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Article summary:
1. Social media has changed the way people make purchase decisions, with user-generated content becoming more prominent than branded content.
2. Influencer marketing is a cost-effective marketing tool that has grown exponentially in recent years, and it involves activities aimed at identifying and building relationships with influencers who have the capacity to influence their followers.
3. This paper examines the influence of digital influencers on Italian food and tourism after the first wave of the COVID-19 pandemic, focusing on Chiara Ferragni's communication strategy to promote Italian food and cultural–artistic–leisure tourist destinations.
Article analysis:
The article “Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector” provides an overview of how digital influencers can be used to promote Italian food and tourism after the first wave of the COVID-19 pandemic. The article is well written and provides a comprehensive overview of the topic, including an analysis of different aspects such as credibility, value perception, purchase intentions, etc., as well as a discussion of existing research on endorsement marketing.
The article is generally reliable and trustworthy; however, there are some potential biases that should be noted. For example, while it does provide an overview of existing research on endorsement marketing, it does not explore any counterarguments or alternative perspectives on this topic. Additionally, while it does discuss potential risks associated with using digital influencers for promotion purposes (e.g., lack of control over content), it does not provide any evidence or examples to support these claims. Furthermore, while it does provide an analysis of different aspects such as credibility and value perception, it does not provide any evidence or examples to support these claims either; thus making them difficult to verify or evaluate objectively.
In conclusion, while this article provides a comprehensive overview of how digital influencers can be used to promote Italian food and tourism after the first wave of the COVID-19 pandemic, there are some potential biases that should be noted when evaluating its trustworthiness and reliability. Specifically, there is a lack of evidence or examples provided to support certain claims made in the article; thus making them difficult to verify or evaluate objectively.