Social Media and Societal Marketing: A Path for a Better Wine?

Fiore, Mariantonietta; Vrontis, Demetris; Silvestri, Raffaele; Contò, Francesco

doi:10.1080/10496491.2016.1121755

Cited by 32 publications

(25 citation statements)

References 36 publications

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“…Very few studies have been conducted in Italy (Begalli et al, 2009) and are generally focused on specific geographical areas. In Apulia (Fiore et al, 2016), winery adoption of social media is deemed useful for product improvement through the sharing of consumer ideas and suggestions. In Sicily (Galati et al, 2017), wineries show a limited social media adoption, with smaller wineries being more engaged in social media than larger wineries.…”

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

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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: 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

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“…Moving from these considerations, this study aims to acquire new consumer insights in wine marketing emerging from online communities of passionate people. Recent studies demonstrate an increased confidence on the potential of social media by wineries and a great interest in wine communities especially for communication goals (Szolnoki, Thach, & Kolb, ), or to increase the knowledge of consumer expectations for product development (Fiore, Vrontis, Silvestri, & Contò, ). Other authors pay special attention to Facebook fans linked to engagement behavior (Dolan, ) or for customer turnover improvement.…”

mentioning

confidence: 99%

Exploring Consumer Insights in Wine Marketing: An Ethnographic Research on #Winelovers

Cuomo

Tortora

Festa

et al. 2016

Psychology and Marketing

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Nowadays social media offer a great opportunity to wineries in order to better understand their customers’ needs, both potential and actual. Especially for winelovers, their collective imagination, expectations and lifestyle in terms of passion for wine can be continually supervised and used in brand strategies. By collecting these data on Instagram and analysing them through a netnographic research, the purpose of the present study is to validate the emerging ‘map of identity’ for winelovers as a basis of segmentation in the wine sector. In a second step, the accuracy of the profiles has been tested by distributing a questionnaire both to a specific community of winelovers and to a control group of self-defined winelovers active on Facebook. The findings underline that winelovers identities could be better arranged considering their knowledge and awareness in consumption, even though they clearly represent a basis for further in-depth researches, interested in exploring attitudes, values and motivations of winelovers and wine consumers on the web

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“…However, there remain gaps in understanding the micro-foundations driving these observations, with leading researchers recommending an extension of cross-sectional datasets to include additional variables such as consumer tax rates and per-capita incomes [16]. As my historical study of one specific market has highlighted, the major demographic shift of women as large-scale independent consumers in the post-War era and the constant flux of changing drinking patterns in both on-trade and off-trade points of sale emanating from social trends and new multimedia platform opportunities [19,20,22], require further inquiry employing broader multi-disciplinary methodological approaches and data sources.…”

Section: Discussionmentioning

confidence: 99%

“…As a more recent phenomenon, social networks and wine clubs, with their opportunities for societal marketing strategies, are important platforms for increasing knowledge [19]. Information from the UK has shown that consumption behavior varies depending on the level of involvement with the category.…”

Section: Introductionmentioning

confidence: 99%

The Evolution of the UK Wine Market: From Niche to Mass-Market Appeal

Bower

2018

Beverages

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This article is an historic narrative account of the emergence of the mass-market wine category in the UK in the post-World War II era. The role of the former vertically-integrated brewing industry in the early stages of development is described from the perspective of both their distributional effects and their new product development initiatives. Significant in the narrative is the story of Babycham, the UK's answer to Champagne that was targeted to the new consumers of the 1950s; women. Then a specially-developed French wine, Le Piat D'Or, with its catchy advertising campaign, took the baton. These early brands were instrumental in extending the wine category, as beer continued its precipitous decline. That the UK is now one of the largest wine markets globally owes much to the success of these early brands and those that arrived later in the 1990s, with Australia displacing France as the source for mass-market appeal.Beverages 2018, 4, 87 2 of 12 industry that was controlled by the marketing and distribution platforms of the vertically-integrated UK brewers, and, as the domicile of the leading international spirits category, Scotch whisky, the UK is now one of the world's leading consumers of wine by both volume and value. Anchoring the article in the emerging literature encompassing resource partitioning theory, and adjoining recent wine research that has described the convergence in consumption patterns across the major developed economies, I seek to answer two inter-related questions: How did a market controlled by deeply-embedded brewing interests cede legitimacy to wine consumption, mindful that the UK was-and remains-a negligible wine producer. Given that resource partitioning theory implies an evolution from mass market to highly-differentiated (craft) boundary products, why does UK wine consumption display the apparent reverse. Theoretical BackgroundAs a function of history and an array of socio-economic and cultural norms, countries have been classified as wine, beer, or spirits consumer markets. The ability to cultivate the originating crops from which alcohol is derived, in addition to factors, such as taxation, have been important in underpinning the historic specificity of aggregate alcohol consumption. Recent detailed research investigating consumption patterns across the European Union, with its extensive mix of cultures, languages and agricultural traditions, shows that a process of convergence in drinking habits started some 50 years ago, predating the formation of the single market and other structural changes within the European Union [3]. Traditionally, consumer demand characteristics have been theorized largely from the perspective of industrial economics. The alcoholic beverages industry, and the beer industry specifically, has provided a rich empirical setting from which sophisticated consumer demand models have been proposed and tested, often with merger and antitrust policy [4-6], or more general macroeconomic and demographic policy [3,7], implications in mind. However, the micro-foun...

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Social Media and Societal Marketing: A Path for a Better Wine?

Cited by 32 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

Exploring Consumer Insights in Wine Marketing: An Ethnographic Research on #Winelovers

The Evolution of the UK Wine Market: From Niche to Mass-Market Appeal

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