Food guides versus food influencers: what role does influencer marketing play in consumers' choice of restaurant? / Emma FORNASINI / 2023

Titre : Food guides versus food influencers: what role does influencer marketing play in consumers' choice of restaurant? Type de document : Mémoire Auteurs : Emma FORNASINI, Auteur Année de publication : 2023 Importance : 43 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; INFLUENCEUR ; PLAT CUISINE SECTEUR Résumé : While in the past, traditional paper guides such as the Michelin Guide were the authority in the field of restaurant recommendations, new players are multiplying with the digitalisation of gastronomy and the rise of 'food culture', particularly on Instagram. With the internet, everyone now can express their opinions and spread their own information. Food influencers have established themselves as new reference figures. With their ease of access and the apparent authenticity of their recommendations, these new public figures are gaining a growing following. But the amateurism they claim is often criticised by experts, who question the legitimacy of influencers in the face of professional guides. Who can be trusted when everyone has a say? And how can consumers make their choices effectively when the power of prescription is now so fragmented? Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581716