Using Chernoff Faces to Portray Social Media Wine Brand Images (original) (raw)
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Acta Universitatis Sapientiae, Communicatio, 2019
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, ActA UniversitAtis sApientiAe, commUnicAtio, 6 (2019) 83-104
SOCIAL MEDIA MARKETING AND WINE: NAKED WINES CASE STUDY
Social media are leading to major changes in business and consumers' behaviour. The aim of this paper is to achieve a deeper understanding of an emerging way of involving consumers into the business development, based on their increasing willingness to assume a proactive role that goes beyond the co-creation of value-in terms of their partecipation through social marketing tools-to include financial support of producers. For this purpose we have chosen a case study approach, analysing the unique feature of Naked Wines ("NW") experience, a prominent online wine retailer established in UK since 2008. NW consumers can choose to invest in wines, before that they are produced, financing the business of winemakers and they can have a leading role in the evaluation process (i.e. tasting and scoring) of wines. The paper is organized in four sections. In the first, we explain why and how multichannel marketing (off-line and on-line and) is used to cope with changes in consumers' behaviour. Then, we look at the relation between wine business and the multichannel marketing in UK. The following section focus on NW in order to highlight: roles and responsibilities of two consumers' profiles (Angels and Archangels), relationships with winemakers, and interaction devices in use (marketplace, blog, app). Finally, through the analysis of some questionnaires, administrated online to the Archangels, we attempt to investigate on their motivations, commitment and feedback, to improve NW activities in the future.
Social media as a means to access millennial wine consumers
International Journal of Wine Business Research
Purpose The purpose of this paper is to gain insights of the use of social media (SM) in the wine industry. The theoretical viewpoint is to analyse wineries’ SM segmentation, targeting and positioning (STP) to help the wine industry to improve the effectiveness of SM communication. Design/methodology/approach An observational study of Spanish wineries’ SM presence and traffic was carried out during a three-month period in 2013 and repeated in 2016. During this period, a questionnaire was distributed to 196 wineries. Logistic regression was used to model the dichotomous outcome variable of whether a winery “does” or “does not” utilise SM. Additionally, leader wineries were interviewed in April/May 2016 about SM STP. Findings The results show that most wineries are starting in SM without a well-defined strategy. The presence of a webpage is significantly related to the use of SM. SM wineries do not segment and can take advantage of digital targeting strategies. Practical implications ...
The Use of Computer Vision to Analyze Brand-Related User Generated Image Content
Journal of Interactive Marketing
With the increasing popularity of visual-oriented social media platforms, the prevalence of visual brand-related User Generated Content (UGC) have increased. Monitoring such content is important as this visual brand-related UGC can have a large influence on a brand's image and hence provides useful opportunities to observe brand performance (e.g., monitoring trends and consumer segments). The current research discusses the application of computer vision for marketing practitioners and researchers and examines the usability of three different pre-trained ready-to-use computer vision models (i.e., YOLOV2, Google Cloud Vision, and Clarifai) to analyze visual brand-related UGC automatically. A 3-step approach was adopted in which 1) a database of 21,738 Instagram pictures related to 24 different brands was constructed, 2) the images were processed by the three different computer vision models, and 3) a label evaluation procedure was conducted with a sample of the labels (object names) outputted by the models. The results of the label evaluation procedure are quantitatively assessed and complemented with four concrete examples of how the output of computer vision can be used to analyze visual brand-related UGC. Results show that computer vision can yield various marketing insights. Moreover, we found that the three tested computer vision models differ in applicability. Google Cloud Vision is more accurate in object detection, whereas Clarifai provides more useful labels to interpret the portrayal of a brand. YOLOV2 did not prove to be useful to analyze visual brand-related UGC. Results and implications of the findings for marketers and marketing scholars will be discussed.
Study on Promoting Wine Brands Online
Risk in Contemporary Economy, 2014
The aim of the present paper is to emphasize the role and importance of social media as a powerful wine promotion instrument. The necessity of approaching this issue is justified by the fact that we live in a Google-centric world and that companies' marketing strategy as well as their content must constantly adapt to the online searching and information gathering behaviour. To this purpose, our research efforts concentrated on examining the top ten wine producers in Romania, pointing out that corporate rigor supports effective web-sites and social media accounts for wine producers. Form the marketing management perspective, the development of a model to assess the web-site and social media accou nt is highly required as it is useful for winemaking companies. From the academic perspective, it aims at identifying the correlation between the behaviour of modern consumer and the social media impact on all aspects of life.
Social Media and Societal Marketing: A Path for a Better Wine
The aim of the paper is to verify whether web and social-media marketing’s actions increasing knowledge of the expectations of the end-consumer, the presence on social networks, the use of wine club and the societal marketing strategies affect product improvement. An exploratory survey is carried out in the wine sector in Apulia region (South Italy). Data were collected by on-line survey using the Survey Monkey software and were administered to a sample of pre-selected wineries; then, responses were processed by means of an ordinary logistic regression. Results are presented. Management implications and conclusions close the paper.
Organic Wine as an Instagram Star Using Design Thinking Approach
Transdisciplinary Case Studies on Design for Food and Sustainability 1st Edition, 2021
As consumers become more interested in organic wine, wine marketing practitioners are turning to social media as rich sources of data about consumers’ opinions. This chapter presents an analysis of data related to organic wine that was obtained from hundreds of thousands of global users on Instagram, using the concept of design thinking and its key principles, with emphasis on consumer empathy. To be able to understand the specific segment of organic wine consumers, we have focused on use of Instagram. To record communication on this social media network, we used a script that indexes messages from users worldwide into a database. Sentiment analysis was implemented using a Netlytic program module that assessed adjectives used in areas related to #organicwine, and the Gee Whiz Labs Inc. list of adjectives was applied. Our results could contribute to the development of a useful tool for marketing communication, as they help better understand socio-cultural and environmental issues surrounding the opinions of consumers on Instagram.
Social media monitoring: What can marketers learn from Facebook brand photos?
Journal of Business Research, 2020
Users upload > 350 million photos per day to Facebook. While considerable research has explored text-based user-generated content on social media, research on photos is still in its early stages. This paper uses a sample of 44,765 Facebook photos from 503 Facebook users in the United States and Germany to determine the degree to which photos play an integral role in people's social media communications. The analysis shows that uploading brand photos (i.e., photos containing a brand name or logo) is related to brand love, brand loyalty, and word-ofmouth (WOM) endorsement of the brand in question. We then code a subsample of these photos for content and train a powerful hybrid machine learning algorithm combining genetic search and artificial neural networks. The resulting algorithm is able to predict users' brand love, brand loyalty, and WOM endorsement from the content of their brand photos posted on Facebook. Finally, we discuss the implications for social media marketing, in particular social media monitoring.
The rapid penetration of social media has been redefining every facet of the old marketing and customer engagement tactics, not only for the low-end and mass products but also for luxury brands. In this context, brands are dealing with the challenge of keeping the balance between using mass marketing strategies concurrent with accentuating the exclusivity of their offerings. Social media can be considered a boon if brands employ them to reach the right audience and use the right platform by incorporating the right content. In this work, we propose a sector-specific, integrated, and holistic investigation of the social media strategies of luxury brands, together with the impact they generate in terms of the engagement level of the users as an indicator of their success. We provide empirical validation of the method in the sector of luxury fashion brands in the Italian market, providing qualitative and quantitative analysis of the content shared on social media, considering the type, ...