Using social media for consumer interaction: An international comparison of winery adoption and activity

Szolnoki, Gergely; Dolan, Rebecca; Forbes, Sharon L.; Thach, Liz; Goodman, Steve

doi:10.1016/j.wep.2018.07.001

Cited by 51 publications

(39 citation statements)

References 36 publications

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“…Given that the present study relies on single country (Italy) data, future research could benefit by enlarging the scope of the analysis investigating the phenomenon in other geographical contexts. In fact, very recent research has shown that there is variety in social media use and adoption in Old World and New World countries (Szolnoki et al, 2018). With specific reference to the investigated variables, it could be interesting to ascertain whether the positive relationship found in the present study among wine knowledge, social media usage and online wine buying propensity holds true also in other cultural and social contexts.…”

Section: Limitations and Future Researchmentioning

confidence: 73%

“…A recent international comparative analysis between Australia and New Zealand (Forbes et al, 2015) claims that the level of social media adoption by wineries is around 65 percent across both countries, with Facebook and Twitter being the most adopted social networks. In addition, Szolnoki et al (2018) point out that social media adoption differs between Old World and New World countries, although Facebook remains the most commonly used platform.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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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

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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.

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Section: Limitations and Future Researchmentioning

confidence: 73%

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

show abstract

“…This is particularly problematic in the consumer product sector, because consumers communicate about brands online, regardless of whether those brands respond or not. A lack of response in public social media can harm companies (Szolnoki et al, 2018). Social media have consequently led to a shift in power to consumers, as they move from passive receivers of marketing strategies to active participants in the brand message (Mangold and Faulds, 2009).…”

Section: Consumer Behavior In the Wine Industry And Its Consequences mentioning

confidence: 99%

Assessing Consumer Behavior in the Wine Industry and Its Consequences for Wineries: A Case Study of a Spanish Company

Muñoz

Fernández²,

Martín³

2019

Front. Psychol.

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The widening gap between production and domestic consumption has led Spain to become the country with the largest volume of wine exports, of which it has a global market share of 20.5%. Wineries in Spain have, in recent years, undergone important transformation and modernization processes, while their customers have simultaneously acquired more power than ever before owing to both the availability of information and the technological means required to access that information. The objectives of this paper are the following. We first wish to analyze current wine consumer behavior in an attempt to discover indicators associated with exploratory behavior, i.e., the willingness to try new and innovative products for the first time. We also attempt to understand the extent of wine consumers’ demands in this new digital and technological world. The second goal is to analyze the changes that have taken place in the wine industry, which have come about as a result of the evolution of consumers’ expectations and demands. The customer accordingly now plays a new role in this new quick change scenario, which involves aspects such as the intensive use of technology, advances in communication, digital transformation, etc. We consider that this could affect some aspects of business and have, therefore, chosen to analyze one of the most advanced Spanish wineries in order to examine its entrepreneurial orientation, strategy and level of technological and digital transformation when linked to adaptation to this new consumer behavior. The results and conclusions obtained will allow us to apply our findings in future research, during which we intend to expand our studies to wineries from other regions and countries.

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“…Social media is becoming a business tool, being actively implemented in the business models of firms, which is due to the involvement of consumers in active participation in value creation, interaction and promotion (Szolnoki et al, 2018). We can talk about the economic stage of the development of social media.…”

Section: The Economic Stage In the Development Of Social Mediamentioning

confidence: 99%

Stage Of Development Of Social Media

Комарова¹

2021

European Proceedings of Social and Behavioural Sciences

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Using social media for consumer interaction: An international comparison of winery adoption and activity

Cited by 51 publications

References 36 publications

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

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

Assessing Consumer Behavior in the Wine Industry and Its Consequences for Wineries: A Case Study of a Spanish Company

Stage Of Development Of Social Media

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