Social Media Use of Small Wineries in Alsace: Resources and Motivations Analysis

Coralie Haller, Daria Plotkina and Tan Vo-Thanh
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Coralie Haller: Chair in Wine and Tourism, HuManiS Research Center (EA 7308), EM Strasbourg Business School, University of Strasbourg, 67000 Strasbourg, France
Daria Plotkina: Chair in Wine and Tourism, HuManiS Research Center (EA 7308), EM Strasbourg Business School, University of Strasbourg, 67000 Strasbourg, France
Tan Vo-Thanh: Tourism Department, Economics-Management Faculty, Dong Nai Technology University, Bien Hoa, Vietnam

Sustainability, 2021, vol. 13, issue 15, 1-14

Abstract: Social media (SM) plays an increasingly important role in small and medium businesses, including wineries. However, little is known about the managerial adoption and use of SM by wineries. This study aims to understand wineries’ SM usage by analysing their strategic objectives of SM usage and main differences in relation to their SM usage, as well as establishing factors contributing to SM usage. The unified theory of acceptance and use of technology (UTAUT) framework (performance expectancy, effort expectancy, social influence, and facilitating conditions) is discussed together with additional explanatory factors relevant in the studied context (attitude toward SM, self-efficacy, and anxiety). A quantitative survey of 78 wineries from the Alsace wine region of France was conducted. The results show that SM is currently used by a majority of wineries, but that strategic alignment is missing. There are significant differences in SM usage according to winery size, export orientation, and winemakers’ profiles. The results also confirm that wineries need resources and knowledge to use SM more extensively.

Keywords: acceptance and use of technology; French wineries; social media usage; strategic alignment (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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