Successful Social Media and Ecommerce Strategies in the Wine Industry

Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Front Matter....Pages i-xiv Current Status of Global Wine Ecommerce and Social Media....Pages 1-12 Wine on Facebook: A Look at Millennials’ Wine Information Search....Pages 13-29 Online Communication Approaches and Social Networks in Traditional Wine Regions: A Case Study from Italy....Pages 30-54 Word of Mouth Impulses Boost Wines of Germany: A Case Study....Pages 55-73 The Use of Social Media in the Wine Event Industry: A Case Study of the High Country Harvest in Australia....Pages 74-92 Crowdsourcing in Wine Business: Co-Creation and Fundraising Experiences....Pages 93-114 Are Customers Having E-Conversations about Your Wine? The Importance of Online Discussion Forums as Electronic Word of Mouth for Wine Marketers....Pages 115-132 Wine Price Determination in Online Specialized Stores: An Empirical Study for Argentina....Pages 133-153 Cross-Cultural Comparison of Social Media Usage in the Wine Industry: Differences between the United States and Germany....Pages 154-166 Back Matter....Pages 167-168 Social media and ecommerce has an enormous impact on today's wine industry, particularly among the Internet-savvy millennial generation. this book analyzes new communication platforms used in digital wine marketing, allowing students and researchers to understand how both producers and consumers deal with these modern communication and selling platforms. Providing in-depth examples from around the world, the contributing authors explore how wineries use Facebook and other social media platforms to interact with consumers, crowdsourcing techniques to build a new wine business, cross-cultural analysis, and other tactics that give insight into the world of digital win marketing This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.