving as a practical guide with data-driven insights and examples. In today's digital age, this chapter underscores influencer collaborations' indispensable nature in the restaurant sector, emphasizing their potential for business success. Understanding and harnessing influencer power remains crucial for industry stakeholders as the culinary world evolves.

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