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A content analysis of influential wine blogs

Stefanie Beninger (Beedie School of Business, Simon Fraser University, Vancouver, Canada)
Michael Parent (Beedie School of Business, Simon Fraser University, Vancouver, Canada)
Leyland Pitt (Beedie School of Business, Simon Fraser University, Vancouver, Canada)
Anthony Chan (Division of Industrial Marketing, Lulea University of Technology, Lulea, Sweden)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 12 August 2014

2576

Abstract

Purpose

The purpose of this exploratory study was to analyze the content of influential wine blogs.

Design/methodology/approach

The study used content analysis software, Leximancer, to analyze the entire contents of five influential amateur wine blogs.

Findings

A key finding is that these blogs all balance self-promotion with the content of their blogs, namely, wine and wine-related topics. The wine blogs, though evaluating wines in different ways, review not only the product attributes but also the experience surrounding wine.

Research limitations/implications

Limitations of this study include that the analysis only included five wine blogs and the content analysis was conducted by a sole researcher using a computerized approach.

Practical implications

Wine blogs have increasing influence in the wine industry, especially those written by amateur wine bloggers. As such, understanding the tactics used by wine bloggers is of interest to practitioners who aim to market their wines using such channels as well as providing insight into this contemporary platform for current and aspiring wine critics.

Originality/value

This is the first content analysis study that analyzes the content of wine blogs as the readers themselves see it. It provides insights of value not only to those involved in marketing in the wine industry but also to those interested in the developments of amateur blogs in marketing.

Keywords

Citation

Beninger, S., Parent, M., Pitt, L. and Chan, A. (2014), "A content analysis of influential wine blogs", International Journal of Wine Business Research, Vol. 26 No. 3, pp. 168-187. https://doi.org/10.1108/IJWBR-09-2013-0036

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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