The Impact of Marketing Through Social Media Influencers: A Case Study on Wine Products in Greece

Maria Athanasoglou, Evangelia Arsenou, Michalis Skordoulis (), Konstantina Panagiotakopoulou and Nektarios Stavropoulos
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Maria Athanasoglou: Mediterranean College
Evangelia Arsenou: University of West Attica
Michalis Skordoulis: University of West Attica
Konstantina Panagiotakopoulou: University of West Attica
Nektarios Stavropoulos: University of West Attica

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 505-514 from Springer

Abstract: Abstract The rise of social media has transformed the marketing landscape, and influencer marketing has emerged as a key strategy in promoting wine products in Greece. This study explores the role of influencers in shaping consumer perceptions, behaviors, and purchase decisions, specifically in the context of Greek wine products. This research, based on questionnaires distributed to a convenient sample of 423 Greek consumers, investigates how influencer marketing influences brand awareness, consumer engagement, and brand loyalty in the wine industry. Findings reveal that influencers, particularly on platforms like Instagram, play a significant role in educating consumers about wine varieties, enhancing brand recognition, and encouraging wine tourism. Furthermore, influencers are instrumental in creating compelling narratives around wine products, tapping into cultural and experiential aspects of wine consumption. This study also highlights the challenges and opportunities for wine producers in Greece, offering insights into optimizing influencer strategies to boost visibility and sales. By analyzing the effectiveness of influencer campaigns, the paper provides recommendations for leveraging social media as a powerful marketing tool to enhance the global presence of Greek wine products.

Keywords: Influencer marketing; Greek wine industry; Social media promotion (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_55

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DOI: 10.1007/978-3-031-81962-9_55

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