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2016 | Buch

Successful Social Media and Ecommerce Strategies in the Wine Industry

herausgegeben von: Gergely Szolnoki, Liz Thach, Dani Kolb

Verlag: Palgrave Macmillan US

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This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.

Inhaltsverzeichnis

Frontmatter
1. Current Status of Global Wine Ecommerce and Social Media
Abstract
In this first chapter, the editors focus on the basics of social media and ecommerce. It deals first of all with the definition and the history of social media and ecommerce in the wine industry. Second, it describes in detail the current situation worldwide—based on the literature overview about wine social media as well as ecommerce—and analyzes the importance and the role of this modern platform in the wine business. In addition, this chapter also contains a short case study on the difference between Facebook friends and non-Facebook friends of a winery.
Gergely Szolnoki, Liz Thach, Dani Kolb
2. Wine on Facebook: A Look at Millennials’ Wine Information Search
Abstract
A survey collected information related to Millennials’ wine purchasing behavior, and their wine information search process. Approximately 30% of the sample reported using Facebook as a source of information on wine. Millennials that report using Facebook for information about wine are more likely to engage with multiple social media platforms and are more apt to use technology for information. Those who use Facebook for wine information are more likely to drink wine at a party, purchase more wine each month, and spend more on wine each month. These Facebook Millennials are more likely to consider varietal when purchasing wine and are more likely to consider themselves wine enthusiasts. In addition, they are more likely to focus on the convenience of wine packaging alternatives.
Lindsey M. Higgins, Marianne McGarry Wolf, Mitchell J. Wolf
3. Online Communication Approaches and Social Networks in Traditional Wine Regions: A Case Study from Italy
Abstract
This study aims to analyze the different online communication approaches adopted by a system of wineries situated in the same wine region. The analysis will be conducted by observing the use made of the principal online tools (website, Facebook, and Twitter), the prevailing content, and the generated online networks and communities. It is focused on Trentino, a traditional wine-producing region located in the northeast of Italy. Findings highlight a heterogeneous development of online communication in this wine region. Four latent dimensions can be considered as the four decision areas embedding website structure and visitor experience. The graphical representation of social networks (Facebook and Twitter) offers important insights for marketing implications. Different network structures emerge, implying different roles played by wineries as nodes in the network.
Roberta Capitello, Lara Agnoli, Diego Begalli
4. Word of Mouth Impulses Boost Wines of Germany: A Case Study
Abstract
After decades of inflationary applied advertisement investments in TV, print and online media, todays’ consumers are exhausted. ‘Wines of Germany’ conquers the given situation with word of mouth (WOM) marketing and communications work. Presentations, seminars, press, online, and social media work as well as conceptual sales impulses for the on and off trade or gastronomy all serve a common goal: credible WOM recommendations. Combined with innovative and emotional communications work, the WOM action led to an increase in public awareness for Wines of Germany. It correlates with a moderate but steady increase in domestic and export value in an extremely competitive market. This chapter summarizes and analyzes the WOM actions of ‘Wines of Germany’.
Frank R. Schulz
5. The Use of Social Media in the Wine Event Industry: A Case Study of the High Country Harvest in Australia
Abstract
This chapter explores the use of social media by the wine event industry as a platform to increase customer interest and more importantly, patronage to wine events. Using the High Country Harvest in Victoria, Australia, as a case study, we consider which social media are utilized to promote this festival based on the platforms identified by Wollan, Smith, and Zhou’s research in 2010 plus vblogs. The chapter concludes by identifying the considerations for social media adoption of a wine event being cost, expansion, user knowledge, ease of use, longevity, and dynamic content. It also highlights official website promotion through Facebook, Instagram, and YouTube as the preferred social media channels due to the perceived usage by Australian audiences and potential visitors to wine events.
Paul Strickland, Kim M. Williams, Jennifer Laing, Warwick Frost
6. Crowdsourcing in Wine Business: Co-Creation and Fundraising Experiences
Abstract
Thanks to the development of Web 2.0 tools and applications, crowdsourcing-based business models, in which the ‘crowd’ takes on a proactive role in the markets, being engaged in co-creation of value and in funding producers and their projects, are emerging worldwide. The aim of this chapter is to achieve a deeper understanding of the opportunities offered by crowdsourcing in wine business. Given both the novelty of the phenomenon and the exploratory nature of this research, a qualitative multiple-case study approach is used with the purpose of presenting cases of major interest as benchmarks. Overall, crowdsourcing is ideally suited as both a new approach to the radically changing consumer profile and as a source of funding for small entrepreneurs facing difficulties in accessing other forms of financing.
Angela Mariani, Azzurra Annunziata, Francesco Nacchia, Antonella Vastola
7. Are Customers Having E-Conversations about Your Wine? The Importance of Online Discussion Forums as Electronic Word of Mouth for Wine Marketers
Abstract
Wine purchase decisions are influenced by the experiences of other consumers and with social media, these experiences can be delivered electronically. Of these, wine discussion forums are the least understood source of unbiased wine experiences. This chapter examines online discussion forums devoted to wine and identifies their potential influence on consumer attitudes and value for wine marketers. Fifty-one online wine discussion threads were analyzed at the conversation and individual post level and their Internet visibility was compared to other winery generated/controlled sources. The results document the anatomy of online wine discussions and indicate that wine forums are a visible and potentially valuable information source for wine consumers.
David L. Dean, Sharon L. Forbes
8. Wine Price Determination in Online Specialized Stores: An Empirical Study for Argentina
Abstract
The emergence of online wine stores in Argentina in the past years has added a new outlet for buyers, for which no study of their characteristics or functioning was found in the country literature. To contribute to their knowledge, a hedonic model was estimated to evaluate the effect on prices on: (i) the specific characteristics of the wine offered (variety, ageing, alcohol content, origin, among others); and (ii) the basic features of the online store (such as range of products, type of promotions, payment and shipment options, website characteristics). Most of the variables behaved as expected and were also statistically significant. It is expected that this information will be relevant to policy makers and sellers.
Rodrigo García Arancibia, Edith Depetris Guiguet, Gustavo Rossini
9. Cross-Cultural Comparison of Social Media Usage in the Wine Industry: Differences between the United States and Germany
Abstract
Social media has become an important part of marketing strategies of wineries around the world, as it provides more than just pure advertisement, but also interactive communication with the customer. In November 2013, two similar surveys among wineries in the United States and in Germany were analyzed in terms of usage and understanding of this medium. This chapter shows how the wineries have adopted this new tool and how they use it for their own purposes. It also reveals their problems and skepticism and gives a good overview of its general acceptance. The results show that the differences between the US wineries and their German counterparts are sometimes immense, although the majority in both countries rated the importance of social media at a similar high level.
Carsten Hoffmann, Gergely Szolnoki, Liz Thach
Backmatter
Metadaten
Titel
Successful Social Media and Ecommerce Strategies in the Wine Industry
herausgegeben von
Gergely Szolnoki
Liz Thach
Dani Kolb
Copyright-Jahr
2016
Verlag
Palgrave Macmillan US
Electronic ISBN
978-1-137-60298-5
Print ISBN
978-1-349-88813-9
DOI
https://doi.org/10.1057/9781137602985