Social Media and Societal Marketing: A Path for a Better Wine?

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.

KEYWORDS:

• consumer empowerment
• product development
• social media marketing
• societal marketing
• wine sector