Luxury wine brand visibility in social media: an exploratory study

Purpose - The purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media.Design methodology approach - The paper uses data from howsociable.com to portray similar luxury wine brands in multi-dimensional space. To identify...

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Bibliographic Details
Published in:International journal of wine business research 2011-03, Vol.23 (1), p.21-35
Main Authors: Reyneke, Mignon, Pitt, Leyland, Berthon, Pierre R
Format: Article
Language:English
Subjects:
Analysis
Blogs
Brand identification
Consumers
Internet
Marketing
Social entrepreneurship
Social networks
Social research
Studies
User generated content
Verbal communication
Web 2.0
Websites
Wineries & vineyards
Wines
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Summary:Purpose - The purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media.Design methodology approach - The paper uses data from howsociable.com to portray similar luxury wine brands in multi-dimensional space. To identify the associations between the brands and the social media visibility indicators, the paper uses correspondence analysis.Findings - The findings of the paper show that some of the brands considered did not, at the time the data were gathered, have a clearly defined social media strategy.Practical implications - The indication is that there are opportunities for luxury wine brand managers to use social media as a tool in their marketing strategies; also some threats may exist to these brands should they take a laissez faire approach to social media, particularly when social media are becoming as influential, if not more so than conventional media.Originality value - Brands can take directions in social media today that would have been unlikely if not impossible five years ago. While brand managers may not fully be able to control the destinies of these brands, this paper suggests that the approaches followed in this particular research will present brand managers with a tool that will assist them in directing conversations that occur around their brands.
ISSN:1751-1062
1751-1070
DOI:10.1108/17511061111121380