A vast number of studies are being published about social media in the wine business, but less is known about their usage comparing different wine producing countries. Therefore, a cross-cultural study was conducted, in which we investigated the use of social media tools by wineries in European and in overseas countries like Germany, Austria, Italy, France, Hungary, UK as well as USA, Australia, New Zealand, Canada and South Africa. The questionnaire was developed and tested first in Germany. In order to use the question catalogue for this cross-cultural study, it was translated into the official language of the certain country. Using different online survey software, the link of the questionnaire was sent via email and was distributed on social media pages. The response rate varies between 25 up to 427 wineries which participated in the study. This study demonstrates that social media has been accepted and is already widely used as a communication tool in the wine business. A high level of acceptance of social media tools could be observed in each participating countries. Facebook is the most important among the available social media tools; however video- and photo-sharing systems are developing rapidly. There is a significant difference between European and overseas countries. Wineries of the latter utilize more frequently social media than those from Europe. Social media has been developing very rapidly. Facebook is still the number one, even in the wine industry, but new and innovative platforms occur day by day. Winery owners should be aware of the effectiveness of this modern communication tool, however at the same time they have to define a communication strategy, in which social media is integrated too.

A cross-cultural comparison of social media usage in the wine business / Szolnoki G.; Taits D.; Hoffmann C.; Ludwig R.; Thach L.; Dolan R.; Goodman S.; Habel C.; Forbes S.; Marinelli N.; Wilson D.; Mantonakis A.; Zawada P.; Szabo Z.; Csak I.; Ritchie C.; Birch S.; Thompson S.. - (2014), pp. 1-15. (Intervento presentato al convegno Academy of Wine Business Research 8th International Conference tenutosi a Geisenheim,Germany nel 28-30 giugno 2014).

A cross-cultural comparison of social media usage in the wine business

MARINELLI, NICOLA;
2014

Abstract

A vast number of studies are being published about social media in the wine business, but less is known about their usage comparing different wine producing countries. Therefore, a cross-cultural study was conducted, in which we investigated the use of social media tools by wineries in European and in overseas countries like Germany, Austria, Italy, France, Hungary, UK as well as USA, Australia, New Zealand, Canada and South Africa. The questionnaire was developed and tested first in Germany. In order to use the question catalogue for this cross-cultural study, it was translated into the official language of the certain country. Using different online survey software, the link of the questionnaire was sent via email and was distributed on social media pages. The response rate varies between 25 up to 427 wineries which participated in the study. This study demonstrates that social media has been accepted and is already widely used as a communication tool in the wine business. A high level of acceptance of social media tools could be observed in each participating countries. Facebook is the most important among the available social media tools; however video- and photo-sharing systems are developing rapidly. There is a significant difference between European and overseas countries. Wineries of the latter utilize more frequently social media than those from Europe. Social media has been developing very rapidly. Facebook is still the number one, even in the wine industry, but new and innovative platforms occur day by day. Winery owners should be aware of the effectiveness of this modern communication tool, however at the same time they have to define a communication strategy, in which social media is integrated too.
2014
Academy of Wine Business Research 8th International Conference
Academy of Wine Business Research 8th International Conference
Geisenheim,Germany
28-30 giugno 2014
Szolnoki G.; Taits D.; Hoffmann C.; Ludwig R.; Thach L.; Dolan R.; Goodman S.; Habel C.; Forbes S.; Marinelli N.; Wilson D.; Mantonakis A.; Zawada P.;...espandi
File in questo prodotto:
File Dimensione Formato  
P033_Szolnoki_et al.pdf

Accesso chiuso

Tipologia: Versione finale referata (Postprint, Accepted manuscript)
Licenza: Tutti i diritti riservati
Dimensione 193.88 kB
Formato Adobe PDF
193.88 kB Adobe PDF   Richiedi una copia

I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/961026
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact