2023
DOI: 10.1002/cb.2255
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Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

Jean‐Éric Pelet,
Basma Taieb,
Benoît Lecat
et al.

Abstract: This research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi‐actor constructed networks using social media (SM) platforms. It introduces the concepts of “social media consumer wine cooperator” as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we … Show more

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