Digital marketing and the construction of brands for small wine producers

Detalhes bibliográficos
Autor(a) principal: Aurich, Maren
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/10362/69602
Resumo: Digital marketing has become an important advertising and information tool, as interactive communication between producer and consumer can be generated. This paper develops a strategy for digital and social media marketing in order to gain the attention of consumers and to develop a brand image in the wine sector. Two studies were conducted in order to analyse what consumers seek and what producers in Germany currently do to build their brand image via digital channels. Findings reveal that producers in most cases do not satisfy the needs of consumers, hence a digital marketing strategy needs to be established to build a brand image.
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spelling Digital marketing and the construction of brands for small wine producersDigital wine marketingBrand imageSocial mediaConsumer behaviourDomínio/Área Científica::Ciências Sociais::Economia e GestãoDigital marketing has become an important advertising and information tool, as interactive communication between producer and consumer can be generated. This paper develops a strategy for digital and social media marketing in order to gain the attention of consumers and to develop a brand image in the wine sector. Two studies were conducted in order to analyse what consumers seek and what producers in Germany currently do to build their brand image via digital channels. Findings reveal that producers in most cases do not satisfy the needs of consumers, hence a digital marketing strategy needs to be established to build a brand image.Habib, NadimRUNAurich, Maren2019-05-14T09:52:22Z2019-01-152019-01-15T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/69602TID:202227197enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:33:01Zoai:run.unl.pt:10362/69602Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:34:59.282107Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Digital marketing and the construction of brands for small wine producers
title Digital marketing and the construction of brands for small wine producers
spellingShingle Digital marketing and the construction of brands for small wine producers
Aurich, Maren
Digital wine marketing
Brand image
Social media
Consumer behaviour
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Digital marketing and the construction of brands for small wine producers
title_full Digital marketing and the construction of brands for small wine producers
title_fullStr Digital marketing and the construction of brands for small wine producers
title_full_unstemmed Digital marketing and the construction of brands for small wine producers
title_sort Digital marketing and the construction of brands for small wine producers
author Aurich, Maren
author_facet Aurich, Maren
author_role author
dc.contributor.none.fl_str_mv Habib, Nadim
RUN
dc.contributor.author.fl_str_mv Aurich, Maren
dc.subject.por.fl_str_mv Digital wine marketing
Brand image
Social media
Consumer behaviour
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Digital wine marketing
Brand image
Social media
Consumer behaviour
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Digital marketing has become an important advertising and information tool, as interactive communication between producer and consumer can be generated. This paper develops a strategy for digital and social media marketing in order to gain the attention of consumers and to develop a brand image in the wine sector. Two studies were conducted in order to analyse what consumers seek and what producers in Germany currently do to build their brand image via digital channels. Findings reveal that producers in most cases do not satisfy the needs of consumers, hence a digital marketing strategy needs to be established to build a brand image.
publishDate 2019
dc.date.none.fl_str_mv 2019-05-14T09:52:22Z
2019-01-15
2019-01-15T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/69602
TID:202227197
url http://hdl.handle.net/10362/69602
identifier_str_mv TID:202227197
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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