STUDY ON PROMOTING WINE BRANDS ONLINE

Nicoleta Cristache (), Adrian Micu () and Irina Susanu
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Nicoleta Cristache: Dunarea de Jos University of Galati, Romania
Adrian Micu: Dunarea de Jos University of Galati, Romania

Risk in Contemporary Economy, 2014, 189-198

Abstract: The aim of the present paper is to emphasize the role and importance of social media as a powerful wine promotion instrument. The necessity of approaching this issue is justified by the fact that we live in a Google-centric world and that companies’ marketing strategy as well as their content must constantly adapt to the online searching and information gathering behaviour. To this purpose, our research efforts concentrated on examining the top ten wine producers in Romania, pointing out that corporate rigor supports effective web-sites and social media accounts for wine producers. Form the marketing management perspective, the development of a model to assess the web-site and social media account is highly required as it is useful for winemaking companies. From the academic perspective, it aims at identifying the correlation between the behaviour of modern consumer and the social media impact on all aspects of life.

Keywords: social media; e-commerce; web 2.0 tools; construct; assessment model (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fserec:y:2014:p:189-198

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