Pomen družbenih medijev z vidika trženja vina
DOI:
https://doi.org/10.4335/15.4.827-844(2017)Ključne besede:
trženje vina, družbeni mediji, lokalno samoupravljanje, sredstva javnega obveščanja, vinska industrijaPovzetek
Sredstva javnega obveščanja niso imela nikoli v svoji zgodovini tako močnega vpliva, kot ga imajo prav zdaj, predvsem zaradi pojava novih tehnologij, ki so postale pomemben del strategij trženja v vinski industriji po svetu. V prispevku je proučevan vpliv informacijske in komunikacijske družbe v družbenih medijih v luči prispevka lokalnih ravni upravljanja različnih držav na področju vinske industrije. Ugotovimo, da družbeni mediji omogočajo uporabnikom, da jih uporabljajo brezplačno, plačano oglaševanje pa predstavlja dodaten strošek. Rezultati so tudi merljivi, kar omogoča podjetjem popoln nadzor nad učinkovitostjo njihovih trženjskih strategij, vendar morajo uspešna vinska podjetja uporabiti in izrabiti družbene medije kot pomembne tržne kanale.
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Thach, L., Lease, T. & Barton, M. (2016) Exploring the impact of social media practices on wine sales in US wineries, Journal of Direct, Data and Digital Marketing Practice, June 2016, pp. 1-12, doi:10.1057/dddmp.2016.5.
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Atkin, T. & Thach, L. (2012) Millennial wine consumers: Risk perception and information search, Wine Economics and Policy, 1(1), pp. 54–62.
Bertot, J. C., Jaeger, P. T., & Grimes, J. M. (2011) Promoting transparency and accountability through ICTs, social media, and collaborative e-government, Transforming Government: People, Process and Policy, 6 (1), pp. 78-91, doi: 10.1108/09593840510615879.
Belanche Gracia, D. & Casaló Ariño, L. V. (2015) Rebuilding public trust in government administrations through e-government actions, Revista Española de Investigación de Marketing ESIC, 19, pp. 1-11.
Brezovnik, B., Oplotnik, Ž. J., & Vojinovič, B. (2015) (De) centralization of public procurement at the local level in the EU, Transylvanian Review of Administrative Sciences, (II)46, pp. 37-52.
Brezovnik, B., Finžgar, M., & Oplotnik, Ž. J. (2016) Fiscal decentralisation in Slovenia (Maribor: Institute for Local Self-Government and Public Procurement).
Chester, J., & Montgomery, K. (2007) Interactive food and beverage marketing: Targeting children and youth in the digital age (Berkeley, CA: Berkeley Media Studies Group).
Dean, D. L. & Forbes, S. L. (2016) Are Customers Having E-Conversations about Your Wine? The Importance of Online Discussion Forums as Electronic Word of Mouth for Wine Marketers, In: Szolnoki, G. (ed.) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.115-132.
Dolan, R., Goodman, S. & Habel, C. (2014) Facing up to running your Facebook. Is it a place to make friends or a place to sell wine?, Australian and New Zealand Grapegrower and Winemaker, 608, pp. 13-15.
Fiore, M., Vrontis, D., Silvestri, R. & Contò, F. (2016) Social Media and Societal Marketing: A Path for a Better Wine?, Journal of Promotion Management, 22(2), pp. 268-279, doi: 10.1080/10496491.2016.1121755.
Flint, D. J., Signori, P. & Golicic, S. L. (2016) Contemporary Wine Marketing and Supply Chain Management. A Global Perspective (New York: Palgrave Macmillan), doi: 10.1057/9781137492432.
Gaeta, D., & Corsinovi, P. (2014) Economics, Governance, and Politics in the Wine Market European Union Developments (New York: Palgrave Macmillan).
Gačnik, A. (2014) Slovenian wine stories and wine identities: from the heritage and culture of wine to wine tourism, In: Harvey, M. (ed.) Wine and Identity (Oxon: Routledge).
Forbes, S., Goodman, S. & Dolan, R. (2015) Adoption of Social Media in the Australian and New Zealand Wine Industries, Journal of New Business Ideas & Trends, 13(2), pp.1 - 14.
Higgins, L. M., McGarry Wolf, M. & Wolf, M. J. (2016) Wine on Facebook: A Look at Millennials’ Wine Information Search, In: Szolnoki, G. (ed) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.13- 29.
Hill, J. (2016) The British Newspaper Industry. The Future of the Regional Press (New York: Palgrave Macmillan).
Hoffmann, C., Szolnoki, G. & Thach, L. (2016) Cross-Cultural Comparison of Social Media Usage in the Wine Industry: Differences between the United States and Germany. In: Szolnoki, G. (ed) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.154- 166.
Kaplan, A. M. & Haenlein M. (2010) Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, 53, pp. 59 – 68.
Lewis, G. K., Byrom, J. & Grimmer, M. (2015) Collaborative marketing in a premium wine region: the role of horizontal networks, International Journal of Wine Business Research, 27 (3), pp. 203-219.
Lockshin, L. & Corsi, A. M. (2012) Consumer behaviour for wine 2.0: A review since 2003 and future directions, Wine Economics and Policy, 1(1), pp. 2–23.
López-Guzmán, T., Castillo Canalejo, A. M. & Cerezo López, J. M. (2014) Analysing the potential of wine tourism of the island of Fogo (Cape Verde), Tourismos, Fall/Winter, 9 (2), pp. 241-258.
Mariani, A., Pomarici, E. & Boatto, V. (2012) The international wine trade: Recent trends and critical issues, Wine Economics and Policy, 1(1), pp. 24–40.
Strickland, P., Williams, K. M., Laing, J. & Frost, W. (2016) The Use of Social Media in the Wine Event Industry: A Case Study of the High Country Harvest in Australia, In: Szolnoki, G. (ed) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.74- 92.
Szolnoki, G., Thach, L., & Kolb, D. (2016) Current Status of Global Wine Ecommerce and Social Media, In: Szolnoki, G. (ed) Successful Social Media and Ecommerce Strategies in the Wine Industry (Hampshire: Palgrave Macmillan), pp.1- 13.
Thach, L. & Olsen, J. (2015) Profiling the high frequency wine consumer by price segmentation in the US market, Wine Economics and Policy, 4(1), pp. 53–59.
Thach, L., Lease, T. & Barton, M. (2016) Exploring the impact of social media practices on wine sales in US wineries, Journal of Direct, Data and Digital Marketing Practice, June 2016, pp. 1-12, doi:10.1057/dddmp.2016.5.
Tsimonis, G. & Dimitriadis, S. (2013), Brand strategies in social media, Marketing Intelligence & Planning, 32(3), pp. 328-344.
Vigar-Ellisa, D., Pittc, L. & Caruanad, A. (2015) Does objective and subjective knowledge vary between opinion leaders and opinion seekers? Implications for wine marketing, Journal of Wine Research, 26(4), pp. 304-318, doi: 10.1080/09571264.2015.1092120.
Wall, R. & Vilela, N. B. (2016) Deal or no deal: English Devolution, a top-down approach, Lex localis - Journal of Local Self-Government, 14(3), doi: 10.4335/14.3.655-670(2016).
Wilson, D. & Quinton, S. (2012), Let’s talk about wine: does Twitter have value?, International Journal of Wine Business Research, 24(4), pp. 271-286, doi: 10.1108/1751106121128032.
Željan, K. (2012) Treba je odkriti, komu in kako prodati slovensko vino, Delo (8.2.2012) available at: http://www.delo.si/gospodarstvo/posel-in-denar/treba-je-odkriti-komu-in-kako-prodati-slovensko-vino.html (October 12, 2016).
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2017-10-25
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