RAFAEL DÍAZ ROMERO,JOSEPH LIVINGSTON CRAWFORD-VISBAL,LIVINGSTON JOSÉ CRAWFORD TIRADO
DOI: https://doi.org/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.
