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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التفاصيل البيبلوغرافية

الحاوية / القاعدة:	Journal of Open Innovation: Technology, Market and Complexity
المؤلفون الرئيسيون:	Marzia Ingrassia, Luca Altamore, Simona Bacarella, Pietro Columba, Stefania Chironi
التنسيق:	مقال
اللغة:	الإنجليزية
منشور في:	Elsevier 2020-11-01
الموضوعات:	digital communication innovation wine industry innovation digital wine marketing open innovation for wine industries knowledge transfer
الوصول للمادة أونلاين:	https://www.mdpi.com/2199-8531/6/4/165