Impact Of Social Media On Strengthening Brand Loyalty In The Austrian Wine Industry

Author : Melanie Hahn
Publisher : GRIN Verlag
ISBN 13 : 366877207X
Total Pages : 33 pages
Book Rating : 4.76/5 ( download)

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Download or read book Impact of Social Media on Strengthening Brand Loyalty in the Austrian Wine Industry written by Melanie Hahn and published by GRIN Verlag. This book was released on 2018-08-13 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,00, University of applied sciences, course: International Wine Business, language: English, abstract: In past couple of years, social media has shaped the way of communication between brands and consumers and has opened the door for more interactive, personalized and engaging marketing strategies to increase not only brand awareness but also to build stronger customer-brand relationships that lead to brand loyalty. There is a lot of literature on engagement in brand-related online content and social media. Yoshida et al. define brand-related social media engagement as a voluntary contribution of an individual to the interaction between her/his favourite brand and other fellow brand users by sharing information, activating and co-creating content related to the specific brand. A customer’s voluntary contribution that is brand and/or product related is known as consumer engagement. Wine is often consumed within a social gathering. The product can be easily approached by engaging intuitive senses like the sense of taste and sense of smell. Therefore, it is a product to effortlessly strike up a conversation, get emotionally involved with, and exchange impressions within a social group. Consumers are very likely to have an opinion about the wine they tasted and are often enthusiastic to share it. This makes a wine-related brand seem predestined to gain from social media and might create new beneficial opportunities in the wine industry. Social media enables brands to communicate on more layers and give the customer insights into the business’ history, philosophy and values in combination with descriptive information about the product/brand itself. Interactive environments on social networking sites enable a two-way communication between consumers and brands which has a positive impact on the brand relationship, trust and also brand loyalty. The paper is structured the following way. The first section (the research question) gives more detail on the topic and identified research gaps in the literature. The methodology summarizes the specific ways research has been concluded for this paper. The focal point lies in the literature review and analysis of several case studies and findings. It summarizes and combines two main research topics, brand loyalty on social media and social media utilization in the (Austrian) wine industry. This literature review contributes to further research about specific impacts of social media on the wine industry. In this case with a focus on Austrian wine producers.

Author : Francisco J. Martínez-López
Publisher : Springer
ISBN 13 : 331924826X
Total Pages : 253 pages
Book Rating : 4.64/5 ( download)

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Download or read book Online Brand Communities written by Francisco J. Martínez-López and published by Springer. This book was released on 2015-12-11 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.

Author : Nigel Morgan
Publisher : Routledge
ISBN 13 : 1136346627
Total Pages : 394 pages
Book Rating : 4.20/5 ( download)

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Download or read book Destination Brands written by Nigel Morgan and published by Routledge. This book was released on 2012-05-23 with total page 394 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.

Author : Cyril Alias
Publisher : GRIN Verlag
ISBN 13 : 3656957231
Total Pages : 36 pages
Book Rating : 4.32/5 ( download)

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Download or read book The Wine Industry of South Africa. A Sector Report written by Cyril Alias and published by GRIN Verlag. This book was released on 2015-05-07 with total page 36 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2005 in the subject Business economics - General, grade: 1,0, University of Applied Sciences Bielefeld, course: Internationale Wirtschaftsbeziehungen, language: English, abstract: Although South Africa was not very famous for its beverages, esp. its wines, for long times and has gained fame in recent years only, the heritage of its vine-growing culture goes back to the mid of the 17th century. European settlers, predominantly from The Netherlands, started to plant first seedlings in the Cape region. It was Jan van Riebeeck, founder of the Cape colony, who brought the seedlings along from Europe in 1655. Some four years later, the first South African wine was ready to be drunk. However, as the Dutch were not too experienced with viticulture, real development took place only when French Huguenots settled in that region in the end of the 17th century. In the mid of the 18th and the beginning of the 19th century, these wines (e.g. the very sweet Constantia wines) were very popular all around Europe, particularly in the royal houses. But afterwards, the demand shrank to nearly zero. In 1973, viticulture was resumed in the African country. However, the wines were boycotted by the rest of the world due to the Apartheid problems within the country. Only from 1990 onwards, South African wine industry is recovering and nowadays belongs to the so-called “New World wines”, which also include products from Chile, Argentina, Australia, New Zealand and the United States (California).

Author : Louie Sanlad
Publisher : GRIN Verlag
ISBN 13 : 3346111059
Total Pages : 32 pages
Book Rating : 4.50/5 ( download)

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Download or read book Roles of Social Media on Information Sites written by Louie Sanlad and published by GRIN Verlag. This book was released on 2020-02-12 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt: Literature Review from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.1, , language: English, abstract: In this paper, the researcher identifies the social media trends from the number of paper within scope, analyzing their content in order to synthesize from the variation of researches and determines the gap making this review a potential contributor for future researches. Included in this paper the most commonly used information sites which manifest convergent features. Social media is a platform to share information that is very liked by everyone nowadays because some of the facilities that make it easier for us to communicate with each other, share documents, chat and even create a community. A data mining approach is used to determine the trends in social media as information in getting type of information; information sharing; and trends of social media used by different organizations. The results show that one's motivation in sharing information tends to be consistent for each type of information that is to share the impression of social media users on a matter. Social media connect different races and making distant communication reachable in a shortest period of time. It has been trends already around the world to maximize the utilization of social media through variety of information sites. It is a very useful vehicle to gather data addressing the need of the internet citizens (netizens) in this contemporary era. with motivating features, essentialities and importance, there is a growing number of users interacting with online social networks. The emerge of different sites making the social media continuously increasing its potential, to provide useful geographic information to either replace or augment traditional methods of data collection has been recognized for some years. It is not only data collection but sharing of information of the same interest which reveals the active interaction regardless of age. However, the increase of interaction poses a challenge to identify whether the trending media content is real or reflects the claimed description (Hossain et al., 2019).Generally, social media is an active source of information seeking wherein users mest be tactful in determining the facts. With the help of some invented applications to determine and prevent malicious spam, statistical analysis of language is done to detect spam trending topics.

Author : Christoph Müller
Publisher : GRIN Verlag
ISBN 13 : 3640897439
Total Pages : 20 pages
Book Rating : 4.38/5 ( download)

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Download or read book The impact of the internet and social media on the hotel industry written by Christoph Müller and published by GRIN Verlag. This book was released on 2011-04-20 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2011 in the subject Tourism - Hotel Industry / Catering, grade: A, The University of Surrey, language: English, abstract: This paper deals with the impact of the internet and social media on the hotel industry. In particular, it points out how the rules of the game have changed in today’s dynamic and global environment and how hotels need to operate if they are to succeed from a long-term perspective. Likewise, it outlines how activities on both the buy-side and sell-side can be enhanced through the implementation of internet-enabled technologies. Furthermore, the paper highlights barriers that might inhibit further development of e-business. Practical examples are used throughout the paper and an industry analysis using Michael Porter’s Five Forces model and a case study are provided in the appendices in order to promote understanding.

Author : Kostadin Ruychev
Publisher : GRIN Verlag
ISBN 13 : 3668789835
Total Pages : 8 pages
Book Rating : 4.38/5 ( download)

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Download or read book Communication process in H&M. Current situation and prospects written by Kostadin Ruychev and published by GRIN Verlag. This book was released on 2018-09-04 with total page 8 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2016 in the subject Communications - Print Media, Press, grade: 5.00, , language: English, abstract: H&M is one of the most successful retailers acting on the territory of the United Kingdom. Its success is due in part on the quality of the products it offers and on the concept of its promotional, advertising activity and communication process, taking place in the company. Hence, the question posed in this assignment is to explain how the communication process applies to the advertisement and promotion in the company. As a consequence, an assessment of the regulation of advertisement in the UK has been made. Finally, several recommendations have taken place.

Author : Roberta Capitello
Publisher : Woodhead Publishing
ISBN 13 : 0128177357
Total Pages : 390 pages
Book Rating : 4.58/5 ( download)

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Download or read book Case Studies in the Beer Sector written by Roberta Capitello and published by Woodhead Publishing. This book was released on 2020-09-09 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several countries to outline the global context within which the beer industry is developing. Real-life examples on how innovation and differentiation strategies affect consumer perceptions of beer are included, along with the relationship among breweries throughout the supply chain. Sections cover business strategy, sustainability, and how breweries are meeting the increasing demand for sustainable production processes. While this book provides a thorough reference for scholars and practitioners who work in the beer sector, it is also ideal for those studying business, agriculture, food engineering, technology, applied marketing and business strategy. Investigates contemporary managerial and marketing dynamics in the beer sector Explores the relevance of consumer science and its use as a tool for marketing strategies for both multinational players and small craft breweries Includes case studies that provide the reader with real-life examples on how to apply concepts discussed Offers a global, cross-cultural perspective on the beer sector in different countries and continents

Author : Androniki Kavoura
Publisher : Springer
ISBN 13 : 331933865X
Total Pages : 764 pages
Book Rating : 4.51/5 ( download)

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Download or read book Strategic Innovative Marketing written by Androniki Kavoura and published by Springer. This book was released on 2016-09-26 with total page 764 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It seeks to make advancements in the discipline by promoting strategic research and innovative activities in marketing. The book highlights the use of data analytics, intelligence and knowledge-based systems in this area. In the era of knowledge-based economy, marketing has a lot to gain from collecting and analyzing data associated with customers, business processes, market economics or even data related to social activities. The contributed chapters are concerned with using modern qualitative and quantitative techniques based on information technology used to manage and analyze business data, to discover hidden knowledge and to introduce intelligence into marketing processes. This allows for a focus on innovative applications in all aspects of marketing, of computerized technologies related to data analytics, predictive analytics and modeling, business intelligence and knowledge engineering, in order to demonstrate new ways of uncovering hidden knowledge and supporting marketing decisions with evidence-based intelligent tools. Among the topics covered include innovative tourism marketing strategies, marketing communications in small and medium-sized enterprises (SMEs), the use of business modeling, as well as reflecting on the marketing trends and outlook for all transportation industry segments. The papers in this proceedings has been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume compiles their contributions to the field, highlighting the exchange of insights on strategic issues in the science of innovation marketing.

Author : Ugboja Onuche Gideon
Publisher : GRIN Verlag
ISBN 13 : 3346332934
Total Pages : 45 pages
Book Rating : 4.36/5 ( download)

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Download or read book Impact of news and media on political advertising. A study of 2020 governorship election in Edo State written by Ugboja Onuche Gideon and published by GRIN Verlag. This book was released on 2021-01-21 with total page 45 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2020 in the subject Communications - Mass Media, grade: 4.00, , course: Mass Communication, language: English, abstract: This study examines impact of news media in political advertising in Edo state governorship election. The study was anchored on the uses and gratifications theory. The survey research method was used. The work recommends urgent review of the various media laws to address the peculiar technicalities involved in monitoring and moderating the use of different social media platforms. Findings show that whereas many used the technology to make vital input in the political discourse, others used them to attack opponents, spread false rumours, hate and inciting messages which were believed to have contributed in the violence and tensions witnessed before, during and after the elections in many parts of the country. The following research questions have been drawn to guide the study: What is the impact of news media in political advertising in Edo state governorship election? Do political parties in Nigeria recognise and make use of the new media in their political campaigns? What are the factors that hinder the use of the new media for political campaigns in Edo State? The new media have become veritable tools for political campaigns, because they break boundaries and frontiers, reaching every part of the world. The new media have consequences upon the social, political and economic values of people. New media hold out a possibility of on-demand access to content anytime, anywhere, on any digital device, as well as, interactive user feedback, creative participation and community formation around the media content. What distinguishes new media from traditional media is not the digitising of media content into bits, but the dynamic life of the new media content and its interactive relationship with the media consumer. This dynamic life, moves, breathes and flows with pulsing excitement in real time. It is against this backdrop therefore, that we investigate the impact of news media in political advertising: a study of 2020 governorship election in Edo state.