Viennese Wineries on Facebook: Status Quo and Lessons Learned

Lidija Lalicic () and Stefan Gindl ()
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Lidija Lalicic: MODUL University Vienna
Stefan Gindl: MODUL University Vienna

Chapter Chapter 9 in Management and Marketing of Wine Tourism Business, 2019, pp 155-176 from Springer

Abstract: Abstract Social media platforms, in particular Facebook, continuously gain in relevance for personal communication and branding activities. However, wineries still lack either a profound understanding of online marketing strategies and/or lack methodologies that robustly analyze wineries’ Facebook management over a longer period of time. This study demonstrates the mechanism of wine consumer engagement facilitated by Facebook-based marketing. This paper presents a case study of the Austrian capital Vienna, a popular wine tourism destination and will at first investigate the presence of the wineries on Facebook and their marketing-based strategies. The study follows a data-driven approach and analyses large amounts of interaction data. The data pool for the analysis consists of the activity of the public pages for their entire history of existence, usually several years, acquired through Facebook’s official API. The results show that the wineries are rather passive on Facebook, with an average activity of around 20 posts per month, dominantly posting pictures. The wineries have a solid fan base, with an average of 1195 fans and 14 reactions per post. In order for the wineries to engage with their fans, they should align with posting in the morning and afternoon preferably. Wineries are advised to engage frequently and integrate a more creative Facebook presence to engage with their consumers.

Keywords: Wine tourism; Facebook-based marketing; Online consumer engagement; Benchmarking; Predictive analytics; Visual analytics (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-75462-8_9

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DOI: 10.1007/978-3-319-75462-8_9

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