The foodie instagramer as a comunication strategy

Francina D'Olivo Bula and Carolina Cerruti
Additional contact information
Francina D'Olivo Bula: Universidad Siglo 21, Licenciatura en Relaciones Públicas e Institucionales. Argentina
Carolina Cerruti: Universidad Siglo 21, Licenciatura en Relaciones Públicas e Institucionales. Argentina

Netnography, 2024, vol. 2, 57-57

Abstract: Technological innovations have transformed the way organizations communicate, and social networks -especially Instagram- have led to the emergence of new opinion leaders: influencers. The purpose of this writing was to know the effects of using influencers-foodie instagramer- as an external communication strategy to position a gastronomic brand. Within this framework, the variables were analyzed from a specific perspective of Public Relations. This work takes the form of a descriptive study, based on a mixed approach with a non-experimental cross-sectional design; using as techniques for data collection the semi-structured interview with the foodie instagramer "Morfando Ando, and the content analysis of the Instagram profiles of both the foodie and three gastronomic brands from Cordoba that used this foodie. The results show that the influencers establish a bridge between the brand and the followers, constituting an effective external communication tool, by mutually empowering each other within the framework of the circular engagement process that is generated between the foodie instagramer, the gastronomic brands and the followers who It represents a challenge for Public Relations to try to maintain engagement with both the brands and the influencer's followers, because there is a fine line between the influencer as a brand and the influencer as a positioner of another brand.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:dbk:netnog:2024v2a57

DOI: 10.62486/net202457

Access Statistics for this article

More articles in Netnography from AG Editor (Uruguay)
Bibliographic data for series maintained by Javier Gonzalez-Argote ().