DIGITAL TRANSFORMATION AND MICROENTREPRENEURSHIP: THE ROLE OF INFLUENCER PARTNERSHIPS IN BARRANQUILLA’S GASTRONOMIC SECTOR

Authors

  • RAFAEL DÍAZ ROMERO BACHELOR IN SOCIAL COMMUNICATION AND DIGITAL MEDIA FROM UNIVERSIDAD DE LA COSTA. RESEARCHES COMMUNITY MANAGEMENT, SOCIAL MEDIA STRATEGIES AND COMPANY COMMUNICATIONS. STUDIES THE BEHAVIOR OF INDIVIDUALS ON SOCIAL MEDIA AND HOW IT AFFECTS THEIR PERSONAL LIVES
  • JOSEPH LIVINGSTON CRAWFORD-VISBAL PHD AND MS. IN COMMUNICATION FROM ‘UNIVERSIDAD DEL NORTE’, INTERACTIVE MEDIA DESIGNER FROM ‘UNIVERSIDAD ICESI’. TENURE TRACK PROFESSOR AT THE ACADEMIC DEPARTMENT OF COMMUNICATIONS OF PONTIFICIA UNIVERSIDAD CATÓLICA DEL PERÚ. RESEARCHES DIGITAL AND ALGORITHM-MEDIATED COMMUNICATIONS, POLITICAL ECONOMY, DIGITAL COMPETENCES AND POLITICS ON SOCIAL MEDIA.
  • LIVINGSTON JOSÉ CRAWFORD TIRADO UNIVERSIDAD SAN IGNACIO DE LOYOLA PHD STUDENT IN JOURNALISM, MS. IN COMMUNICATION, SOCIAL COMMUNICATOR AND JOURNALIST, TV AND AUDIOVISUAL MEDIA PRODUCER. FULL TIME PROFESSOR AT THE COMMUNICATIONS BACHELOR OF THE SAN IGNACIO DE LOYOLA UNIVERSITY IN LIMA, PERU. PART TIME LECTURER AT THE SAN MARTÍN DE PORRES UNIVERSITY. HIS RESEARCH INTERESTS COVER JOURNALISM, DIGITAL MEDIA, SOCIOLOGY, URBAN STUDIES.

Keywords:

micro-entrepreneurship, influencer collaborations, digital platforms, affective labor, resilience, gastronomic sector

Abstract

This article examines how gastronomic microbusinesses in Barranquilla, Colombia, engage with digital platforms through influencer collaborations to navigate algorithmic challenges, affective labor demands, and resilience-building in uncertain digital markets. Drawing on qualitative case study data, the research highlights how established and emerging businesses differently interpret and respond to platform algorithms, balancing authenticity and optimization in their online presence. Influencer partnerships emerge as critical resources that provide technical support, social capital, and emotional encouragement, enabling microbusinesses to adapt and grow within platform-mediated economies. The study offers practical insights for entrepreneurs, policymakers, and support organizations aiming to foster sustainable and authentic digital micro-entrepreneurship in emerging economies.

Downloads

How to Cite

ROMERO, R. D., CRAWFORD-VISBAL, J. L., & TIRADO, L. J. C. (2025). DIGITAL TRANSFORMATION AND MICROENTREPRENEURSHIP: THE ROLE OF INFLUENCER PARTNERSHIPS IN BARRANQUILLA’S GASTRONOMIC SECTOR. TPM – Testing, Psychometrics, Methodology in Applied Psychology, 32(S2(2025) : Posted 09 June), 364–374. Retrieved from https://tpmap.org/submission/index.php/tpm/article/view/252

Issue

Vol. 32 No. S2(2025) : Posted 09 June (2025)

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.