6533b7d3fe1ef96bd12601b3

RESEARCH PRODUCT

The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis

Pietro ColumbaMarzia IngrassiaStefania ChironiSimona BacarellaLuca Altamore

subject

Value (ethics)lcsh:Management. Industrial managementSociology and Political ScienceIdentity (social science)digital wine marketingopen innovation for wine industrieDevelopmentlcsh:Businessopen innovation for wine industries0502 economics and businessddc:650Settore AGR/01 - Economia Ed Estimo RuraleProduct (category theory)Open innovationWine05 social scienceswine industry innovationAdvertisingknowledge transferInfluencer marketinglcsh:HD28-70Models of communication050211 marketingBusinesslcsh:HF5001-6182General Economics Econometrics and FinanceKnowledge transferdigital communication innovation050203 business & management

description

Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing themselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysis and AGIL methods were applied. The results show five Key-findings within specific relationships established during discussions: advice from Wine Influencers and generalized reciprocity in relationships

yearjournalcountryeditionlanguage
2020-01-01
10.3390/joitmc6040165http://hdl.handle.net/10447/469667