No abstract

Purpose Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the distinct effects of informational, entertaining, remunerative and relational content on the passive and active engagement behavior of social media users. Design/methodology/approach Facebook Insights and NCapture are used to extract data from the Facebook pages of 12 wine brands over a 12-month period. A multivariate linear regression analysis investigates the effects of content on consuming, contributing and creating engagement behavior. Findings Results reveal distinct effects of rational and emotional appeals on social media engagement behavior. Rational appeals in social media have a superior effect in terms of facilitating active and passive engagement among social media users, whereas emotional appeals facilitate passive rather than highly active engagement behavior, despite the social and interactive nature of the digital media landscape. Research limitations/implications Results contribute directly to understanding engagement and customer experience with social media. Further theoretical and empirical examination in this area will aid in understanding the dynamic nature of the levels of engagement within social media. Practical implications Findings provide managers and practitioners with guidelines and opportunities for strategic development of social media content to enhance engagement among consumers in a social media forum. Originality/value This study is one of the first to empirically examine the construct of social media engagement behavior. It extends the utility of dual processing theory to demonstrate how rational and emotional message appeals result in online engagement.

"We propose to change the default P-value threshold forstatistical significance for claims of new discoveries from 0.05 to 0.005."

Purpose -The purpose of this paper is to present the results from a 12 country study mapping the influencers on the choice of wine for purchase in the retail store environment. It demonstrates the usefulness of the best-worst choice method in multi-country research to map similarities and differences across market borders. Design/methodology/approach -Using a choice set of 13 attributes (influencers) that was developed from the literature and pilot studies, the B-W choice method was used to conduct choice experiments related to what influenced consumer choice for the last bottle of wine they purchased in a retail store (in the context of ''to have for dinner with friends''). Findings -The key influencers of previous trial and recommendation were highly important across most markets, with the exceptions in some markets of influencers such as ''brand'' (China and Brazil), ''food matching'' (France and Italy), ''origin'' (France) and ''grape variety'' (Austria).Research limitations/implications -The research analysis needs to be extended to conduct market segmentation comparisons of markets with whole of sample similar results to ascertain to what extent the market sub-segments are similar or different in order to examine if there are any truly ''global'' market segments or how individual segments differ across borders, cultures, New World:Old World divide and other regional influence factors. Originality/value -This paper presents choice influencer results for a twelve country study. It demonstrates the ability of the method to be used in multi-country research and its usefulness in identifying similarities and differences in consumer choice across different cultures and markets.

This work focuses on measuring the importance of the attributes which influence the wine choice of Italian consumers when they buy wine either in a retail or on-premise setting. Our goal is try to identify significant behavioural differences across geo-demographic subgroups of the sample, in order to give marketers an instrument to develop more efficient marketing strategies. We applied the BW method together with an ordinal logistic regression to compare subgroups. The main advantages of this methodology are (a) a higher discriminating power for the measure of the degree of importance given by respondents to attributes, (b) the avoidance of rating bias problems, and (c) the use of ordinal logistic regression to compare potential market segments. A general analysis of BW scores shows that direct, personal and sensorial experiences are the most importance attributes when choosing wine. The ordinal logistic regression model showed only a few differences among sociodemographic segments in the sample. However, some important differences were found. In particular the analysis showed that while choosing wine in retail stores the level of involvement respondents have toward wine, the frequency of consumption and the geographical province of the respondents showed the greatest differences in attribute importance. Respondents in the on-premise sector were more similar across the sociodemographic groups compared to the retail respondents, with differences in the age of interviewees having the greatest compared to other variables.