Digital transformation and microentrepreneurship: the role of influencer partnerships in Barranquilla’s gastronomic sect
Pontificia Universidad Católica del Perú
Aug 2025
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