Social Media and Societal Marketing: A Path for a Better Wine?

Mariantonietta Fiore, Demetris Vrontis, Raffaele Silvestri, Francesco Contò

    Research output: Contribution to journalArticlepeer-review

    21 Citations (Scopus)

    Abstract

    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.

    Original languageEnglish
    Pages (from-to)268-279
    Number of pages12
    JournalJournal of Promotion Management
    Volume22
    Issue number2
    DOIs
    Publication statusPublished - 3 Mar 2016

    Keywords

    • consumer empowerment
    • product development
    • social media marketing
    • societal marketing
    • wine sector

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