The Importance of Social Media from the Wine Marketing Perspective

Tomažič, Tina

doi:10.4335/15.4.827-844(2017)

Cited by 8 publications

(5 citation statements)

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“…Previous studies have shown that online communities are scale-free and small-world (Tomazic, 2017 ; Garber and Goldenberg, 2018 ). Accordingly, to study the impact of different network structures on the diffusion of information, under the premise of controlling network size and network density, the network structure of the random network (ER), small-world network (WS), scale-free network (SA), and real online social network Facebook ( snap.stanford.com ) were selected.…”

Section: Methodsmentioning

confidence: 99%

“…(Jian, 2017 ; Schwartz, 2019 ); (2) the structure of the social network (Yamir Moreno, 2018 ; Schwartz, 2019 ); (3) the mechanism of individual information dissemination and the motivation of sharing behavior in the network (Schwartz, 2019 ); and (4) the strategy of seeding selection (namely the enterprise initially selects which consumer will spread brand information) (Belli and Reyes, 2021 ). The selection j of the seeding strategy is critical, as the enterprise can achieve better communication with a lower cost using a few seeding users strategically (Tomazic, 2017 ).…”

Section: Relevant Researchmentioning

confidence: 99%

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Effect of Seeding Strategy on the Efficiency of Brand Spreading in Complex Social Networks

Shu

Wang

et al. 2022

Front. Psychol.

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In social networks, consumers gather to form brand communities, and the community structure significantly impacts the dissemination of brand information. Which communication strategy is more conducive to information dissemination in different structured brand communities? Considering the above factors, we propose the word-of-mouth (WOM) agent model based on the traditional rumor model and bass model, in which the brand WOM spreading is affected by the user's psychological mechanisms, the network structure, and other factors. Through simulation experiments, the results showed the following: (1) the conclusion of the traditional bass model is no longer applicable to social marketing in brand information diffusion, that is, the effect of external marketing stimulation on information dissemination is limited. (2) The communication effect and the efficiency of information in different structures of the learning-community network are very different. (3) The strategy of hub nodes is not suitable for all types of networks, and the impact of different seeding strategies on the efficiency and effect of brand information dissemination was verified. Finally, the conclusion was verified again using the social network data on Facebook.

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Section: Methodsmentioning

confidence: 99%

Section: Relevant Researchmentioning

confidence: 99%

Effect of Seeding Strategy on the Efficiency of Brand Spreading in Complex Social Networks

Shu

Wang

et al. 2022

Front. Psychol.

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“…These are important insights for wine marketing that may bring important contributions towards increasing wine consumption around the world [66], where personal recommendations hold more and more relevance [67]. In these contexts, social media can contribute to a more effective understanding about the consumers' needs and preferences [68,69]. In any case, market understanding is crucial for any efficient marketing plan [70][71][72][73][74][75].…”

Section: Demand Indexmentioning

confidence: 99%

“…February 2020 [107] Millennial (26)(27)(28)(29)(30)(31)(32)(33)(34)(35)(36)(37)(38)(39)(40)(41)(42)(43), GenX (44)(45)(46)(47)(48)(49)(50)(51)(52)(53)(54)(55) and boomer (56)(57)(58)(59)(60)(61)(62)(63)(64)(65)(66)(67)(68)(69)(70)(71)(72)(73)(74) are the generations with higher frequency wine consumption.…”

Section: Months Opinionsmentioning

confidence: 99%

Contributions from Literature for Understanding Wine Marketing

Martinho

2021

Sustainability

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Marketing for wines is a determinant tool for several stakeholders within the wine sector, but there are not many studies concerning the topic “wine marketing” and even fewer that take a bibliometric approach. In turn, wine is a strategic agri-food product for the economy of several countries around the world, particularly in Mediterranean countries. Beyond the economic level, wine has an environmental, social, and cultural dimension. All these dimensions have implications in any plan for the wine sector and should be taken into account. In addition, these dimensions change around the world in accordance with different local factors. In this way, sometimes, it is not easy to design adjusted marketing plans for the wine sector, namely, in international markets. Taking the frameworks into account, the main objective of this study is to explore the scientific documents available on scientific platforms, namely, in the Web of Science, related to “wine marketing”. These studies (87 documents) were first explored through bibliometric software, such as the VOSviewer and the Atlas.ti, and then analyzed individually to capture the main insights shown by the scientific literature about wine marketing. To better organize the literature survey, with the information obtained from the bibliometric analysis, the following indexes were identified through factor analysis: “supply index”, “demand index”, “winery strategy index”, “tourism index”, “innovation index”, and “wine characteristics index”. The supply index highlights questions related to new technologies, climate change, logistics in international markets, institutions and regulations, being the main factors that influence wine producers. The demand index stresses the relevance, for consumers, of the relationship between the price and quality of a wine. On the other hand, younger consumers, in general, consume wine outdoors while socializing, giving importance to the label, often when the wine is recommended by someone. Older consumers give greater importance to the wine’s variety and to its region of origin. The winery strategy index shows the importance of questions relating to agri-chains, market differentiation, the history, and the brand. The tourism index brings together aspects associated with the complementarity between activities in the wine sector, wine routes, and contributions from culture and landscape. The innovation index highlights aspects related to the quality and the perceptions of the consumers. Finally, the wine characteristics index shows the little importance given by scientific literature relating to wine marketing and to attributes such as alcohol. A search on the Web of Science for the topic addressed here and “bibliometric” showed that there has been no research carried out with the approach taken here, showing the novelty of this study.

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“…With the development of the Internet, social networks have changed and, in particular, updated the marketing strategies. One of the industries in which both Web 2.0 and social media have a strong impact is the wine industry [30]. Web 2.0 allows users to interact and the level of involvement of social media is the benchmark for online strategies.…”

Section: Social Media and Wine: The Place To Tell Stories In The 20 mentioning

confidence: 99%

On the effects of storytelling on wine price

2019

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Thanks to the new developments of internet technology and social media, communication is giving consumer newfound awareness. Additionally, thanks to the technological development, the modern consumer is getting always more informed and interactive, both with other consumers and brands. He requires traditional products to be experience-based, with strong links to local culture and tradition. Storytelling based marketing is having strong impact on brand loyalty and emotional connections of consumers to wine. The study presents a review of the literature on food&wine storytelling and social media use, and draws hypotheses to the study of the wine marketing for the future.

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The Importance of Social Media from the Wine Marketing Perspective

Cited by 8 publications

References 0 publications

Effect of Seeding Strategy on the Efficiency of Brand Spreading in Complex Social Networks

Effect of Seeding Strategy on the Efficiency of Brand Spreading in Complex Social Networks

Contributions from Literature for Understanding Wine Marketing

On the effects of storytelling on wine price

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