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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Wine tourism literature still falls behind other streams of research in its ability to assess phenomena associated with the implementation of digital practices to address strategic challenges. Moreover, studies on social media in tourism and hospitality prioritize the relationship between tourists’ behavioural aspects and technology. Relationships, experiences and timely responses on the digital environment are particularly important, taken the ‘new normal’ which COVID-19 necessitates. Within this framework, the present case study explores the role of social media (Facebook in specific) in the effort of Cretan wineries to respond to new encounters, as well as the importance, if any, of collaborative practices for developing online strategies of individual businesses. Findings help us identify (a) the role of the winescape studies in exploring the digital environment and (b) the main communication priorities of wineries as expressed through social media during the pandemic crisis.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

This exploratory study aims to examine how wine stakeholders' are adopting innovative advancements in smart industry 4.0 application technology (SI4.0AT) coupled with electronic word-of-mouth (e-WOM) techniques to increase winery visitation and wine sales, prior to and during a global pandemic in the Yarra Valley in Victoria, Australia.

A qualitative interpretivist geographical bounded case study approach was used to collect data from fifteen Victorian wine stakeholder's prior to and during the global pandemic COVID-19. A thematic analysis was applied to interpret participant responses and how they viewed, reacted to and harnessed S14.0AT and e-WOM to continue and increase wine sales.

The findings suggest few wine stakeholders' were actively implementing SI4.0AT prior to the global pandemic, COVID -19. With the forced closure of wineries to visitors across Australia, most small to medium-sized wineries immediately changed their business models to concentrate on domestic e-commerce wine sales and home delivery. To support these new business models, e-WOM techniques were quickly adopted or increased whereas other S14.0AT technologies were not, due to financial restraints.

The number of participants used in this study is a limitation, however, this can be overcome by replicating this study in other wine regions. This research focused on the wine stakeholders' viewpoint only and may not be easily generalised. Future studies may examine the “what” aspect of SI4.0AT is being used and e-WOM content such as investigating what consumers are saying about these wineries, the method of communication and the motivations for consumers to engage with a winery.

The implications for the wine industry and overall results offer insight into the wine stakeholders' perceptions of SI4.0AT and e-WOM and consequent marketing strategy of wineries in the Yarra Valley, Victoria, both pre- and during forced face-to-face winery closures due to a global pandemic. Wineries need to continue to harness and leverage the benefits of e-WOM wine marketing in their marketing strategies and continue to explore the affordability of 4.0 app technology and Tourism 4.0 options.

This study is the first attempt at investigating how wine stakeholders' view; react to and harness SI4.0AT and e-WOM through formalised online marketing strategies which should continue to be investigated in the future.

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.

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.

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.

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.

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.

Exploring the determinants of a winery brand reputation (BR) and how those determinants interact is vital for the sustainable development of wineries as well as the growth of the wine industry as a whole. This study aims to test an integrated model to better understand the observed measurement constructs of winery brand reputation, including collective reputation (CR), wine label (WL), expert opinion (EO), social media advertising (SMA) and consumer wine knowledge (CWK).

In-depth interviews, an expert panel review and a pilot study were conducted to examine and improve the observed variables. A questionnaire survey was conducted as the main data source for the study. A total of 616 valid questionnaire responses were collected from 102 cities in mainland China and Hong Kong, Macao and Taiwan from December 2021 to April 2022. Structural equation modeling was conducted for the data analysis.

This study supported 9 of the 18 proposed theoretical hypotheses. WL, EO and SMA had positive effects on BR. CWK was found to have a moderating effect on the relationship between expert opinions/social media advertising and brand reputation.

The results of this study can guide wine practitioners, researchers and administrators in brand development, label regulation and consumer education.

To the best of the authors’ knowledge, this is the first attempt to examine the determinants of winery brand reputation among Chinese wine consumers. This study explains the mechanism of winery brand reputation, demonstrating the dynamics and effects of the observed measurement constructs on brand reputation.