Academic literature on the topic 'Marketing, Social Media, Instagram, Wine'
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Journal articles on the topic "Marketing, Social Media, Instagram, Wine":
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Veszelszki, Ágnes. "Persuasion Strategies on Instagram in Wine Communication and Branding." Acta Universitatis Sapientiae, Communicatio 6, no. 1 (December 1, 2019): 83–104. http://dx.doi.org/10.2478/auscom-2019-0005.
Abstract:
Abstract Objectives: On social media, or in the world of the so-called like economy, highly targeted advertising has become reality: whereas previously advertisers only suspected the whereabouts of their customers, now they know it exactly based on well-defined parameters. Likes have become a new standard of value. With the increased popularity of Like buttons, influencer marketing and content marketing have also gained in importance. This paper aims to explore the persuasion strategies used by visual content marketing as a tool of visual rhetoric. Methodology: After reviewing the relevant literature, the paper presents a case study from the field of wine communication: using the methodology of content analysis and a qualitative approach, it examines the visual and verbal characteristics of 100 Instagram posts of Hungarian wineries. The examination focused on content from a semiotic aspect, complementary verbal elements (captions, hashtags), the assumed intention of content marketing, and the characteristics of visual storytelling. Findings: Although wine communication is very much about creating a personal feeling, there was not a single person on 61 of the 100 examined Instagram photos. The potential of branded hashtags is exploited by almost every winery in their communication. The most dominant content types were the informative, aesthetically pleasing, and explicit advertising content. Suggestions: To obtain the loyalty of users, companies need a well-considered communication strategy tailored to the target audience. The most relevant social media principles are the following: long-term strategy, careful planning, conscious implementation, thorough information about and respect for the potential target audience, and content which is valuable and interesting for the target group and has real impact on its behaviour. It could also enhance user loyalty if posts had more added value. The methodology of storytelling could be exploited in wine communication for the following types of content: 1. advice and education: providing background knowledge (winemaking, viticulture, design, wine–food pairing) or instructions (“how to” videos e.g. on bottle opening); 2. help to users (information on moderate wine consumption, wine and a healthy lifestyle); 3. entertainment (people behind the bottle, family and historical stories, wine legends, anecdotes). In addition, creating a personal feeling is crucial in wine communication, which is specializing in handling uncertainty: winemakers can act as influencers in their field not only when selling wine but also in social media marketing.
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Egaña, Francisco, Claudia Pezoa-Fuentes, and Lisandro Roco. "The Use of Digital Social Networks and Engagement in Chilean Wine Industry." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 5 (April 12, 2021): 1248–65. http://dx.doi.org/10.3390/jtaer16050070.
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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.
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Redkina, Natalya. "Evaluating libraries’ activities in social media through web-analytic means." Scientific and Technical Libraries, no. 3 (March 1, 2018): 16–23. http://dx.doi.org/10.33186/1027-3689-2018-3-16-23.
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Based on the studies of analytical agencies reports, the author summarize the data on social networks popularity (Facebook, Instagram, VKontakte, Twitter, etc.) in Russia and internationally, as well as the users’ activity level. She argues that the libraries’ media accounts need to be managed based on analytical data and results of expert evaluation, surveys, marketing research, web analytic. These tools enable to analyze library smm-manager efficiency, to study library user behavior and preferences, to reveal and eliminate technical errors, to define strategic vectors of libraries’ www-activities. The modern www-instruments for social networks evaluation are revealed and tested based on several libraries’ www-accounts. The authors also suggests to use combinations of www-instruments to get detailed statistics, to perform content studies, comparative analysis of libraries’ www-accounts and user profiles, to reveal problems, to improve libraries’ presence on the World Wide Web, etc. The results of evaluation tools application prove their importance and practicability in assessing libraries’ performance in the social media.
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John Mabeba, Selaelo. "The impact of social media platforms on book marketing and advertising : a case of selected South African authors." Journal of African Films & Diaspora Studies 3, no. 2 (December 1, 2020): 43–60. http://dx.doi.org/10.31920/2516-2713/2020/3n2a3.
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Authors use social media platforms to reach out to potential readers. Social media play an important role in book marketing and advertising and is convenient for meeting authors' goals of finding a wide target market in a short space of time. In light of this, this paper assessed the impact of social media platforms (Facebook, Twitter, Instagram and WhatsApp) on marketing and advertising books: poetry, fiction, and non-fiction. The paper emanates from an empirical study undertaken to establish whether such platforms do guarantee optimum sales for authors. The paper is grounded on the Uses and Gratification Theory (UGT) that explains the different reasons that inspire social media users to choose certain media to satisfy their specific needs. These needs develop out of the social territory. The theory states that receivers select the types of media and media content to fulfil their needs. UGT links the need for gratification to a specific medium choice that rests with the audience member. As a result, a qualitative method was used with an unstructured questionnaire to collect primary data. The findings show that authors have a challenge in terms of identifying the right target market on their social media accounts. The findings further show that social media platforms do not necessarily guarantee sales; instead, they are crucial for creating awareness.
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Huang, Jidong, Zongshuan Duan, Julian Kwok, Steven Binns, Lisa E. Vera, Yoonsang Kim, Glen Szczypka, and Sherry L. Emery. "Vaping versus JUULing: how the extraordinary growth and marketing of JUUL transformed the US retail e-cigarette market." Tobacco Control 28, no. 2 (May 31, 2018): 146–51. http://dx.doi.org/10.1136/tobaccocontrol-2018-054382.
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BackgroundWhile national surveys showed declines in e-cigarette use in the USA between 2015 and 2016, recent reports indicate that JUUL, a sleekly designed e-cigarette that looks like a USB drive, is increasingly being used by youth and young adults. However, the extent of JUUL’s growth and its marketing strategy have not been systematically examined.MethodsA variety of data sources were used to examine JUUL retail sales in the USA and its marketing and promotion. Retail store scanner data were used to capture the retail sales of JUUL and other major e-cigarette brands for the period 2011–2017. A list of JUUL-related keywords was used to identify JUUL-related tweets on Twitter; to identify JUUL-related posts, hashtags and accounts on Instagram and to identify JUUL-related videos on YouTube.ResultsIn the short 3-year period 2015–2017, JUUL has transformed from a little-known brand with minimum sales into the largest retail e-cigarette brand in the USA, lifting sales of the entire e-cigarette category. Its US$150 million retail sales in the last quarter of 2017 accounted for about 40% of e-cigarette retail market share. While marketing expenditures for JUUL were moderate, the sales growth of JUUL was accompanied by a variety of innovative, engaging and wide-reaching campaigns on Twitter, Instagram and YouTube, conducted by JUUL and its affiliated marketers.ConclusionsThe discrepancies between e-cigarette sales data and the prevalence of e-cigarette use from surveys highlight the challenges in tracking and understanding the use of new and emerging tobacco products. In a rapidly changing media environment, where successful and influential marketing campaigns can be conducted on social media at little cost, marketing expenditures alone may not fully capture the influence, reach and engagement of tobacco marketing.
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Mushka, Daniella, and Yeva Erfan. "The features of transnational corporations’ advertisement in social networks." Socio-Economic Problems of the Modern Period of Ukraine, no. 4(138) (2019): 89–92. http://dx.doi.org/10.36818/2071-4653-2019-4-15.
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This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.
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Giacomello, Giampiero, and Oltion Preka. "Targeting Reputation: A New Vector for Attacks to Critical Infrastructures." Computer and Information Science 14, no. 3 (July 28, 2021): 63. http://dx.doi.org/10.5539/cis.v14n3p63.
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A substantial portion of critical information infrastructures in advanced economies comprises former public utilities, which in the 1980s/90s were fully or partially privatized, a change justified mainly on economic efficiency grounds. This entailed that these utility companies had to compete in the free market, thus being exposed to the same risks/opportunities as private companies. Much like businesses in other industrial sectors, utility companies have increasingly joined social media over the last decade, as ‘digital’ visibility through social networking platforms, such as Facebook, Twitter, and Instagram has become fundamental. The new (privatized) utilities have relied on marketing and ad campaigns to promote their business and generate revenues. Trust and reputation for companies are primary resources to attract new customers and/or keep old ones, especially for companies with a wide customer base. Trust and reputation are difficult assets to preserve on social media, as they can be subject to negative attacks, including fake campaigns. This paper is a probe that explores a potential attack vector to critical infrastructures via weakening customer and investor trust in (the now private) utilities by blemishing CII-utilities’ reputation on social media. More specifically, the paper considers the possibility of attacks that have the potential to undermine the stability and reliability of critical infrastructures and advances a preliminary justification of why that may happen. We do this by looking at cases in which negative social media campaigns with fake content have been successfully implemented via digital tools.
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Sinha, Sapna, Vishal Bhatnagar, and Abhay Bansal. "Multi-Label Naïve Bayes Classifier for Identification of Top Destination and Issues to Accost by Tourism Sector." Journal of Global Information Management 26, no. 3 (July 2018): 37–53. http://dx.doi.org/10.4018/jgim.2018070104.
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This article describes how the tourism sector plays very important role in the social and economic growth of any country. Technologies like the internet and mobile technologies have changed the marketing strategy of the sector. It has been observed that business operators and the workforce employed in the tourism industry do not have sufficient knowledge, tools and/or strategy to implement technology correctly. Technology can be used in all the dimensions of tourism for gaining a competitive edge and providing a wide range of services to customers. For better customer satisfaction, the industry should know the major issues confronting tourism. Experiences shared by tourists on social media, i.e. Facebook, Twitter, Instagram and YouTube, can be used and analyzed to gain insight on customer needs. In this article, the authors propose a unified framework and have used tweets shared by tourists for the identification of major issues faced by tourism sectors. Identified issues are categorized into four main categories. The obtained results will help players of tourism sector for improving the services and growth of the sector.
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Bouguerra, Samia. "The Role Of Facebook In Activating Local Tourism : An Analytical Study." Management & Economics Research Journal 1, no. 3 (September 30, 2019): 77–86. http://dx.doi.org/10.48100/merj.v1i3.44.
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The development of the world today in information and communication technologies has affected all aspects of the economic life of the countries, especially with the emergence of the Internet and the new media through social networks such as Facebook, Twitter, Instagram and others.
With the emergence of social networks on the Internet, the marketing of services, especially tourism services, depends on the human factor itself through the exchange and exchange of information about tourist areas, traditional products, hotels and others. The new era has begun to depend on the consumers themselves and their contribution to the promotion of services and places...
With the rapid development of social networks, especially Facebook, the importance of harnessing these sites to serve the tourism industry in the countries of the world in general and Algeria in particular, where the industry depends largely on the views of consumers and the spread of information among them, which opened a wide door to identify the places of tourism and hotels and offer services from By visiting people and benefiting from their services, which positively affects other users who may one day be tourists in the same areas.
Therefore, this study is an attempt to highlight the role of social networks and their contribution to the activation of tourism in general and local tourism in particular, taking the Facebook network model, through the analysis of the Facebook page beaches of Annaba, and answer the following fundamental question:To what extent does Facebook contribute to the activation of local tourism in Algeria?
JEL Classification: Z3, M3.
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Jin, S. Venus, Aziz Muqaddam, and Ehri Ryu. "Instafamous and social media influencer marketing." Marketing Intelligence & Planning 37, no. 5 (August 5, 2019): 567–79. http://dx.doi.org/10.1108/mip-09-2018-0375.
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Purpose The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator. Design/methodology/approach A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n=104) was conducted. Findings The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy. Practical implications Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy. Originality/value The paper discusses theoretical implications for the marketing literature on celebrity endorsements.
Dissertations / Theses on the topic "Marketing, Social Media, Instagram, Wine":
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Berg, Linnea, and Lisa Sterner. "Marketing on Instagram : A qualitative study on how companies make use of Instagram as a marketing tool." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-109786.
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The last years technological developments have lead to significant improvements in Internet usage, availability and the way people interact online. Recent statistics show how Internet and foremost social media usage increases rapidly, which have been noticed by companies, increasing their presence on social media platforms as well. Previous research has extensively been conducted within the area of social media marketing. However, the focus has mainly been put on platforms such as Facebook, Twitter and social media platforms in general. The purpose of this qualitative thesis is to get a deeper understanding of how companies currently make use of the social media platform Instagram for marketing purposes and activities. Moreover, the thesis aims to investigate companies’ awareness and concern regarding their potential reach of 12-15 year olds on Instagram. The thesis aims to provide new insights that can be added to contemporary research within the field of social media marketing. The research question of concern is: How do companies make use of Instagram as a marketing tool? Semi-structured interviews were conducted on seven marketers working for Swedish companies present on Instagram. The empirical findings were analysed and presented through the different building blocks in Kietzmann et al., (2011) Honeycomb of social media, which worked as a foundational skeleton to the study. Other relevant theories were additionally compared with the empirical findings and four themes or approaches were determined. Two main, and one minor theme or approaches of how companies make use of Instagram as a marketing tool were determined. The first approach of Instagram marketing includes companies that we have chosen to call the “rookies”. They are relatively new to Instagram and/or have not been distinctively active in the way they interact on the platform. The rookies share characteristic of being in an experimental stage, trying to find their optimal usage of Instagram. The second approach of Instagram marketing includes companies that we have chosen to call the “Oldies”. A characteristic identified among these companies is a rather extensive Instagram experience, gained either through long-term presence or through distinct active presence during a shorter period of time. However, Company 4 could not be included in any of the above-identified approaches, as their marketing tendencies on Instagram follow a slightly different character. Their specific approach of Instagram marketing belongs to what we have chosen to call “The exception”. It was moreover brought to surface that the interviewed marketers seemed to have no ethical concern regarding the increasingly present 12-15 year olds on Instagram, as they do not believe they reach this group of young users. The final conclusion is how all of these approaches generate from the fact that Instagram is new platform where companies are learning by doing how to best make use of the unique characteristics of Instagram. We would like to encourage firms planning to create an Instagram account to embrace some of these characteristics. 1. The real-time aspect; Instagram users feed constantly updates with the latest content, creates an excellent opportunity for marketers to promote goods and products at a relevant and specific point in time. 2. Hashtags; as Instagram allow for little statistical information we argue that hashtags are great tools for reaching out to specific customer groups. By using hashtags connected to certain topics of interest among ones targeted users, companies can arguably attain enhanced customer interest.
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Reis, Gitaine. "EFFECTIVENESS OF SOCIAL MEDIA MARKETING STRATEGIES FOR BEAUTY ACCOUNTS ON INSTAGRAM." Scholarly Commons, 2021. https://scholarlycommons.pacific.edu/uop_etds/3748.
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Social media content strategies have been created and used for years as a way to advertise and influence market decisions in various industries. The reason for their effectiveness should be adequately studied so that we can have a better understanding of which strategies are successful and which ones are not. This study identifies effective social media content strategies, with a focus on brand and customer-centric strategies. After a content analysis of 251 Instagram posts from Huda Beauty and Glossier’s accounts, the hypotheses stating that brand-centric strategies will be more effective and all the strategies will be a useful way to determine the outcome of future Instagram posts are partially supported. This research contributes to best practices in social media marketing in order to understand the effectiveness behind content strategies.
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Mou, Jessie Boxin. "Study on social media marketing campaign strategy -- TikTok and Instagram." Thesis, Massachusetts Institute of Technology, 2020. https://hdl.handle.net/1721.1/127010.
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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, May, 2020Cataloged from the official PDF of thesis.
Includes bibliographical references (pages 39-41).
Social media is known as "a group of Internet-based applications that builds on ideological and technological foundations of Web 2.0, and it allows the creation and exchange of user generated content (Kaplan and Haenlein 2010, p. 61)." Individual users create their personal profiles, blog and connect with their friends leveraging a variety of functions including profile searching, instant messaging, sharing and commenting. With development of social media, social media became a well adopted channel for marketers to build brand awareness, launch new products, engage with target audience, source qualified leads in a fast and efficient manner. TikTok and Instagram are the top and emerging social media platforms that are being adopted by marketers to reach and engage with their target audience. There have not been a lot of research focusing on the impact of social media marketing on these platforms on consumer buying behaviors.
Thus, the writer aims to provide companies with recommendations on developing their social media strategies through this research. In order to achieve the goal, the author first reviewed and referenced research completed to understand how social identity theory, individualism vs. collectivism cultures impact consumers' buying behaviors; investigated how co-creation, virtual community transformed consumers' interaction with one and another; and compared consumers' different reactions to content marketing, sponsored content together with user generated content. With understanding of previous research, the writer then focused the study on beauty industry and leveraged beauty industry as a representation to study social media strategies that companies should deploy . She used empathy interview, case studies to understand how consumers behave to different social media marketing programs and made her recommendations to companies developing their social media marketing strategy.
Companies should first align on their short term and long term marketing goals and evaluate if its brand and product are suitable to be marketed through these social media channels. Then the company need to decide on which step of the marketing funnel are they trying to improve on in order to select the correct marketing strategy. Lastly, companies should establish its own consumer persona in order to finalize which KOLs to work with and how much budget they have for the social media marketing campaigns.
by Jessie Boxin Mou.
S.M. in Management Studies
S.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Management
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Harris, Jerri Lynn. "Social Media Marketing Strategies of Wine Industry Small Business Leaders." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7805.
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Ineffective marketing strategies can negatively impact business competitive advantage. Small business owners who struggle to maintain a competitive advantage are at high risk of failure. Grounded in the technology acceptance model, the purpose of this multiple case study was to explore social media marketing strategies small business leaders in the wine industry use to promote brand awareness and maximize competitive advantage. The population comprised 5 small business leaders employed with 4 wineries in the wine industry in Michigan, who effectively used social media marketing strategies to promote brand awareness and maximize competitive advantage. Data were collected from semistructured interviews, company documents, and company social media platforms. Thematic analysis was used to analyze the data. Three themes emerged: customer engagement strategy, social media platform strategy, and targeted market strategy. The implications for positive social change include the potential for small business leaders in the wine industry to create jobs and support the economic development of the regional communities.
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Burke, Kayleigh Elizabeth. "Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement." Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78221.
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The rapid growth of visual microblogging platforms, such as Instagram, has created new opportunities for brands to communicate with stakeholders. As these platforms evolve, brands have had to adapt in order to use the available social media platforms to gain visibility in the millennial audience. Recently brands have turned to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This specifically has become a common tactic in communication and marketing efforts with the fashion and beauty industry. Ample research is available on the effects of celebrity endorsements but currently there is a gap in research pertaining to the consumer's perspective towards SMIs and SMIs effects on consumers. The online experiment completed in this thesis addressed how promotion of a product by a SMI affects perceptions of consumers on Instagram by measuring social comparison and self-congruity. This is accomplished by comparing participant's product perception to promotional posts on Instagram by a SMI, brand, and unbranded retail source. A three-condition experiment (SMI, Brand, Control) compared effects of product perception, social comparison, and self-congruity. A questionnaire consisting of 48 questions pertaining to SMI, self-congruity, social comparison, and product perception was completed by 151 participants. Significant relationships were found between the source of the promotional post (SMI, Brand, Control) and product perception. There was also a correlation between self-congruity and social comparison towards the SMI as well as product perception. Results suggest that the post source influences product perception. Results also indicate consumers' perception of the SMI effects product perception. These results provide practical implications for communication practioners who utilize social media. The rapid growth of visual microblogging platforms such as Instagram, is creating new opportunities for organizations to communicate with stakeholders. Brands have used social media platforms in order to gain visibility in the college age audience. Currently there is a gap in research pertaining to SMI and their effects on consumers. This online experiment will address how promotion of a product by an SMI affects perceptions of consumers on Instagram through social comparison and self-congruity theory by comparing responses to a product promoted by an SMI to the same product promoted by the promoted by the brand and to an unbranded retail source. A questionnaire consisting 34 of questions pertaining to SMI, self-congruity, and social comparison will be asked to 180-240 participants. The participants will be randomly assigned one of nine Instagram posts to accomplish stimulus sampling across the three conditions: three from SMI, three from brands, and three from an unbranded retail sourceMaster of Arts
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Erixon-Ågren, Malin, and Anny Wang. "Marknadsföring på Instagram : Det digitala skyltfönstret." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-26368.
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In this study we are focusing on Instagram and marketing. We want to know how Web 2.0 and social media creates a new place for companies to market themselves and mostly how they are using the social network Instagram. The amount of swedes using Instagram is 28% and that is the double of what it was a year ago. This creates a whole new place for companies to market themselves and most importantly; it’s free. Our question at issue is In what way is fashion and interior design companies using marketing and Web 2.0 on Instagram and how does it reach individuals? To get an answer we contacted eight different companies and asked if they would like to answer some questions. To get answers from individuals we sent out a survey on Facebook and in comment fields on big swedish blogs. We also interviewed eight of the individuals who had answered the survey to get more depth to their answers. The answers we got was that there is a person on every company who is in charge of marketing on Instagram. The companies want to inspire their followers to buy their products and they do this with nice pictures including the products. Sometimes they are arranging competitions for their followers but most importantly are they communicating with their followers. This is something that Web 2.0 brought to the table and it has changed marketing since the followers are determining the content now. Web 2.0 and smartphones also makes working outside the workplace possible. This creates a whole new work progress for the companies since they can use every moment to market themselves. The individuals want the companies to update them on news and discounts. The most important part for individuals is that it is not too obvious that the companies are on Instagram to advertise. They also don’t like it when the companies update too often since that makes the companies take over their Instagram. They want to be inspired by the companies and get to know the company behind the products.
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Andreasson, Jennifer, and Louise Hildebrand. "#SponsoredPost : En kvalitativ studie av hur samarbeten mellan Influencers och företag konstrueras på Instagram." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35058.
Abstract:
Under år 2016 har marknadsföringsstrategin influencer marketing, att låta inflytelserika personer dela budskap om varumärken online i form av sponsrade innehåll, ökat i popularitet. Den här uppsatsen ämnar öka förståelsen kring hur Influencers konstruerar inlägg som är sponsrade av företag på medieplattformen Instagram i Sverige idag. Vår ambition är att bidra med kunskap inom området marknadskommunikation, som företag i sin tur kommer kunna använda sig av i framtida samarbeten. I den här studien använder vi oss av en kvalitativ innehållsanalys för att undersöka sponsrade inlägg från åtta olika Influencers inom fyra intresseområden: mode, hälsa, skönhet och livsstil. Ett strategiskt urval används i valet av Influencers och Instagraminlägg. Varje inlägg analyseras med hjälp av ett analysschema som grundar sig i teori och tidigare forskning. Analysschemat innefattar fyra olika teman: visuell kommunikation, skriftlig kommunikation, lagar och riktlinjer samt branding. Samtliga teman avser att besvara studiens övergripande syfte och frågeställningar. Det teoretiska ramverket är definierat utifrån branding, influencer marketing, user- and producer generated content och visuell kommunikation. Utifrån studiens resultat kan vi utläsa att samarbeten mellan Influencers och företag på Instagram varierar i sin utformning, speciellt med hänsyn till Influencerns intresseområde. Influencers inlägg inom områdena mode och hälsa tenderar att vara proffsiga och genomarbetade, vilket visar upp en idealiserad bild av verkligheten. Influencers inom området livsstil fokuserar istället på verklighetstrogna bilder som skapar ett intimt förhållande mellan dem och dess följare. Utifrån studien går det även att konstatera att det förekommer brister i hur influencer marketing används, exempelvis direkta uppmaningar till köp och att företag har en alltför stor inblandning i utformandet av inläggen. Studien påvisar att nyckeln till att bedriva framgångsrik influencer marketing är att vara transparent med samarbetet och låta en Influencer, vars intresse och ton stämmer överens med varumärket, förmedla ett genuint och personligt budskap om det.During 2016 the marketing strategy influencer marketing, to let influential people share branding messages online in the shape of sponsored content, gained in popularity. This thesis intends to increase the understanding regarding how collaborations between Influencers and companies are constructed on the media platform Instagram. The study aims to examine how Influencers construct their sponsored posts and through that process give an insight into how Influencer marketing is used in Sweden today. Our ambition is to contribute with knowledge within the field marketing communication which companies will be able to use in future collaborations. In this qualitative content analysis we are examining sponsored posts from eight different Influencers within four areas of interest: fashion, health, beauty and lifestyle. A strategic selection is used when choosing the Influencers and the Instagram posts. Each post is analysed by the means of an analytic scheme, which is based on theory and previous research within the field. The analytic scheme contains four different themes: visual communication, written communication, laws and branding. All of the themes are designed with the purpose of answering the formulated questions of the study and its overall object. The theoretical framework is based on branding, influencer marketing, user- and producer generated content as well as visual communication. The results of the study shows that the way companies and Influencers design their collaborations on Instagram vary, especially in regards to the different areas of interest. The collaborations with Influencers within the areas fashion and health tend to have a professional style that shows of an idealized view on reality. Influencers within the area lifestyle instead choose to focus on true to life images that create intimacy between them and their followers. Based on the study a few deficiency problems that exist in the way influencer marketing is being used today have been establish, for example call to purchase and that companies get to involved in the construction of the posts. The study shows that the key to successful influencer marketing is to be transparent with the collaboration and to let an Influencer, whose interest and tone of voice match up with the brand, convey a genuine and personalized message regarding it.
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Nummelin, Maria. "Instagram as a Marketing Tool - A Qualitative Study on Social Media Marketing for Swedish Interior Design SMEs." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-28639.
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Swenzén, Amanda, and Linnea God. "Det nya reklamlandskapet. En kvalitativ studie om influencer marketing på Instagram." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-150979.
Abstract:
I takt med att Sverige har blivit digitaliserat spenderar befolkningen mer tid på sociala medier. Företag väljer därför idag att allt mer marknadsföra sig på sociala medier istället för via traditionella medier. Social media plattformen Instagram har ökat i tillväxt under senaste åren och är idag en populär plattform bland svenskarna, speciellt bland den yngre generationen. På sociala medier finns det personer som har ett stort antal följare, exempelvis har sportprofilen Zlatan Ibrahimovic 32,2 miljoner följare på Instagram. Detta i kontrast till tidningen Aftonbladet som har en räckvidd på 3,2 miljoner. Personer med ett ansenligt och betydande socialt nätverk på sociala medier plattformar kallas för influencers. Influencers påverkar människor i deras val av produkter och tjänster och kan hjälpa företag med deras marknadsföring genom att skriva om deras produkter och tjänster. Marknadsföring via influencers anses slagkraftigt eftersom att influencers följare anser dem vara trovärdiga. Dagens ungdomar är uppvuxna i den digitala eran och sociala medier är en naturlig del av deras liv. Dessutom klassas ungdomar till gruppen sårbara konsumenter och är mer mottagliga för olika marknadsföringsmetoder. Studien syftar till att få en djupare förståelse samt att redogöra för vad som påverkar ungdomars uppfattning om influencer marketing på Instagram. Vi har identifierat faktorer som påverkar ungdomars uppfattning om influencer marketing på Instagram. Detta för att kunna ge råd till företag som vill använda influencer marketing som marknadsföringsstrategi och för att kunna bidra till forskningen inom influencer marketing. För att undersöka detta har vi utfört tio intervjuer med ungdomar som är 18–19 år. Den teoretiska bakgrunden består av huvudområdena: attityder mot reklam, det nya reklamlandskapet och komponenter inom influencer marketing. Teorierna har sedan analyserats mot materialet från intervjuerna vilket har besvarat studiens problemformulering: Vad påverkar ungdomars uppfattning om influencer marketing på Instagram? Studiens resultat presenteras i en egenkomponerad teoretisk modell och bekräftar att det är tre faktorer som påverkar ungdomars uppfattning om influencer marketing på Instagram: användandet av Instagram, relationen till influencers och samarbeten mellan företag och influencers. Instagram har en betydande roll i ungdomars liv och en viktig del av deras användande av Instagram är att följa sitt sociala nätverk. Genom sitt sociala nätverk skapar ungdomar relationer till influencers. Relationen innebär att influencers har ett inflytande över ungdomar och skapas utifrån ungdomars intresse samt påverkas av ungdomars förtroende mot influencers. Innehållet i samarbetet och antalet samarbeten en influencer väljer att ha är viktigt för att ungdomar ska uppfatta samarbetet som trovärdigt, vilket i sin tur påverkar ungdomars förtroende för influencers och deras relation. Dessutom påverkar ungdomars förtroende för influencers, deras relation, hur accepterande ungdomar är mot influencers samarbeten. Relationen mellan ungdomar och influencers samt samarbetet i sig påverkar hur mottagliga ungdomar är för influencer marketing och hur de uppfattar fenomenet.
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Bergström, Thamwika, and Lisa Bäckman. "Marketing and PR in Social Media : How the utilization of Instagram builds and maintains customer relationships." Thesis, Stockholms universitet, Institutionen för mediestudier, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-90410.
Abstract:
With the rise of social media and the emergence of smartphones, new possibilities have arisen for companies to create and maintain customer relations. Today, customers expect companies to be represented on social media platforms. Customers today will discuss companies and products on social media, regardless of whether the companies are represented on the platforms or not. Therefore, it is important for companies to be present on these platforms in order to be a part of the discussion. On Instagram, a company can share content that would perhaps be unfitting for any other medium. This thesis researches how the top five Interbrand companies on Instagram have worked with marketing and PR, and how their posted content affects the users’ level of interaction. Two methods of analysis have been used in the writing of this thesis. In the first one, content analysis, the content and level of interaction of 200 Instagram posts were examined. Furthermore, a survey was conducted, with the aim of investigating Instagram users’ motivations for using the platform and of following a company profile on Instagram. The material has been researched with an overall marketing and public relations perspective. Other theories that have been used concern customer relationship management, self-representation and self-disclosure, back stage and front stage and word-of-mouth theories. The results show strong indicators that different kinds of posts evoke different levels of user interaction. The companies mainly use Instagram to market their products and to share information about events and new releases. These kinds of posts mainly receive a low level of interaction, with as little as one percent of the companies’ followers liking, and two in 10 000 commenting on the pictures. However, when the companies utilized Instagram’s co-creative features, for example by encouraging the users to use company specific hashtags, the level of interaction increased by as much as five times. Other interesting results concern back stage sharing and how interaction affects trust in a company’s message.
Books on the topic "Marketing, Social Media, Instagram, Wine":
1
Neher, Krista. Visual social media marketing: Harnessing images, Instagram, Infographics and Pinterest to grow your business online. Cincinnati, Ohio: Boot Camp Pub., 2013.
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Vaynerchuk, Gary. Crush it!: Why now is the time to cash in on your passion. [New York]: HarperStudio, 2009.
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Blenski, Christiane. Werbung, die Sie sich sparen können. UVK Verlag, 2020. http://dx.doi.org/10.24053/9783739880235.
Abstract:
Mit kleinem Budget und wenig Aufwand zum Werbeerfolg! Ihre Werbung braucht keinen teuren Knaller. Aber was dann? Vielleicht Facebook, Twitter, Instagram? Einen Blog auf der Homepage, Messewerbung, E-Mail-Marketing? Dazu noch Flyer, Postkarten und Anzeigen in Zeitschriften? Von der Vielzahl an Werbemöglichkeiten online und offline fühlen nicht nur Sie sich überfordert. Mit diesem Ratgeber sichern Sie sich die Marketing-Unterstützung, die Ihnen bisher gefehlt hat. Anhand von Beispielen, Checklisten und Übersichtstabellen erarbeiten Sie, was Sie zukünftig an Werbung machen und was Sie guten Gewissens weglassen können. Besser noch: Sie erfahren, wie Sie vollkommen kostenlos Ihre Eigenwerbung zusätzlich pushen. Unter Anleitung von Christiane Blenski schauen Sie in neuer Klarheit auf Werbemöglichkeiten wie Broschüren, Social Media, Kundenmailings, PR & Co. Endlich werden Sie verstehen, wie Werbung für Sie arbeitet!
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King, Logan. Instagram Marketing: Using Instagram Social Media To Amplify Your Business And Brand Visibility. CreateSpace Independent Publishing Platform, 2017.
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Herman, Jennifer. Instagram For Business For Dummies. For Dummies, 2018.
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Butow, Eric, Jennifer Herman, and Corey Walker. Instagram for Business for Dummies. Wiley & Sons, Incorporated, John, 2020.
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Fortunate, Michael Robert. Social Media Marketing Mastery 2020: How to Use Social Media for Business - Blogging for Profit - Affiliate Marketing - Instagram Marketing - Facebook Advertising. Independently Published, 2020.
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Instagram Power: Build your brand and reach more customers with the power of pictures. New York: McGraw-Hill Education, 2013.
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Anderson, Andy. Social Media: How to Skyrocket Your Business Through Social Media Marketing! Master Facebook, Twitter, YouTube, Instagram, & LinkedIn. CreateSpace Independent Publishing Platform, 2016.
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Planner, jake. Direct Sales Planner Social Media: Weekly Social Media Post Planner-Social Media Marketing Blog Planner / Goals and Content Calendar - Get More Followers - Instagram Marketing -Nomatic Planner. Independently Published, 2020.
Book chapters on the topic "Marketing, Social Media, Instagram, Wine":
1
Jorge, Filipa, Mário Sérgio Teixeira, Carlos Fonseca, Ricardo Jorge Correia, and Ramiro Gonçalves. "Social Media Usage Among Wine Tourism DMOs." In Marketing and Smart Technologies, 78–87. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-15-1564-4_9.
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Karaturhan, Pelin, Asim Evren Yantaç, and Kemal Kuscu. "Layer Zero: An Approach for Deepening Self-reflection on Instagram Shares." In Social Computing and Social Media: Applications in Marketing, Learning, and Health, 352–72. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-77685-5_27.
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Krallman, Alexandra, Mark J. Pelletier, and Frank G. Adams. "@Size vs. #Impact: Social Media Engagement Differences Amongst Facebook, Twitter, and Instagram." In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, 557–61. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_112.
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Sigala, Marianna, and Coralie Haller. "The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources." In Management and Marketing of Wine Tourism Business, 139–54. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-75462-8_8.
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Sundaram, Dheepa. "Instagram your Durga Puja! Social media, hashtags and state-sponsored cultural marketing 1." In Digital Hinduism, 107–27. Abingdon, Oxon ; New York, NY : Routledge, 2020. | Series: Routledge studies in religion and digital culture: Routledge, 2019. http://dx.doi.org/10.4324/9781315107523-7.
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Kim, Eunmi, Jae Eun (Francesca) Park, Jin-Young Kim, and Chulmo Koo. "Information Characteristics on Instagram and Viewer Behavior." In Information and Communication Technologies in Tourism 2021, 322–27. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65785-7_31.
Abstract:
AbstractImage-based social media such as Instagram is actively used as a tourism marketing channel that provides information regarding tourist destinations. Recognizing the importance of viewers’ responses, this study investigated the relationship between viewers’ responsive behavior and the characteristics of texts and images posted on Instagram. The results of multiple regression analysis showed that certain emotional expressions in hashtags and images that include people are positively associated with the number of likes and comments. This study provides insights into social media utilization strategies and post-marketing strategies that are helpful for DMO (Destination Marketing Organization).
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Daxböck, Jennifer, Maria Laura Dulbecco, Sintija Kursite, Tommy Kristoffer Nilsen, Andrada Diana Rus, Joanne Yu, and Roman Egger. "The Implicit and Explicit Motivations of Tourist Behaviour in Sharing Travel Photographs on Instagram: A Path and Cluster Analysis." In Information and Communication Technologies in Tourism 2021, 244–55. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65785-7_22.
Abstract:
AbstractInstagram has been an emerging platform for tourists to share their experiences and connect with other users in the multiphasic travel stages. Despite the huge number of photographs shared on Instagram on a daily basis, it remains ambiguous regarding the underlying motives of tourists’ posting behaviour. Thus, this study aims to conceptualise a framework based on the internal and external triggers of sharing travel photographs through a mix methods design involving diary studies and questionnaires. By conducting a path analysis, this study presents and validates a theoretical model including various motivational factors; namely enjoyment, self-esteem, recognition, interests, social norms, goals, social ties, social status and prestige, self-efficiency, outcome expectations and memorabilia. Meanwhile, this research clusters young techsavvy tourists into four distinct segments based on their behaviour of using Instagram while traveling. By bridging motivational theories, social psychology, and social media in the context of tourism, this research extends literature related to user-generated content and Instagram. Practically, this research allows marketers to optimise the effectiveness of marketing strategies based on the characteristics of tourists and their behaviour on social media platforms.
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Pivac, Tatjana, Mirjana Maksimović, and Ivana Blešić. "THE IMPORTANCE OF DIGITAL MARKETING FOR WINERIES AND DEVELOPMENT OF WINE TOURISM: CASE STUDY OF SERBIA." In 5th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era, 241–51. Association of Economists and Managers of the Balkans; Faculty of Tourism and Hospitality, Ohrid, North Macedonia, 2020. http://dx.doi.org/10.31410/tmt.2020.241.
Abstract:
The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.
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Abdulrazzaq, Amera H., Sharifa Hamad, Marwa Ali, Fatima Mohammed, and Walaa S. Kamal. "The Application of Instagram as a Promotional and Communication Tool by Productive Families in the Kingdom of Bahrain." In Social Media Marketing, 369–81. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch018.
Abstract:
This study aims to investigate Instagram potentialities in the family business sector in Bahrain known as “Productive families”. The intention to adopt and use the tool to promote their products and support information sharing, cooperation, and actual communication, the actual benefits and use derived as a stand-alone tool, and the socio-economic payoffs for their businesses. An analytical and quantitative approach is used throughout the study. A survey was distributed to 253 participants consisting of a standard questionnaire divided in to two main parts: the first part covered the demographic elements while the second part focused on two factors (Performance Expectancy and Effort Expectancy) of the Unified Theory of Acceptance and Use of Technology model (UTAUT). The analysis reveals that: (1) Instagram can be an important means of creating valuable opportunities for productive families to achieve their missions and goals in promoting and advertising their products; (2) the two factors analyzed (Performance expectancy and Effort expectancy) directly influence the families' intention to use form which leads directly to the actual usage; (3) the families' age, gender and level of education have indirect effects on their intention to adopt and use the platform; (4) most of the families use Instagram to promote their businesses, specifically handcrafts and services and have doing so for over two year; (5) The main financially supporter is Tamkeen, which backs 53% of the surveyed families. To our knowledge, this is the first in-depth study of the use of Instagram by Productive Bahraini families.
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Akçay, Deniz. "The Role of Social Media in Shaping Marketing Strategies in the Airline Industry." In Social Media Marketing, 1298–317. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch060.
Abstract:
Tourism is one of the leading sectors based on other people's views and comments found on the Internet. Prior to deciding where they would like to go, individuals obtain information about the travel agencies they will use, the hotels they will stay at and the regions they would like to visit, plus the views and experiences of others in terms of these issues, which are largely shared via social media environments. Accordingly, it has become a necessity for establishments to follow the main social media platforms, such as Facebook, Twitter, Instagram and so on, and develop their goods and services in line with the comments shared on these platforms. In this study, how national and international airline companies implement the 4Ps of marketing (product, price, place, promotion) in social media environments is investigated through examples and analysed through data obtained via interviews.
Conference papers on the topic "Marketing, Social Media, Instagram, Wine":
1
Hartoyo, Yuan Ryanta, and Onny Fitriana Sitorus. "Utilization Instagram as a Marketing Communication Media in the Covid-19 Pandemic." In 1st Annual International Conference on Natural and Social Science Education (ICNSSE 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210430.030.
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Kuznetsova, Elena Vyacheslavovna. "THE MOST APPROPRIATE MEDIA PLATFORMS FOR VIRAL MARKETING IN 2020." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-203/206.
Abstract:
The article is devoted to the analysis of social platforms for viral marketing in 2020, ways of using them to promote a product or service. Facebook, Instagram and ad placement options are given special attention to social networks such as Facebook and Instagram
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IBRAHIM, Ali, Rizqy ZURRIYATI, Mira Afriana UTAMI, Siti Larista OCTARIA, Tri WAHYUNI, Luh SIADNYANI, and YUSMANIARTI. "Implementation of Social Customer Relationship Management Using Instagram and Facebook as Songket Marketing Media." In Sriwijaya International Conference on Information Technology and Its Applications (SICONIAN 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aisr.k.200424.085.
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Kurniawan, Yohannes, Leonardy Dharmawan Kittynanda, Kelgen Antonio Marwan, Sebastian Putra Wirawan, Norizan Anwar, and Johan Johan. "Analysis of Digital Marketing Activities on Instagram Social Media with Coffee Shop Business Objects in Indonesia." In 2021 International Conference on Information Management and Technology (ICIMTech). IEEE, 2021. http://dx.doi.org/10.1109/icimtech53080.2021.9534942.
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Smith, Benjamin J. "Identity Crisis: The Agency of Instagram in Schools of Architecture." In 2018 ACSA International Conference. ACSA Press, 2018. http://dx.doi.org/10.35483/acsa.intl.2018.28.
Abstract:
The focus of this paper addresses themes of neoliberalism, university commercialization and marketing, architecture school identity formation as a representational practice through social media, and the role of image curation and its production in contemporary architecture. This paper emerged after hearing the phrase ‘buyer’s motive,’ which explained what schools needed to consider for attracting students to their programs at a conference by Ruffalo Noel Levtiz on recruitment, marketing, and retention in higher education in the United States. The use of the word, ‘buyer’, instead of ‘student’, or ‘prospective student’, or ‘learner’ seemingly transformed the production of engaged education to its passive consumption.