1. Social Media and Societal Marketing: A Path for a Better Wine?
- Author
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Fiore, Mariantonietta, Vrontis, Demetris, Silvestri, Raffaele, and Contò, Francesco
- Subjects
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SOCIAL media , *SOCIAL marketing , *MARKETING strategy , *CONSUMER behavior - 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. [ABSTRACT FROM AUTHOR]
- Published
- 2016
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