Using social media for consumer interaction: An international comparison of winery adoption and activity
With the rapid adoption of social media by consumers, it is increasingly important for retailers to investigate and consider their use and adoption of social media, and to know which activities are most effective. This can differ by product line and geographical location. Further, for complex produc...
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| Format: | Article |
| Language: | English |
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Firenze University Press
2018-12-01
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| Series: | Wine Economics and Policy |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2212977418300486 |
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| author | Gergely Szolnoki Rebecca Dolan Sharon Forbes Liz Thach Steve Goodman |
| author_facet | Gergely Szolnoki Rebecca Dolan Sharon Forbes Liz Thach Steve Goodman |
| author_sort | Gergely Szolnoki |
| collection | DOAJ |
| description | With the rapid adoption of social media by consumers, it is increasingly important for retailers to investigate and consider their use and adoption of social media, and to know which activities are most effective. This can differ by product line and geographical location. Further, for complex products such as wine, with specific consideration of higher price segments, consumers frequently search for more information before purchase. This study investigates the social media adoption and activities of 1173 wineries located in Germany, the USA, New Zealand and Australia. The results show that Facebook is the main platform that wineries use to engage with consumers, but that the actual reasons social media is used vary. Winery size and the number of hours spent working on social media also varies across respondents and countries. The findings suggest that wineries need to develop a clear purpose for using social media and then adapt to the needs of the consumers in their respective markets. Keywords: Social media, Wine, Consumer interaction, International comparison |
| format | Article |
| id | doaj-art-c6ee975d6a494e5f997eb8c7d46ef07e |
| institution | Kabale University |
| issn | 2212-9774 |
| language | English |
| publishDate | 2018-12-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-c6ee975d6a494e5f997eb8c7d46ef07e2025-08-20T03:39:10ZengFirenze University PressWine Economics and Policy2212-97742018-12-017210911910.1016/j.wep.2018.07.001Using social media for consumer interaction: An international comparison of winery adoption and activityGergely Szolnoki0Rebecca Dolan1Sharon Forbes2Liz Thach3Steve Goodman4Geisenheim University, Von-Lade-Str. 1, 65366 , Germany; Corresponding author.The University of Adelaide Business School, 10 Pulteney St, Adelaide, SA 5005, AustraliaLincoln University, Room C218, PO Box 85084, Lincoln 7647, Christchurch, New ZealandSonoma State University Wine Business Institute, 1801 E. Cotati Blvd, Rohnert Park, CA, USAThe University of Adelaide Business School, 10 Pulteney St, Adelaide, SA 5005, AustraliaWith the rapid adoption of social media by consumers, it is increasingly important for retailers to investigate and consider their use and adoption of social media, and to know which activities are most effective. This can differ by product line and geographical location. Further, for complex products such as wine, with specific consideration of higher price segments, consumers frequently search for more information before purchase. This study investigates the social media adoption and activities of 1173 wineries located in Germany, the USA, New Zealand and Australia. The results show that Facebook is the main platform that wineries use to engage with consumers, but that the actual reasons social media is used vary. Winery size and the number of hours spent working on social media also varies across respondents and countries. The findings suggest that wineries need to develop a clear purpose for using social media and then adapt to the needs of the consumers in their respective markets. Keywords: Social media, Wine, Consumer interaction, International comparisonhttp://www.sciencedirect.com/science/article/pii/S2212977418300486 |
| spellingShingle | Gergely Szolnoki Rebecca Dolan Sharon Forbes Liz Thach Steve Goodman Using social media for consumer interaction: An international comparison of winery adoption and activity Wine Economics and Policy |
| title | Using social media for consumer interaction: An international comparison of winery adoption and activity |
| title_full | Using social media for consumer interaction: An international comparison of winery adoption and activity |
| title_fullStr | Using social media for consumer interaction: An international comparison of winery adoption and activity |
| title_full_unstemmed | Using social media for consumer interaction: An international comparison of winery adoption and activity |
| title_short | Using social media for consumer interaction: An international comparison of winery adoption and activity |
| title_sort | using social media for consumer interaction an international comparison of winery adoption and activity |
| url | http://www.sciencedirect.com/science/article/pii/S2212977418300486 |
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