The Use of Digital Social Networks and Engagement in Chilean Wine Industry

Abstract

Recently, companies and consumers of the wine industry have changed their manner of two-way communication, with the rise of technology that introduces social networks and urges the spread of content. In this study, we identified the use and importance of engagement in social networks such as Facebook (2008 to 2018), Instagram (2012 to 2018) and Twitter (2010 to 2018) since the creation of their official accounts for the main Chilean wineries. The methods used involve qualitative and quantitative approaches that integrate the opinion of a panel of experts to estimate a social media engagement indicator through a descriptive statistical analysis and network analysis, from data originated of 70,856 publications. The results show the upward evolution of engagement, calculated through the interactions seen from users of social networks of the wineries, with users of networks of these wineries leaning towards Facebook in the first place, then Instagram, and Twitter. The contribution of this research lies in the generation of empirical evidence that allows the wine industry in a developing country to enhance its competitive advantage through the correct use of its social networks, the management of its engagement, and the diffusion of new marketing strategies.

Analysis of Portugal´s Wine Certifying Entities' Social Networks as Communication Channels

“…It is also a consistent definition compared to the one presented by Kumar et al (2010) since it attributes direct contributions to customer purchases and indirect contributions to referrals provided by customers, social media interactions about the brand between customers, and feedback on the organizations or brands made by customers. This concept has been gaining value and currently develops through content and the participation of customers on social media platforms by brands or businesses (Egaña et al, 2021).…”

“…To build and grow virtual communities that enable people to learn more about the brand's content and engage with it, organizations have used social media networks as highly effective and powerful communication platforms (Ashley & Tuten, 2015;Egaña et al, 2021). Organizations may spread the word about new products, advertise new services, build relationships with customers, and eventually influence people's purchasing decisions by having an online presence, in this case, the purchasing decisions of wine consumers (Fiore et al, 2016;Sogari et al, 2017;Pucci et al, 2019).…”

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“…In this context of social media usage surge, customer engagement (CE) has been proposed as a concept that can help develop mutually beneficial relationships between consumers and brands. Customer engagement has been the focus of marketing campaigns developed by practitioners, and the research interest of many academic studies focused on theoretical perspectives [2,9,10,13] and practical insights, such as exploring engagement metrics of social networks in the Chilean wine industry [3] or developing actionable guidelines based on factors that influence CE [15].…”