Social media marketing

: caso do vinho e enoturismo em Portugal

Abstract

Despite the existence of extensive published literature about social media, little is known today about its role, use and efficiency in the wine and wine tourism industries. Thus, this study examines the way the industry is using this type of web 2.0 tools. It focuses on analyzing the presence of wine companies in the various existing types of social media, as well as its practices and perception regarding the use of Facebook marketing. In order to achieve that, we conducted a questionnaire survey among producers that take part of official Portugal wine routes, complemented by information obtained in two interviews with wine indu stry professionals. It was determined that 80 % of the studied Portuguese wine companies communicate with their customers using social media, of which 96 % use Facebook. However, for example, only 30 % of those use paid advertisement services. On the other hand, when it comes to wine tourism, it was found that the majority (75 %) of studied companies using social media tools do so with the intent of p romoting this branch of business.

Date of Award	2 Jul 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	António Andrade (Supervisor)