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Nowadays social media offer a great opportunity to wineries in order to better understand their customers’ needs, both potential and actual. Especially for winelovers, their collective imagination, expectations and lifestyle in terms of passion for wine can be continually supervised and used in brand strategies. By collecting these data on Instagram and analysing them through a netnographic research, the purpose of the present study is to validate the emerging ‘map of identity’ for winelovers as a basis of segmentation in the wine sector. In a second step, the accuracy of the profiles has been tested by distributing a questionnaire both to a specific community of winelovers and to a control group of self-defined winelovers active on Facebook. The findings underline that winelovers identities could be better arranged considering their knowledge and awareness in consumption, even though they clearly represent a basis for further in-depth researches, interested in exploring attitudes, values and motivations of winelovers and wine consumers on the web

The disruptive strength of digital technologies in healthcare has led to valuable changes in the search for information and the application of these technologies. The introduction of these technologies has altered, sometimes even inverting, the doctor–patient relationship. User‐generated content on social media and online communities represents a form of disruptive cooperation that has huge potential benefits for the future growth of society. Using netnographic analysis of smart patients and data from an online survey of Italian oncologists and health professionals, this paper shows the impact of user‐generated content on the pursuit of personal well‐being. The linkages between new forms of knowledge, business, and innovation are highlighted. Based on an analysis of the emerging concept of systems medicine, this paper focuses on the dimension of participation. A data‐driven approach is adopted, and the data, information, knowledge, and wisdom framework is used to explain how people employ user‐generated content in their pursuit of well‐being. Managerial perspectives and suggestions for future research developments are discussed.

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This article examines unconventional entrepreneurship (accidental or end‐user entrepreneurs) to determine whether the decision‐making phase of the entrepreneurial process is collective. The analysis identified a virtuous circle that links knowledge, innovation, judgment, and decision making to collective interactions built on passion, experience, and sharing. To study food bloggers as unconventional user entrepreneurs, data were collected and analyzed using netnographic analysis. A supplementary online survey of food bloggers and their followers was also performed. Three groups of food bloggers are identified: amusing, functional, and fervent. Only fervent food bloggers, thanks to the virtuous circle built on passion, experience, and sharing as enablers, can be considered accidental or end‐user entrepreneurs.