Segmenting wine consumers using product involvement to explore their motivations to interact with wine brands on Social Media

• Autor(a) principal: Aragão, Mónica Soraia Lourenço
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/21891
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

As wine demonstrated to be a product with great variations in terms of Involvement levels among its consumers, Product Involvement has been showing to be a reliable and productive segmentation basis (Lockshin et al., 2001). This thesis, therefore, aims to explore whether consumers’ Involvement level influence their Motivations to interact with wine brands on Social Media. The objective is to propose a conceptual framework to help understanding how differently involved segments of wine consumers differ in their Motivations to interact on Social Media. The study is exploratory and quantitative and was conducted with resource to an online questionnaire applied to a sample of 316 respondents of Portuguese wine consumers. Involvement with wine was assessed through McQuarrie and Munson’s (1992) scale for Product Involvement and respondents’ Motivations to interact on Social Media were measured with the multi-item scale developed by Enginkaya and Yilmaz (2014). Results show that Product Involvement is positively correlated with consumer’s Motivations to interact on Social Media. To explore different levels of Involvement with wine, a Two-Step Cluster analysis was performed, resulting in two differently involved Clusters: the “Wine Lovers” and the “Wine Curious”. Consumers with higher wine Involvement levels were therefore found to differ on their Motivations when compared to those with a lower level. The framework proposed might help wine businesses to better understand the online consumer behavior of differently involved wine consumer segments and subsequently support managers and marketers in developing more effective marketing strategies and ways of interacting with diverging profiles among their customers.