Wine on Facebook: A Look at Millennials’ Wine Information Search

Higgins, Lindsey M.; Wolf, Marianne McGarry; Wolf, Mitchell J.

doi:10.1057/9781137602985_2

Cited by 10 publications

(9 citation statements)

References 10 publications

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“…These findings are consistent with other empirical evidence in different socio-economic and geographical contexts. As observed by Franco et al (2016) in Portugal, Hassan et al (2015) in Malaysia and Odoom et al (2017) in Ghana, SM provides powerful tools for sharing information and interacting with consumers, but also for generating and increasing brand awareness and trust through online comments, posts and other types of engagement (Higgins et al , 2016; Wallace et al , 2014). In addition, Bughin et al (2011) found that the cost reduction (both communication and marketing costs and transaction costs) is one of the most important drivers in several industries.…”

Section: Discussionmentioning

confidence: 99%

“…Quinton and Wilson (2016) found that SM adoption contributes to enhancing business performance through collaborative problem solving of technical or specific issues, the creation of ideas that reinforce the credibility of the business in the marketplace and the establishment of new business contracts, which increase revenue generation and profit. Furthermore, the opportunity to interact with customers contributes positively both to brand image and, as asserted by Higgins et al (2016), to winery revenues. Thach et al (2016) affirmed that SM efforts affect wine sales, with an estimated contribution of 30 per cent or more attributable to the adoption of these marketing tools and that wineries reporting higher wine sales are those in which most of the SM efforts are managed by the owner.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

“…When compared to non-virtual media or traditional marketing channels, SM tools represent an inexpensive promotional option at a relatively low cost (Broekemier et al , 2015; Dehghani and Tumer, 2015). Some authors (Franco et al , 2016; Higgins et al , 2016; Odoom et al , 2017; Wallace et al , 2014) highlight the opportunity offered by SM and SNs to share information, that is, through online comments, posts and other types of activities, which allow the firm to generate brand awareness and trust, as information exchange about products, services and companies enables consumers to ascertain the credibility of the company (Hassan et al , 2015). This aspect is especially true for products such as wine, in which the interaction between wine producers and consumers, or among consumers themselves, plays a crucial role in the orientation of consumer behaviour and, consequently, in the sales process.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

See 2 more Smart Citations

Drivers affecting the adoption and effectiveness of social media investments

Galati

Tinervia

Tulone

et al. 2019

IJWBR

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Purpose The purpose of this paper is twofold: first, to identify distinct organisational models in a sample of firms operating in the wine industry; and second, to identify the main internal resources that characterise those firms most motivated towards the adoption of social media (SM) tools and those that perceive SM investment as more effective. Design/methodology/approach The empirical investigation was carried out by administering an online questionnaire to a sample of 82 Sicilian wineries. The principal component analysis was used to identify latent factors that drive managers to invest in SM technologies and to measure the impact perceived by managers. Subsequently, a cluster analysis was performed to identify similar organisational models. Findings The findings show that large wineries with a high number of employees possessing knowledge and skills in regard to SM tools and social network (SN) management are highly motivated towards the adoption of SM and perceive their SM investment as more effective. Research limitations/implications The main limitation of the paper lies in the limited sample size, which does not allow the results to be generalised. Practical implications The findings provide support for managers, who could use these results to better focus their investment on infrastructure that facilitates the development of specific skills needed to manage SM tools and SNs, as well as customer relations. Originality/value To date, very few empirical studies have focussed on providing evidence on the role and impact of SM integration into the marketing communication plan of a strategic industry, such as the wine industry.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Section: Literature Review and Hypothesesmentioning

confidence: 99%

See 1 more Smart Citation

Drivers affecting the adoption and effectiveness of social media investments

Galati

Tinervia

Tulone

et al. 2019

IJWBR

View full text Add to dashboard Cite

show abstract

“…In their study, Wilson and Quinton [63] provide the first insight about the role of social media in the wine sector, specifically using Twitter to create value for wineries and retailers based on different target users. Higgins et al [64], on the other hand, focused on the use of Facebook as a source of information on wine.…”

Section: The Moderating Variable: Social Media Utilizationmentioning

confidence: 99%

Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine

et al. 2017

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Abstract:In the coming years, social media technology will have a crucial role in environmental involvement and in encouraging sustainable behaviors in the wine industry. Sustainable development is becoming a crucial topic for many consumers. Also, in the wine industry much research has been carried out to decrease the environmental impact, with a particular focus on renewable energy use, greenhouse gas emissions, pesticides reduction, water and waste management, biodiversity, soil and landscape preservation. In recent years, social media technologies have gained increased attention for their potential to amplify environmental concerns and encourage sustainable behaviors among people. This study aims to study the role of social media in the consumer purchasing behavior for wine between the millennial and non-millennial generations. A total sample of 2597 Italian wine consumer responses were collected and a structured questionnaire was used to test our hypothesis. The main results show that the greater the import the consumer places on the product/process dimension of environmental sustainability, the higher the self-selection in market segments. This is true for both millennials and non-millennials. The results show the power of social media to increase sustainability awareness and consecutively influence the consumer's buying behavior for wine (higher price segment). From a marketing perspective, companies should improve their capacity to share and communicate their environmental activities through social media.

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“…Wine consumers are frequent users of social media platforms, such as Facebook (Breslin, 2013;Bouquet, 2012). Higgins et al (2016) showed that 30% of millennials in the USA use Facebook as a source of information on wine. These millennials were more likely to drink wine on social occasions, buy more wine and spend more on wine each month.…”

Section: Literature Reviewmentioning

confidence: 99%

The Importance of Digital Marketing for Wineries and Development of Wine Tourism: Case Study of Serbia

Pivac¹,

Maksimović²,

Blešić³

et al. 2020

International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era

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The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.

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Wine on Facebook: A Look at Millennials’ Wine Information Search

Cited by 10 publications

References 10 publications

Drivers affecting the adoption and effectiveness of social media investments

Drivers affecting the adoption and effectiveness of social media investments

Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine

The Importance of Digital Marketing for Wineries and Development of Wine Tourism: Case Study of Serbia

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