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Article
Publication date: 13 March 2019

Tommaso Pucci, Elena Casprini, Costanza Nosi and Lorenzo Zanni

The purpose of this paper is to investigate the influence that social media usage has on the online purchases of wine and to examine whether objective and subjective…

Abstract

Purpose

The purpose of this paper is to investigate the influence that social media usage has on the online purchases of wine and to examine whether objective and subjective knowledge moderates this relationship.

Design/methodology/approach

A structured questionnaire was completed by a sample of 2,597 Italian wine consumers. A multinomial logistic model was used to assess how the investigated variables influenced online purchasing behavior.

Findings

Social media usage was found to be positively related to online wine buying, and consumer’s objective and subjective knowledge moderates the relationship between social media usage and online wine purchasing.

Research limitations/implications

Wineries should acknowledge the relevance of social media in favoring online wine buying and adopt integrated multi-channel marketing strategies. Given that knowledge moderates the relationship between social media usage and online wine buying, in order to optimize the channel management, wineries should segment customers and prospects based on subjective and objective product knowledge.

Originality/value

The study represents one of the first attempts to investigate social media use and online wine purchasing behavior in Italy. In addition, it sheds light on previous research on the influence that objective and subjective knowledge has on consumer behavior.

Details

British Food Journal, vol. 121 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 10 June 2014

Gergely Szolnoki, Dimitri Taits, Moritz Nagel and Alessio Fortunato

This paper aims to conduct two studies to investigate the use of social media tools by wineries in Germany and assess the impact of Facebook membership on customers by…

Abstract

Purpose

This paper aims to conduct two studies to investigate the use of social media tools by wineries in Germany and assess the impact of Facebook membership on customers by comparing them with customers who were not members. Today, a vast number of books and studies are being published about social media in general, but less is known about their usage and effectiveness in the wine industry.

Design/methodology/approach

The first study was conducted among 321 German wineries. It focused on the attitudes and preferences of the winemakers regarding social media, and it analysed the daily use of this new communication tool. The second study took place in August 2012, and it set out to define the value that accrued to a winery from having Facebook fans. This analysis was based on an online survey with customers of the winery as well as on a comparative analysis of the buying patterns of customers who were Facebook fans and those who were not. The analysis compared the turnover from the purchases of both groups over a period of three years.

Findings

It was determined that 60 per cent of German wineries did communicate with their customers using social media. Facebook was the most important social media channel, followed by Twitter and YouTube. Of the winemakers interviewed, 40 per cent planned, in the near future, to implement additional activities involving social media. The consumer study proved that Facebook fans had a higher turnover compared to the non-Facebook fans of the winery studied. This finding emphasises the loyalty of Facebook fans. In addition, the study revealed that Facebook fans are open to receiving sales offers from the company which they support.

Practical implications

Winery owners should be aware of the effectiveness of this modern communication tool. This is not only because Facebook fans generate a much higher turnover but also because of the possibility that they are interested in additional special offers on Facebook, which could mean an expansion of the available sales channels.

Originality/value

To our knowledge, this kind of overview about the Germany wine sector as well as about the value of a Facebook-fan of a winery has not yet been undertaken.

Details

International Journal of Wine Business Research, vol. 26 no. 2
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 12 August 2014

Nathalie Spielmann, Sylvie Jolly and Fabrice Parisot

The purpose of this article is to review the use of the word terroir by print media in France using a multi-method approach. The objective is to uncover whether and how…

Abstract

Purpose

The purpose of this article is to review the use of the word terroir by print media in France using a multi-method approach. The objective is to uncover whether and how the media frames terroir-marketed products as being qualitatively superior to non-terroir products.

Design/methodology/approach

Every issue of five print magazines in France was analyzed over the period of one year. All references to terroir were coded as well as all tasting notes with and without terroir references. > 6,500 tasting notes and 800 uses of terroir in wine and food-related text from > 3,800 pages in 30 issues were identified and analyzed.

Findings

The results show that although it is not a frequently used word, terroir in tasting notes leads to significantly higher scores and prices for wines than when terroir is not included in the note. A further analysis reveals that terroir is most often related to subjective experiences of taste.

Practical implications

Wine managers should often use the word terroir in their press releases and communication pieces. However, the dimension of terroir that brand managers put forward in their communication pieces will influence the way in which the media frame their product.

Originality/value

Prior to this research there were no empirical results regarding how the media uses terroir. This research contributes to the growing body of research that seeks to understand the value of terroir as a marketing attribute.

Details

International Journal of Wine Business Research, vol. 26 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 17 August 2012

Mana Farshid, Anthony Chan and Deon Nel

The rise of social media and its resultant impact on brand management has become a critical factor in guarding the reputation of the firm. Consumer‐generated content has…

Abstract

Purpose

The rise of social media and its resultant impact on brand management has become a critical factor in guarding the reputation of the firm. Consumer‐generated content has the potential to spread rapidly over social networks and the implications are that advertising as traditionally used by brand managers, now offers little control over the communication message. Brand managers need a better tool to gauge the changing mood in social media conversations. The purpose of this paper is to suggest a powerful method, Chernoff Faces, to compare six Sauternes wine brands based on social conversation measurement.

Design/methodology/approach

This study describes a source of data relating to wine brand visibility in social media, and then presents a simple yet powerful graphical tool for portraying this information. This tool facilitates the communication, understanding, and assimilation of the relevant information.

Findings

The findings of this paper are presented in six social media wine faces. Facial features are allocated to eyes, facial line, hair density and others to reflect “Social Mention” data measuring brand strength, positive and negative sentiment and related elements such passion for the brand. A brief subjective interpretation of the differences between the wine brands offers a match between Chernoff faces representation and historical data on the brands being compared.

Research limitations/implications

The paper has some limitations related to the dynamic nature of social media. This study provides more of a snapshot in time rather than an ultimate set of results. Future research could be done by closely monitoring the results for a set of brands over a period. A new option to overcome this by using longitudinal data is offered as a option in future research.

Originality/value

Since social media are multi‐dimensional and attempts to understand conversations it requires tracking different measures simultaneously. It is important to find the best way to portray and communicate this data so that wine marketing decision makers can quickly and easily compare changes in brand images. Using faces to accomplish this is an easy and novel way compared to more demanding multidimensional scaling techniques.

Details

International Journal of Wine Business Research, vol. 24 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 1 July 2014

Roberta Capitello, Lara Agnoli, Diego Begalli and Stefano Codurri

The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian…

Abstract

Purpose

The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image.

Design/methodology/approach

The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget.

Findings

The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a business's strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the impact on the business's strategic objectives.

Research limitations/implications

The applied research approach should be extended to other business typologies and wine-producing countries to allow the generalisation of results. In addition, the monitoring period should be extended to confirm the reliability of results.

Originality/value

The applied methodology can be adopted more broadly, and it underlines managerial implications that can be extended to the rest of the Italian wine industry, as well as to the parts of the wine sector that are dominated by the presence of SMEs.

Details

EuroMed Journal of Business, vol. 9 no. 2
Type: Research Article
ISSN: 1450-2194

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Article
Publication date: 12 August 2014

Jean-Eric Pelet and Benoît Lecat

The purpose of this study is to explore the potential of m-commerce (mobile commerce) combined with social media for the wine industry in order to reach distinctive…

Abstract

Purpose

The purpose of this study is to explore the potential of m-commerce (mobile commerce) combined with social media for the wine industry in order to reach distinctive customer segments Differences about access to information and shopping habits on the Internet seem to exist according to the cohorts users belong to.

Design/methodology/approach

Based on a study of 190 respondents, this paper describes the consumer behavior of the Y generation regarding several variables: level of Internet sophistication and orientation, brand loyalty, risk aversion, involvement, shopping behavior and perception of authenticity.

Findings

Results of the study show that m-commerce and e-commerce applications using social media platforms may prove greatly efficient in the foreseeable future for wine growers. Different ways of selling and disseminating information about their products are observed.

Research limitations/implications

The infancy of m-commerce implies a relative difficulty to gather data about m-consumption. Active users on m-commerce browse and purchase a few items on the mobile web and many brands still don’t have the proper interface of their website to fit with mobile screens. As a result, it is not easy to find users with similar interests on the mobile web based on product preferences, directly linked to their browsing and purchasing history.

Practical implications

Results of the confirmatory study show that m-commerce and e-commerce applications using social media platforms may in the foreseeable future, offer wine growers greater efficiency to expand their selling opportunities and reach a wider audience.

Social implications

This topic is promising since various data show that wine consumption is composed of 45% of occasional drinkers (once or twice a week); and between 25 and 34 years old, it is composed of 50% are occasional drinkers.

Originality/value

Y-Gens are occasional drinkers and therefore, to link those occasional drinkers with wine, it is important to use social media as a communication tool and maybe a distribution channel to better reach this potential target.

Details

International Journal of Wine Business Research, vol. 26 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 2 November 2012

Damien Wilson and Sarah Quinton

The purpose of this exploratory research paper is twofold. First, to identify how wine is being talked about within the Twitter environment and second to examine whether…

Abstract

Purpose

The purpose of this exploratory research paper is twofold. First, to identify how wine is being talked about within the Twitter environment and second to examine whether the constructs of soft and hard value can be demonstrated within the social media, Twitter content. The overall aim is to establish whether Twitter can create value for wine stakeholders.

Design/methodology/approach

A netnographic approach has been adopted through the collection of 1,500 English language tweets on the subject of wine which were analysed using Nvivo qualitative data analysis software against the constructs of value found in the literature.

Findings

The early findings suggest that Twitter can create soft value for wine focused businesses but that hard value is not yet strongly evident. Wine marketers need to be more aware of both the content of wine tweets and the profiles of those who tweet.

Practical implications

The use of social media within wine businesses is in its infancy. Wine focused businesses are currently not optimising value creation through Twitter. Whilst Twitter does exhibit value, wine marketers, wine brands and wine retailers are not engaging with consumers who are talking about wine via Twitter.

Originality/value

This paper has provided evidence that there is value within social media, specifically Twitter. The contribution of this paper lies in identifying not only the types of value that wine businesses could develop by embracing Twitter but also how the different profiles use Twitter differently.

Details

International Journal of Wine Business Research, vol. 24 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 21 August 2017

Rosana Fuentes Fernández, Frank Vriesekoop and Beatriz Urbano

The purpose of this paper is to gain insights of the use of social media (SM) in the wine industry. The theoretical viewpoint is to analyse wineries’ SM segmentation…

Abstract

Purpose

The purpose of this paper is to gain insights of the use of social media (SM) in the wine industry. The theoretical viewpoint is to analyse wineries’ SM segmentation, targeting and positioning (STP) to help the wine industry to improve the effectiveness of SM communication.

Design/methodology/approach

An observational study of Spanish wineries’ SM presence and traffic was carried out during a three-month period in 2013 and repeated in 2016. During this period, a questionnaire was distributed to 196 wineries. Logistic regression was used to model the dichotomous outcome variable of whether a winery “does” or “does not” utilise SM. Additionally, leader wineries were interviewed in April/May 2016 about SM STP.

Findings

The results show that most wineries are starting in SM without a well-defined strategy. The presence of a webpage is significantly related to the use of SM. SM wineries do not segment and can take advantage of digital targeting strategies.

Practical implications

Segmentation and targeting SM can improve the effectiveness of the winery SM activities as well as the winery competitiveness in the wine industry.

Originality/value

This paper is a first step in understanding the value of segmentation SM to reach millennial consumers and the importance of targeting to improve the effectiveness of winery on SM.

Details

International Journal of Wine Business Research, vol. 29 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 7 November 2008

Natalia Kolyesnikova, Tim H. Dodd and Dale F. Duhan

The current study is an initial attempt to segment the wine market in an emerging region and examine local residents’ attitudes towards local wines.

Abstract

Purpose

The current study is an initial attempt to segment the wine market in an emerging region and examine local residents’ attitudes towards local wines.

Design/methodology/approach

The study was conducted using data collected from US households through a telephone survey. Consumer attitudes towards local wines were operationalized through assessment of local wines; recommendation of local wines to others; and rating of quality of local wines. The K‐means clustering algorithm was applied to classify the respondents into clusters.

Findings

The developing wine market was segmented into four clusters: “local enthusiasts”, “local detractors”, “local advocates” and “local non‐advocates”. Socio‐demographic and wine consumption profiles for each segment are developed. Of particular interest was the difference in recommendation behavior between two of groups of consumers with similar relatively high‐quality ratings and assessments of the local wines. Despite the similarity in attitudes, local advocates are willing to recommend the regional wines to other people, whereas non‐advocates would not recommend them.

Practical implications

By better understanding how information is transferred from one person to the next will assist marketers in their efforts to establish new products or introduce new brands or regional wines.

Originality/value

The market segmentation approach taken in this study is based on local residents’ attitudes towards local wines. The study sets the starting point in investigating new markets consumer characteristics and reasons for their behavior. Of particular interest for future research is consumer recommendation behavior.

Details

International Journal of Wine Business Research, vol. 20 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 16 March 2015

Nathalie Spielmann

A recent stream of research has focused on typicality associations – those that bring origins and products together. Most of the research has focused on typical products…

Abstract

Purpose

A recent stream of research has focused on typicality associations – those that bring origins and products together. Most of the research has focused on typical products but atypical products have received very little attention, even though they are more and more present on the market. As it has yet to be reviewed, the relationship between intrinsic and extrinsic product cues and product evaluations is examined in this paper for typical and atypical origin products.

Design/methodology/approach

Wine was used as the stimulus, and consumer evaluations of typical and atypical wines were reviewed. Consumers were segmented based on their knowledge of the product category. French respondents (n = 370) participated in an online questionnaire regarding the product cues they found most important, depending on if the wine was from the New World or the Old World.

Findings

The results show that extrinsic cues are just as important as intrinsic cues in the evaluation of origin products, contrary to what prior research suggests. Furthermore, consumer knowledge moderates the evaluations of origin products; the results empirically confirms the theoretical country of origin – elaboration likelihood model (CoO-ELM) proposed by Bloemer et al. (2009) for atypical origin products, but show typical products are evaluated differently.

Originality/value

This is the first study that empirically tests the CoO-ELM and includes the added dimension of typicality. The results allow for a better understanding of consumer perceptions of origin products and their cues.

Details

International Journal of Wine Business Research, vol. 27 no. 1
Type: Research Article
ISSN: 1751-1062

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