Digital entrepreneurship for influencer marketing: the case of Buzzoole

The case study describes Buzzoole, an Italian fast-growing technology venture specialized in influencer marketing enhanced by artificial intelligence. After an overview of the industry dynamics, the case illustrates how the company has developed innovative applications to help corporations to enhance their customers’ trust and improve their market performance. The case of Buzzoole shows how the adoption of digital technologies such as social media, big data, and advanced analytics can trigger the experimentation of new products, the exploration of new markets, and the creation of new forms of customer value. The case includes an introductory section on digital marketing, with a focus on the new frontier of influencer marketing, an overview of Buzzoole, and a section describing the approach to brand affinity practiced by the company. The case also introduces the Digital Entrepreneurship Canvas and its key elements to design a digital entrepreneurship initiative