The Influence of Social Networks on the Purchasing Behavior of Wine Consumers in Portugal

Abstract

The present study was developed to understand the consumer's perception of purchasing wine online, verify whether Social Networks are a good source of information about wine, identify the main sources of information that consumers use to search, and finally assess the importance of Social Networks for SMEs in the wine sector. As a methodological approach, we implemented qualitative and quantitative research, including an in-depth interview with a marketing professional from a company in the wine sector, providing valuable insights into how they manage their brands and the challenges faced by the company in the digital scenario. We also prepared an online questionnaire survey, which investigated the purchasing and consumption behavior of buyers and consumers of Portuguese wines. The conclusions of this study presented significant practical implications for companies in the wine sector in Portugal. Therefore, we also see that these companies will be able to add efficiency to their digital marketing strategies, promoting their products in a more targeted and engaging way. In a complementary way, by recognizing the crucial role of Social Networks, companies will be able to establish a stronger and more authentic digital presence, building solid relationships with consumers.