Netnography on wine researching : consumer attitudes towards wine consumption on social media

• Autor(a) principal: Negra, Lilia
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/29066
• topic: Netnography; Wine; Motivations; Perceptions; Digital insights; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The purpose of this dissertation is to uncover digital consumer insights within the wine community in regards of what motivates them to drink wine and to join an online wine community. The study uses a qualitative approach called Netnography to study online behaviours and has selected the online wine community “Wine Folly” to examine its digital content. The current research on online behaviour in regards of wine consumption is quite limited. Therefore, the aim of this study is to examine feelings expressed towards wine consumption, motivations to join Wine Folly and perceptions members reveal towards the online wine community and wine. Results of the research indicate that there a level of confusion that distorts people’s choices when purchasing wine. Those who are less knowledgeable on the subject have expressed their interest in joining online wine communities for intellectual satisfaction. While some are interested in sharing information, others are more interested in developing relationships or seek social support from the community. These members wish to share their frustrations and challenges faced but also their experiences with the others, creating bonds along the way. Moreover, results show that members of the group had different perceptions in regards to wine consumption as they have developed different meanings and attitudes. For example, a perception of wine being a healthier lifestyle choice. Furthermore, the study highlights the implications and draws conclusions from the findings, offering strategic managerial recommendations. In addition, the research acknowledges its own limitations.