The Importance of Social Media from the Wine Marketing Perspective
Mass media have never in their history had such a strong impact as they have right now, mainly due to the emergence of new technologies, which have become an important part of the marketing strategies of the wine industry around the world. This paper explores the impact of the information and communication society in social media in the light of the local governments of various countries input in the field of the wine industry. We find that social media allow users to use them free of charge, while paid advertising is an additional cost. The results can also be measurable, which allows the companies full control over the effectiveness of their marketing strategies, but the successful wine companies must use and exploit the social media as important marketing channels.
Atkin, T. & Thach, L. (2012) Millennial wine consumers: Risk perception and information search, Wine Economics and Policy, 1(1), pp. 54–62.
Bertot, J. C., Jaeger, P. T., & Grimes, J. M. (2011) Promoting transparency and accountability through ICTs, social media, and collaborative e-government, Transforming Government: People, Process and Policy, 6 (1), pp. 78-91, doi: 10.1108/09593840510615879.
Belanche Gracia, D. & Casaló Ariño, L. V. (2015) Rebuilding public trust in government administrations through e-government actions, Revista Española de Investigación de Marketing ESIC, 19, pp. 1-11.
Brezovnik, B., Oplotnik, Ž. J., & Vojinovič, B. (2015) (De) centralization of public procurement at the local level in the EU, Transylvanian Review of Administrative Sciences, (II)46, pp. 37-52.
Brezovnik, B., Finžgar, M., & Oplotnik, Ž. J. (2016) Fiscal decentralisation in Slovenia (Maribor: Institute for Local Self-Government and Public Procurement).
Chester, J., & Montgomery, K. (2007) Interactive food and beverage marketing: Targeting children and youth in the digital age (Berkeley, CA: Berkeley Media Studies Group).
Dean, D. L. & Forbes, S. L. (2016) Are Customers Having E-Conversations about Your Wine? The Importance of Online Discussion Forums as Electronic Word of Mouth for Wine Marketers, In: Szolnoki, G. (ed.) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.115-132.
Dolan, R., Goodman, S. & Habel, C. (2014) Facing up to running your Facebook. Is it a place to make friends or a place to sell wine?, Australian and New Zealand Grapegrower and Winemaker, 608, pp. 13-15.
Fiore, M., Vrontis, D., Silvestri, R. & Contò, F. (2016) Social Media and Societal Marketing: A Path for a Better Wine?, Journal of Promotion Management, 22(2), pp. 268-279, doi: 10.1080/10496491.2016.1121755.
Flint, D. J., Signori, P. & Golicic, S. L. (2016) Contemporary Wine Marketing and Supply Chain Management. A Global Perspective (New York: Palgrave Macmillan), doi: 10.1057/9781137492432.
Gaeta, D., & Corsinovi, P. (2014) Economics, Governance, and Politics in the Wine Market European Union Developments (New York: Palgrave Macmillan).
Gačnik, A. (2014) Slovenian wine stories and wine identities: from the heritage and culture of wine to wine tourism, In: Harvey, M. (ed.) Wine and Identity (Oxon: Routledge).
Forbes, S., Goodman, S. & Dolan, R. (2015) Adoption of Social Media in the Australian and New Zealand Wine Industries, Journal of New Business Ideas & Trends, 13(2), pp.1 - 14.
Higgins, L. M., McGarry Wolf, M. & Wolf, M. J. (2016) Wine on Facebook: A Look at Millennials’ Wine Information Search, In: Szolnoki, G. (ed) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.13- 29.
Hill, J. (2016) The British Newspaper Industry. The Future of the Regional Press (New York: Palgrave Macmillan).
Hoffmann, C., Szolnoki, G. & Thach, L. (2016) Cross-Cultural Comparison of Social Media Usage in the Wine Industry: Differences between the United States and Germany. In: Szolnoki, G. (ed) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.154- 166.
Kaplan, A. M. & Haenlein M. (2010) Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, 53, pp. 59 – 68.
Lewis, G. K., Byrom, J. & Grimmer, M. (2015) Collaborative marketing in a premium wine region: the role of horizontal networks, International Journal of Wine Business Research, 27 (3), pp. 203-219.
Lockshin, L. & Corsi, A. M. (2012) Consumer behaviour for wine 2.0: A review since 2003 and future directions, Wine Economics and Policy, 1(1), pp. 2–23.
López-Guzmán, T., Castillo Canalejo, A. M. & Cerezo López, J. M. (2014) Analysing the potential of wine tourism of the island of Fogo (Cape Verde), Tourismos, Fall/Winter, 9 (2), pp. 241-258.
Mariani, A., Pomarici, E. & Boatto, V. (2012) The international wine trade: Recent trends and critical issues, Wine Economics and Policy, 1(1), pp. 24–40.
Strickland, P., Williams, K. M., Laing, J. & Frost, W. (2016) The Use of Social Media in the Wine Event Industry: A Case Study of the High Country Harvest in Australia, In: Szolnoki, G. (ed) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.74- 92.
Szolnoki, G., Thach, L., & Kolb, D. (2016) Current Status of Global Wine Ecommerce and Social Media, In: Szolnoki, G. (ed) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.1- 13.
Thach, L. & Olsen, J. (2015) Profiling the high frequency wine consumer by price segmentation in the US market, Wine Economics and Policy, 4(1), pp. 53–59.
Thach, L., Lease, T. & Barton, M. (2016) Exploring the impact of social media practices on wine sales in US wineries, Journal of Direct, Data and Digital Marketing Practice, June 2016, pp. 1-12, doi:10.1057/dddmp.2016.5.
Tsimonis, G. & Dimitriadis, S. (2013), Brand strategies in social media, Marketing Intelligence & Planning, 32(3), pp. 328-344.
Vigar-Ellisa, D., Pittc, L. & Caruanad, A. (2015) Does objective and subjective knowledge vary between opinion leaders and opinion seekers? Implications for wine marketing, Journal of Wine Research, 26(4), pp. 304-318, doi: 10.1080/09571264.2015.1092120.
Wall, R. & Vilela, N. B. (2016) Deal or no deal: English Devolution, a top-down approach, Lex localis - Journal of Local Self-Government, 14(3), doi: 10.4335/14.3.655-670(2016).
Wilson, D. & Quinton, S. (2012), Let’s talk about wine: does Twitter have value?, International Journal of Wine Business Research, 24(4), pp. 271-286, doi: 10.1108/1751106121128032.
Željan, K. (2012) Treba je odkriti, komu in kako prodati slovensko vino, Delo (8.2.2012) available at: http://www.delo.si/gospodarstvo/posel-in-denar/treba-je-odkriti-komu-in-kako-prodati-slovensko-vino.html (October 12, 2016).
It is a condition that the authors assign copyright or license the publication rights in their articles, including abstracts, to Institute for Local Self-Government Maribor. This enables us to ensure full copyright protection and to disseminate the article, and of course Journal, to the widest possible readership in print and electronic formats as appropriate. Authors retain many rights under the Institutes' right policies, which can be found at journal.lex-localis.press. Authors are themselves responsible for obtaining permission to reproduce copyright material from other sources.