Welcome to the InfoSci Platform
Reference Hub4
The Impact of Instagram Influencer Marketing in the Restaurant Industry

The Impact of Instagram Influencer Marketing in the Restaurant Industry

Catarina Jorge Fonseca Anjos, Susana Marques, Alvaro Dias
Copyright: © 2022 |Volume: 13 |Issue: 1 |Pages: 20
ISSN: 1947-959X|EISSN: 1947-9603|EISBN13: 9781799884378|DOI: 10.4018/IJSSMET.297496
Cite Article Cite Article

MLA

Anjos, Catarina Jorge Fonseca, et al. "The Impact of Instagram Influencer Marketing in the Restaurant Industry." IJSSMET vol.13, no.1 2022: pp.1-20. http://doi.org/10.4018/IJSSMET.297496

APA

Anjos, C. J., Marques, S., & Dias, A. (2022). The Impact of Instagram Influencer Marketing in the Restaurant Industry. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 13(1), 1-20. http://doi.org/10.4018/IJSSMET.297496

Chicago

Anjos, Catarina Jorge Fonseca, Susana Marques, and Alvaro Dias. "The Impact of Instagram Influencer Marketing in the Restaurant Industry," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET) 13, no.1: 1-20. http://doi.org/10.4018/IJSSMET.297496

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

When improving their offer, restaurants should also communicate adequately and draw the attention of the public, taking advantage of all available means of communication and opting for the most effective marketing techniques. Therefore, the main objective is to study the six dimensions that encompass a set of digital influencers’ characteristics and to understand if this is actually a communication channel that positively impacts the Portuguese restaurant sector. Using a mixed-method approach, we combined a qualitative study based on a focus group with a survey for a quantitative study. Findings reveal that of the six dimensions of the research model, only one has no impact on the increase of potential clients. In this way, the remaining five are considered to be sufficiently differentiating to arouse consumer interest in visiting restaurants promoted by Instagram influencers.