Article the use of digital social networks and engagement in Chilean wine industry

Francisco Egaña, Claudia Pezoa-Fuentes*, Lisandro Roco

*Autor correspondiente de este trabajo

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

11 Citas (Scopus)

Resumen

Recently, companies and consumers of the wine industry have changed their manner of two-way communication, with the rise of technology that introduces social networks and urges the spread of content. In this study, we identified the use and importance of engagement in social networks such as Facebook (2008 to 2018), Instagram (2012 to 2018) and Twitter (2010 to 2018) since the creation of their official accounts for the main Chilean wineries. The methods used involve qualitative and quantitative approaches that integrate the opinion of a panel of experts to estimate a social media engagement indicator through a descriptive statistical analysis and network analysis, from data originated of 70,856 publications. The results show the upward evolution of engagement, calculated through the interactions seen from users of social networks of the wineries, with users of networks of these wineries leaning towards Facebook in the first place, then Instagram, and Twitter. The contribution of this research lies in the generation of empirical evidence that allows the wine industry in a developing country to enhance its competitive advantage through the correct use of its social networks, the management of its engagement, and the diffusion of new marketing strategies.

Idioma originalInglés
Páginas (desde-hasta)1248-1265
Número de páginas18
PublicaciónJournal of Theoretical and Applied Electronic Commerce Research
Volumen16
N.º5
DOI
EstadoPublicada - 2021
Publicado de forma externa

Nota bibliográfica

Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.

Áreas temáticas de ASJC Scopus

  • Administración de Empresas y Contabilidad General
  • Informática aplicada

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