TY - JOUR
T1 - Social Media and Societal Marketing
T2 - A Path for a Better Wine?
AU - Fiore, Mariantonietta
AU - Vrontis, Demetris
AU - Silvestri, Raffaele
AU - Contò, Francesco
PY - 2016/3/3
Y1 - 2016/3/3
N2 - The social-media marketing tools, such as social networks, wine club and societal marketing strategies, can increase the knowledge of consumer's expectations. The aim of the article is to verify whether these tools affect the product improvement. An exploratory survey is carried out in the wine sector in Apulia region (South Italy). Data were collected by online survey using the Survey Monkey software and were administered to a sample of pre-selected wineries; then, responses were processed by means of an ordinary logistic regression. Results are presented. Management implications and conclusions close the article.
AB - The social-media marketing tools, such as social networks, wine club and societal marketing strategies, can increase the knowledge of consumer's expectations. The aim of the article is to verify whether these tools affect the product improvement. An exploratory survey is carried out in the wine sector in Apulia region (South Italy). Data were collected by online survey using the Survey Monkey software and were administered to a sample of pre-selected wineries; then, responses were processed by means of an ordinary logistic regression. Results are presented. Management implications and conclusions close the article.
KW - consumer empowerment
KW - product development
KW - social media marketing
KW - societal marketing
KW - wine sector
UR - http://www.scopus.com/inward/record.url?scp=84961680124&partnerID=8YFLogxK
U2 - 10.1080/10496491.2016.1121755
DO - 10.1080/10496491.2016.1121755
M3 - Article
AN - SCOPUS:84961680124
SN - 1049-6491
VL - 22
SP - 268
EP - 279
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 2
ER -