Successful Social Media and Ecommerce Strategies in the Wine Industry [electronic resource] /
Sznolnoki, Gergely.author.
Thach, Liz.author.
Kolb, Dani.author.
Social media and ecommerce has an enormous impact in today's wine industry, particularly among the Internet-savvy millennial generation. This book analyzes new communication platforms used in digital wine marketing, allowing students and researchers to understand how both producers and consumers deal with these modern communication and selling platforms. Providing in-depth examples from around the world, the contributing authors explore how wineries use Facebook and other social media platforms to interact with consumers, crowdsourcing techniques to build a new wine business, cross-cultural analysis, and other tactics that give insight into the world of digital wine marketing.
Description based upon print version of record.
Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of Figures; List of Tables; Notes on Contributors; 1 Current Status of Global Wine Ecommerce and Social Media; 2 Wine on Facebook: A Look at Millennials' Wine Information Search; 3 Online Communication Approaches and Social Networks in Traditional Wine Regions: A Case Study from Italy; 4 Word of Mouth Impulses Boost Wines of Germany: A Case Study; 5 The Use of Social Media in the Wine Event Industry: A Case Study of the High Country Harvest in Australia
6 Crowdsourcing in Wine Business: Co-Creation and Fundraising Experiences7 Are Customers Having E-Conversations about Your Wine? The Importance of Online Discussion Forums as Electronic Word of Mouth for Wine Marketers; 8 Wine Price Determination in Online Specialized Stores: An Empirical Study for Argentina; 9 Cross-Cultural Comparison of Social Media Usage in the Wine Industry: Differences between the United States and Germany; Index
Includes bibliographical references and index.
Social media and ecommerce has an enormous impact in today's wine industry, particularly among the Internet-savvy millennial generation. This book analyzes new communication platforms used in digital wine marketing, allowing students and researchers to understand how both producers and consumers deal with these modern communication and selling platforms. Providing in-depth examples from around the world, the contributing authors explore how wineries use Facebook and other social media platforms to interact with consumers, crowdsourcing techniques to build a new wine business, cross-cultural analysis, and other tactics that give insight into the world of digital wine marketing.
Marketing.
E-business.
Electronic commerce.
E-commerce.
Public relations.
Social media.
Internet marketing.
Marketing.
e-Business/e-Commerce.
Corporate Communication/Public Relations.
Social Media.
Online Marketing/Social Media.