Successful Social Media and Ecommerce Strategies in the Wine Industry

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.

Autorentext
Gergely Szolnoki is Senior Research Associate at Geisenheim University, Germany, where he researches consumer behavior, market analysis, wine sensory, and social media. He has published several articles and books in German, English and Hungarian.

Liz Thach is Distinguished Professor of Wine and Professor of Management at Sonoma State University, USA. She also works as a wine judge and serves on several non-profit wine boards.

Dani Kolb is a manager at Kellen Global Association Management Company, where she is responsible for the communication activities of associations from various industries and professions. She has an MBA in Wine and Spirits from the Bordeaux Management School, France.

Zusammenfassung

This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.

Inhalt

List of Tables

List of Figures

1. Current Status of Global Wine Ecommerce and Social Media; Gergely Szolnoki, Liz Thach, and Dani Kolb

2. Wine on Facebook A look at Millennial's Wine Information Search; Lindsey M. Higgins, Marianne McGarry Wolf, and Mitchell J. Wolf

3. Online Communication Approaches and Social Networks in traditional Wine Regions: A Case Study from Italy; Roberta Capitello, Lara Agnoli, and Diego Begalli

4. Word of Mouth Impulses boost Wines of Germany A Case Study; Frank R. Schulz

5. The Use of Social Media in the Wine Event Industry: A Case Study of the High Country Harvest in Australia; Paul Strickland, Kim M. Williams, Jennifer Laing, and Warwick Frost

6. Crowdsourcing in Wine Business: Co-creation and fundraising Experiences; Angela Mariani, Azzurra Annunziata, Francesco Nacchia, and Antonella Vastola

7. Are Customers having E-conversations about your Wine? The Importance of online Discussion Forums as electronic Word of mouth for Wine Marketers; David L. Dean and Sharon L. Forbes

8. Wine Price Determination in online specialized Stores An empirical Study for Argentina; Rodrigo García Arancibia, Edith Depetris Guiguet, and Gustavo Rossini

9. Cross-cultural Comparison of Social Media Usage in the Wine Industry: Differences between the United States and Germany; Carsten Hoffmann, Gergely Szolnoki, and Liz Thach

Index