Social media as a strategic marketing tool in the Sicilian wine industry: Evidence from Facebook

Abstract Over the last few years, many companies have integrated social media, and social networking sites in particular, into their communication and media plan, leading to a deep transformation of the organizational models and changing the companies׳ marketing dynamics. This study has dual aims: first, to recognize and validate the firm׳s social media (SM) efforts in its use of the Facebook platform; second, to examine the relationships among the firm׳s SM efforts and some firm and managerial characteristics. In order to achieve these research aims, data on 45 wineries were collected and analysed, using a model that considers three different dimensions of the firms׳ activity on the social…