Exploring Consumer Insights in Wine Marketing: An Ethnographic Research on #Winelovers

Cuomo, Maria Teresa; Tortora, Debora; Festa, Giuseppe; Giordano, Alex; Metallo, Gerardino

doi:10.1002/mar.20942

Cited by 38 publications

(29 citation statements)

References 39 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Charters and Ali-Knight (2002), pointed out a lack of research in the nature of wine tourists and their motivations as well as their segmentation. Recent authors also corroborate the fact that segmentation studies in the wine market yet have not reached maturity (Bruwer et al, 2017;Cuomo et al, 2016;Getz & Brown, 2006;Johnson et al, 2017;Lockshin & Corsi, 2012).…”

Section: Introductionsupporting

confidence: 59%

Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement

et al. 2020

View full text Add to dashboard Cite

This paper segments a sample of 918 Porto wine cellars visitors based on their wine product involvement. A segmentation methodology was applied to the wine product involvement of wine tourists. Three clusters were identified with high, medium and low wine product involvement levels. The relevant theoretical contribution of this study was to provide new evidence of segmentation based on product involvement studies in the wine tourism market field in an area were empirical studies still remain scarce. The findings offer managerial implications regarding the wine tourists' identification and how to better adapt the visits. This is also the first study demonstrating wine tourist profiling and segmentation specifically applied to involvement with the Porto wine product.

show abstract

Section: Introductionsupporting

confidence: 59%

Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement

et al. 2020

View full text Add to dashboard Cite

show abstract

“…Social media are claimed to open up opportunities for Italian wineries, which can be enhanced for company and wine branding strategies, i.e. using variables collected through social media as an innovative basis for market segmentation (Cuomo et al, 2016), exploiting downloadable applications, such as mobile commerce (Pelet and Lecat, 2014) and/or using other software to collect further relevant information on the market (Scorrano et al, 2015).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge

Pucci

Casprini

Nosi

et al. 2019

BFJ

View full text Add to dashboard Cite

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.

show abstract

“…Many organizations set up brand or company pages (also called brand communities or fan pages) on micro-blogging platform to connect with their consumers and get closer to them through continued interactions (Hutter et al, 2013). The micro-blogging platform is one of the highest outstanding digital tools to create consumer awareness and experience (Cuomo et al, 2016;2017;Edison Research, 2012;Lipizzi et al, 2016;Parganas et al, 2015;SynForce, 2013). Consumers with a high level of continued interaction on the platform receive more marketing information regarding the brand which creates more profound satisfaction, loyalty, and identification towards the brand (Trainor, 2012).…”

Section: Introductionmentioning

confidence: 99%

Continuance interaction intention in retailing

Foroudi

Cuomo

Foroudi

2019

ITP

Self Cite

View full text Add to dashboard Cite

Purpose Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The purpose of this paper is to scrutinize how customer values (functional, social and experimental) enhance satisfaction, loyalty and identification, and how such relationships, in turn, impact users’ continuance interaction intention. Design/methodology/approach A mixed-method approach was designed to identify the consumers’ perception toward high-end retailers of worldwide brands. In all, 12 interviews with experts in retailing and a survey among 390 respondents were conducted. Structural equation modeling/AMOS was employed to gain insight into the various relationships and influences. Findings To augment users’ continuance interaction intention, the results indicate that retail managers should focus more on customer-based values when they design marketing strategies for brand pages on social media. The findings also provide guidelines for retail marketing and social media managers to generate consumer value in the retail environment via information quality, product-related learning and economic benefits (functional value); interaction, collaboration and social presence (social value); and experiential value (intellectual and effective value). Originality/value The paper offers critical managerial contributions by presenting a comprehensive picture of the condition in which a favorable brand social media page could be constructed within a brand to satisfy consumer value and achieve satisfaction, loyalty, identification and continuance interaction intention, all of which are critical objectives for every company. In other words, a clear knowledge of the dimensions of consumer value concepts can assist retail communication managers to improve consumers’/visitors’/shoppers’ intention to continue their interaction in a competitive market. The current study is one of the very few emerging research studies to have examined the relationships between consumers’/visitors’/shoppers’ functional values, social values and experimental values empirically, and to have further explored the relationships between the research constructs.

show abstract

Exploring Consumer Insights in Wine Marketing: An Ethnographic Research on #Winelovers

Cited by 38 publications

References 39 publications

Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement

Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement

Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge

Continuance interaction intention in retailing

Contact Info

Product

Resources

About