Social media as a strategic marketing tool in the Sicilian wine industry: Evidence from Facebook

Galati, Antonino; Crescimanno, Maria; Tinervia, Salvatore; Fagnani, Francesco

doi:10.1016/j.wep.2017.03.003

Cited by 79 publications

(72 citation statements)

References 31 publications

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“…For the purpose of this study, companies' Facebook websites were used since Facebook is the market leader among the social media (Galati et al, 2017;Lindsey-Mullikin and Borin, 2017;Sharma et al, 2017) and previous studies in various business contexts employed Facebook as a research method (e.g., Galati et al, 2017;Kwok and Yu, 2013;Ozdora-Aksak, and Atakan-Duman, 2015;Sharma et al, 2017;Wang, and Kim, 2017). In particular, the primary data-collection method was based on observation of each activity (or updates) that took place on the profile or page on Facebook over a period of three months (October to Table 1 shows the sample profile (considering company size based on sales per year), with the related number of followers on the ad hoc page on Facebook.…”

Section: Methodsmentioning

confidence: 99%

Reshaping traditional marketing mix to include social media participation

Pantano

Priporas

Migliano

2019

EBR

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Purpose Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models. Design/methodology/approach A sample of 20 small and large Italian liquor producers was used, and their Facebook profiles were content analyzed. Findings The results provide evidence about the emerging shift from the use of social media for communication purposes through static advertising (characterized by pictures and slogans), to its use as an interactive channel that can influence consumers’ purchasing behaviour through multimedia tools (i.e. games and interactive applications able to solicit users’ interest), by emphasizing the extent to which a higher level of participation by a firm involves a higher level of consumer interaction. The findings also suggest that the firm’s participation should be considered as a new element of the traditional marketing mix model and as an additional tool for efficient market sizing and sensing. Originality/value The study offers findings on actual usage of Facebook as part of marketing mix strategies based on large and small enterprises operating in the food and beverage sector, where a dearth of studies is observed. The study enhances and advances the social media and marketing literatures.

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Section: Methodsmentioning

confidence: 99%

Reshaping traditional marketing mix to include social media participation

Pantano

Priporas

Migliano

2019

EBR

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“…Nonetheless, Facebook usage among SMEs varies (Galati, et al 2017), and there are challenges and problems to overcome (Mizrachi and Sellitto 2015). One such challenge refers to how to measure success (Mizrachi and Sellitto 2015).…”

Section: Smes' Facebook Marketingmentioning

confidence: 99%

Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources

Kraus

Gast

Schleich

et al. 2019

Journal of Macromarketing

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Despite the growing literature dealing with social media marketing (SMM) in small and medium-sized enterprises (SMEs), one area that has not been fully explored is the creation of the content itself. SMEs typically do not have the same resources available that larger companies possess. Therefore, they have to find alternative ways to compensate for this weakness. This study analyzes SMEs’ SMM content creation, specifically on Facebook. By first scanning existing literature for essential factors for content creation, a theoretical foundation for the empirical part is presented. A qualitative approach was applied through the use of semi-structured interviews with eight SMEs. The findings suggest that it is difficult for most SMEs to efficiently use available resources, but also that minimal resources are required to create engaging content. Moreover, SMEs are typically aware of the majority of elements that influence content creation, at least to a certain extent, and that they should have established processes and routines to overcome the burden of limited resources. The study concludes with directions for future research and practical recommendations.

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“…Social media channels of communication are the focus of much research in the area of marketing (e.g. , with published literature ranging from areas such as attempting to engage fans of football clubs (Vale & Fernandes, 2018) to strategic marketing of the Sicilian wine industry (Galati et al, 2017). Social media is considered to have a wider reach and greater impact than traditional media , something which will increase over time, particularly with decreasing sales of traditional media such as newspapers (Greenslade, 2009).…”

Section: Recommendation: Major Revisionmentioning

confidence: 99%

The UK private housebuilding sector: social media perspectives

Craig

Pilcher

MacKenzie

et al. 2020

IJHMA

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Purpose The UK private housebuilding sector is the key supplier of new-build homes for customers, constituting a fifth of the entire UK construction industry. Yet, despite the high average cost of houses, and official reports advocating improvement, the sector remains blighted by criticism and a negative image of its quality. However, social media now offers customers new sources of advice and information. In this context, the purpose of this paper is to analyse social media forum posts from new-build homebuyers to reveal perceptions of the industry and illustrate the value of such data for others. Design/methodology/approach This paper presents and thematically analyses 147 comment posts from nine online Facebook forums under the themes of safety; standards; quality; workmanship; customer service; finance and money; advice; National House Building Council; ombudsman; and page closures. Findings Customers express frustration, anger, feelings of neglect and of an abdication of responsibility by the sector. Fundamentally, change is suggested at a systemic level, and it is urged this occurs through powerful and independent bodies. Originality/value To date, social media data has not been analysed in the context of the housebuilding sector. Yet, such data is key not only for its open and wide-reaching nature but also because it can be incorporated into government reports. It is hoped such data will be used by the new home ombudsman the UK Government hopes to establish in 2020 and help rectify many of the performance issues experienced and protect homebuyers.

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Social media as a strategic marketing tool in the Sicilian wine industry: Evidence from Facebook

Cited by 79 publications

References 31 publications

Reshaping traditional marketing mix to include social media participation

Reshaping traditional marketing mix to include social media participation

Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources

The UK private housebuilding sector: social media perspectives

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