Social media as a means to access millennial wine consumers

Purpose The purpose of this paper is to gain insights of the use of social media (SM) in the wine industry. The theoretical viewpoint is to analyse wineries’ SM segmentation, targeting and positioning (STP) to help the wine industry to improve the effectiveness of SM communication. Design/methodolog...

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Veröffentlicht in:	International journal of wine business research 2017-01, Vol.29 (3), p.269-284
Hauptverfasser:	Fuentes Fernández, Rosana, Vriesekoop, Frank, Urbano, Beatriz
Format:	Artikel
Sprache:	eng
Schlagworte:	Baby boomers Competitive advantage Competitiveness Consumers Consumption Design improvements Digital media Hypotheses Industrialized nations Internet Market segmentation Marketing Millennials Observational studies Purchasing Regression analysis Segmentation Social networks Social research Studies Viral marketing Wineries Wineries & vineyards Wines
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