The presence of Algarve wine producers on Facebook between pre-covid-19 and covid-19 periods
DOI:
https://doi.org/10.57883/thij22(1)2024.34312Keywords:
Social media, Facebook, Wine Producers, Algarve, Covid-19, Fanpage KarmaAbstract
Social media may be used to build virtual communities around brands, allowing consumers to learn more about them and interact with the material they provide. In this sense, it serves as a helpful communication medium for obtaining and disseminating information about wine as a social commodity, affecting wine consumers' purchasing decisions. The number of Algarve wine producers has increased in recent years, indicating the sector's progress. Wine is one of the most popular internet products, and social media sites like Facebook are ideal for promoting it. Thus, the objective of this study is to analyze the evolution of the usage of Algarve wine producers on their Facebook pages between February 2019 and the end of January 2022, corresponding to a pre-Covid-19 period and the Covid-19 period. To do this, we used the model developed by Huertas, Setó-Pàmies & Míguez-González (2015), where the variables of “Contents”, “Interactivity”, “Visibility” are considered, with an additional variable for “Profitability”, referenced by Rodríguez-Fernandez et al. (2017b). The analysis was made through a series of performance indicators collected using the online data collection tool Fanpage Karma. Results have shown a greater effort from some of these pages to produce content more often, specially at the beginning of the Covid-19 pandemic period, while some are still struggling to explore this medium, but overall there is room to be more active and productive in social media networks since these pages frequency of publication is low. In need to adjust their communication strategies, the most active pages grew a lot in numbers of fans, reactions, and other interactions, producing quality content that engaged consumers. The less explored pages show smaller evolution, from which we can conclude that there is still potential in Facebook as a platform for the wine sector.
References
Amaral, I. & Santos, S. (2020). Social networks and institutional communication: The case of Portuguese universities. Revista Prisma Social, 28, 20-45.
Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Avila Campoverde, F., & Ugalde, C. (2020). Instagram: La red social con la mayor interacción para promover los destinos turísticos ecuatorianos. Revista Investigaciones Turísticas, 19, 50-72. https://doi.org/10.14198/INTURI2020.19.03
Blazquez, F., Rodriguez, C., & Teijeiro, M. (2020). A new era of communication in Higher Education. Facebook as a marketing tool. Revista ESPACIOS, 41(06). https://www.revistaespacios.com/a20v41n06/20410623.html
Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
Breton-Miller, I. L., & Miller, D. (2016). Family firms and practices of sustainability: A contingency view. Journal of Family Business Strategy, 7(1), 26–33. https://doi.org/10.1016/j.jfbs.2015.09.001
BuzzSumo.Com (2021). 400,000 Articles: What We Learned About Content Engagement. Retrieved 12 February 2022: https://buzzsumo.com/resources/creating-engaging-content/view/
Calderón-Monge, E., & Ramírez-Hurtado, J. M. (2021). Measuring the consumer engagement related to social media: The case of franchising. Electronic Commerce Research. https://doi.org/10.1007/s10660-021-09463-2
Cárcamo Ulloa, L., & Marcos, M. C. (2014). Prensa en Facebook: La importancia de la imagen en la web social. https://idus.us.es/handle/11441/33156
Castellanos Colmenares, O. D., & Rojas Ipuz, D. F. (2021). Modelo para fundamentar el alcance de la estrategia de marketing online para acercar la oferta y la demanda del turismo de naturaleza en el departamento de Cundinamarca. Master Thesis in Dirección de Marketing, Colégio de Estudios Superiores de Administración CESA, Bogotá.
Cavalcanti, J., & Sobejano, J. (2011). Social Media IOR: Las Relaciones como moneda de rentabilidad. Bubok Publishing S.L., Madrid. Retrieved 15 January 2022: https://libros.metabiblioteca.org/bitstream/001/278/8/Social-Media-IOR--Las-Relaciones-como-Moneda-de-Rentabilidad.pdf.pdf
Cheng, W. W. H., Lam, E. T. H., & Chiu, D. K. W. (2020). Social media as a platform in academic library marketing: A comparative study. The Journal of Academic Librarianship, 46(5), 102188. https://doi.org/10.1016/j.acalib.2020.102188
Cordero Quintana, C. (2021). Evaluación, diagnóstico y propuesta de mejora del plan de comunicación en redes sociales de Turismo de Segovia. Tourism Degree Thesis, Facultad de Ciencias Sociales, Jurídicas y de la Comunicación, Universidad de Valladolid, Segovia
Costopoulou, C., Ntaliani, M., & Ntalianis, F. (2019). An analysis of social media usage in winery businesses. Advances in Science, Technology and Engineering Systems, 4(4), 380–387.
Cuomo, M. T., Tortora, D., Festa, G., Giordano, A., & Metallo, G. (2016). Exploring consumer insights in wine marketing: An ethnographic research on# Winelovers. Psychology & Marketing, 33(12), 1082–1090.
CVA. (2022). Vinhos do Algarve. https://www.vinhosdoalgarve.pt/pt
De las Heras-Pedrosa, C., Millan-Celis, E., Iglesias-Sánchez, P. P., & Jambrino-Maldonado, C. (2020). Importance of social media in the image formation of tourist destinations from the stakeholders’ perspective. Sustainability, 12(10), 4092.
Dean, D. L., & Forbes, S. L. (2016). Are customers having e-conversations about your wine? The importance of online discussion forums as electronic word of mouth for wine marketers. In Successful social media and ecommerce strategies in the wine industry (pp. 115–132). Springer.
Decreto-Lei nº 212/2004 (2004). Ministério da Agricultura, Desenvolvimento Rural e Pescas. https://dre.pt/dre/detalhe/decreto-lei/212-2004-479875
Díaz, J. B., & Olmo, F. J. R. del. (2021). Presencia e interacción de los candidatos a la presidencia del Gobierno de España en las principales redes sociales durante la campaña electoral de noviembre de 2019. OBETS. Revista de Ciencias Sociales, 16(1), 63–74. https://doi.org/10.14198/OBETS2021.16.1.04
Dn Insider (2019). Irene Cano: “Já temos 6,2 milhões de utilizadores do Facebook em Portugal”. Retrieved 28 March 2022: https://insider.dn.pt/featured/irene-cano-ja-temos-62-milhoes-de-utilizadores-do-facebook-em-portugal/11908/
Egaña, F., Pezoa-Fuentes, C., & Roco, L. (2021). The Use of Digital Social Networks and Engagement in Chilean Wine Industry. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1248–1265.
Escusol, A. C., Sans, R. N., & Díaz, J. B. (2021). El impacto de las plataformas de podcast en redes sociales: Estudio de caso en las cuentas oficiales de iVoox y Anchor en Instagram, Facebook y Twitter. aDResearch: Revista Internacional de Investigación en Comunicación, 25, 92–105.
Fanpage Karma (2022). Dashboard – Fanpage Karma. Retrieved 22 March 2022: https://www.fanpagekarma.com/dashboard?h=YLXEIk45O&time=FREE&from=1548979200000&to=1643673599999#analysen
Fanpage Karma Academy (2022). Metrics Overview – Fanpage Karma Academy. https://academy.fanpagekarma.com/en/metrics/
Fiore, M., Vrontis, D., Silvestri, R., & Contò, F. (2016). Social Media and Societal Marketing: A Path for a Better Wine? Journal of Promotion Management, 22(2), 268–279. https://doi.org/10.1080/10496491.2016.1121755
Global Social Media Stats. (2022). DataReportal – Global Digital Insights. Retrieved 17 March 2022: https://datareportal.com/social-media-users
Gutiérrez Montoya, G. A., Sánchez Jiménez, M. Á., & Coronil, A. G. (2018). Redes sociales como medio de promoción turística en los países iberoamericanos. Retos, 8(15), 135–150. https://doi.org/10.17163/ret.n15.2018.09
Huertas, A., Setó-Pàmies, D., & Míguez-González, M.-I. (2015). Comunicación de destinos turísticos a través de los medios sociales. Profesional de la Información, 24(1), 15–21.
Instituto da Vinha e do Vinho (2020). Evolução da Área Total de Vinha - Portugal (ha). Retrieved 21 February 2022: https://www.ivv.gov.pt/np4/7179.html.
Instituto da Vinha e do Vinho (2021). Evolução da produção total por Região Vitiviícola. Retrieved 28 February 2022: https://www.ivv.gov.pt/np4/163.html.
Jayasingh, S., & Venkatesh, R. (2015). Customer engagement factors in facebook brand pages. Asian Social Science, 11(26), 19.
Jiménez, M. A. S., Correia, M. B., & Matos, N. (2018). Análisis de las redes sociales como instrumento de comunicación en los destinos turísticos del Algarve. Revista GEINTEC – Gestão, Inovação e Tecnologias, 8(3), 4476–4494.
Kallmuenzer, A., Nikolakis, W., Peters, M., & Zanon, J. (2018). Trade-offs between dimensions of sustainability: Exploratory evidence from family firms in rural tourism regions. Journal of Sustainable Tourism, 26(7), 1204–1221.
Kaso, N., Nurjihad, A., Ilham, D., & Aswar, N. (2021). Facebook and its Impact on Students’ Learning Achievement at State Islamic High School of Palopo. Jurnal Studi Guru Dan Pembelajaran, 4(1), 1–15.
Kim, J., Uddin, Z. A., Lee, Y., Nasri, F., Gill, H., Subramanieapillai, M., Lee, R., Udovica, A., Phan, L., Lui, L., Iacobucci, M., Mansur, R. B., Rosenblat, J. D., & McIntyre, R. S. (2021). A Systematic review of the validity of screening depression through Facebook, Twitter, Instagram, and Snapchat. Journal of Affective Disorders, 286, 360–369. https://doi.org/10.1016/j.jad.2020.08.091
Kujur, F., & Singh, S. (2020). Visual Communication and Consumer-Brand Relationship on Social Networking Sites—Uses & Gratifications Theory Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 30–47. https://doi.org/10.4067/S0718-18762020000100104
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297–310.
Martínez-Fernández, V.-A., Juanatey-Boga, Ó., Crespo-Pereira, V., & Burneo, M.-D. M. (2015). Prensa nativa dígital y redes sociales: Cibermedios en Facebook y Twitter. International Journal of Information Systems and Software Engineering for Big Companies, 2(2), 42–50.
Martínez-Sánchez, M. E., Nicolas-Sans, R., & Bustos Díaz, J. (2021). Analysis of the social media strategy of audio-visual OTTs in Spain: The case study of Netflix, HBO and Amazon Prime during the implementation of Disney +. Technological Forecasting and Social Change, 173, 121178. https://doi.org/10.1016/j.techfore.2021.121178
Mendes, J., & Colaço do Rosário, T. (2018). Algarve Wines & Spirits: Algarve - O Renascer de uma Região. ID-TOUR. Retrieved 22 February 2022: https://www.vinhosdoalgarve.pt/sites/default/files/2018-07/Algarve%20-%20O%20renascer%20de%20uma%20regiao.pdf
Obercom (2021). Digital News Report 2021 PORTUGAL. Obercom, Investigação e Saber em Comunicação. https://obercom.pt/digital-news-report-2021-portugal/
Obermayer, N., Kővári, E., Leinonen, J., Bak, G., & Valeri, M. (2021). How social media practices shape family business performance: The wine industry case study. European Management Journal, S0263237321001122. https://doi.org/10.1016/j.emj.2021.08.003
Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32(1), 67–78. https://doi.org/10.1016/j.tele.2014.03.001
Pastor Marin, F. M. (2022). La comunicación turística en la era digital. El uso de los medios sociales en los grandes destinos urbanos.
Pekkala, K., & van Zoonen, W. (2021). Work-related social media use: The mediating role of social media communication self-efficacy. European Management Journal, 40(1), 67–76. https://doi.org/10.1016/j.emj.2021.03.004
Pelet, J.-E., & Lecat, B. (2014). Smartphones and wine consumers: A study of Gen-Y. International Journal of Wine Business Research, 26(3), 188–207. https://doi.org/10.1108/IJWBR-04-2013-0015
Pérez-García, A., & Torres-Valdés, R. M. (2019). As agências de emprego e desenvolvimento local, e o uso das redes sociais na promoção turística relacional. Innovar, 29(72), 77–88.
Pletikosa Cvijikj, I., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social network analysis and mining, 3(4), 843–861.
Pucci, T., Casprini, E., Nosi, C., & Zanni, L. (2019). Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge. British Food Journal, 121(2), 275–288. https://doi.org/10.1108/BFJ-06-2018-0400.
Reyneke, M., Pitt, L., & Berthon, P. R. (2011). Luxury wine brand visibility in social media: An exploratory study. International Journal of Wine Business Research, 23 (1), 21-35.
Rodríguez-Fernández, M. M., Sánchez-Amboage, E., & Martínez-Fernández, V. A. (2017). The emergent nature of wine tourism in Ecuador and the role of the Social medium Facebook in optimising its positioning. Revista ESPACIOS, 38(14).
Rodríguez-Fernández, M. M., Sánchez-Amboage, E., & Martínez-Fernández, V. A. (2017b). The emergent nature of wine tourism in Ecuador and the role of the Social medium Facebook in optimising its positioning. Revista ESPACIOS, 38(14).
Rodríguez-Fernández, M.-M., Rodríguez-Vázquez, C., Martínez-Fernández, V.-A., & Viñán-Merecí, C.-S. (2016). El cacao como identidad de marca país en Ecuador y su posicionamiento en Facebook. Actas del II Simposio de la Red Internacional de Investigación de Gestión de la Comunicación – De los medios y la comunicación de las organizaciones a las redes de valor, Quito, Equador (15-16 September 2016).
Rodríguez-Fernández, M.-M., Sánchez-Amboage, E., Rodríguez-Vázquez, C., & Mahauad-Burneo, M.-D. (2017a). Galician spas in facebook. Em Media and Metamedia Management (pp. 329–334). Springer.
Rodríguez-Vázquez, C., Martínez-Fernández, V.-A., Rodríguez-Fernández, M.-M., & Juanatey-Boga, Ó. (2017). Posicionamiento en Facebook de las Televisiones Autonómicas con lengua propia. In José Miguel Túñez López, Francisco Campos Freire, Alba Silva Rodríguez (Coord). Estudios sobre legislación, financiación e innovación en la Televisión Pública, págs. 143-169.
Rodríguez-Vázquez, C., Teijeiro-Álvarez, M., & Blázquez-Lozano, F. (2016). La educación superior en españa y las redes sociales: Instituciones públicas versus privadas. 2016 11th Iberian Conference on Information Systems and Technologies (CISTI), 1–6. https://doi.org/10.1109/CISTI.2016.7521596
Rodríguez-Vázquez, C., Teijeiro-Álvarez, M., & Blázquez-Lozano, F. (2018). Evaluation of the Fanpages of Spanish universities: Public versus private institutions. Universal Access in the Information Society, 17(4), 735–743. https://doi.org/10.1007/s10209-017-0530-3
Salomon, D. (2013). Moving on from Facebook: Using Instagram to connect with undergraduates and engage in teaching and learning. ACRL Tech Contents, College & Research Libraries, pp.408-412. https://doi.org/10.5860/crln.74.8.8991
Sánchez Jiménez, M. Á. (2020). Análisis de la comunicación digital oficial en la promoción turística de Brasil. 3C TIC - Cuadernos de desarrollo aplicados a las TIC, 9 (1), 17-39. http://doi.org/10.17993/3ctic.2020.91.17-39.
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring Consumers’ Engagement with Brand-Related Social-Media Content: Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands. Journal of Advertising Research, 56(1), 64–80. https://doi.org/10.2501/JAR-2016-004
Scorrano, P., Fait, M., & Maizza, A. (2015). The relationship between unstructured information and marketing knowledge: An experiment in the US wine market. International Journal of Management Practice, 8(3), 232–246.
Serra, M., Antonio, N., Henriques, C., & Afonso, C. M. (2021). Promoting Sustainability through Regional Food and Wine Pairing. Sustainability, 13(24), 13759. https://doi.org/10.3390/su132413759
Siamagka, N.-T., Christodoulides, G., Michaelidou, N., & Valvi, A. (2015). Determinants of social media adoption by B2B organizations. Industrial Marketing Management, 51, 89–99. https://doi.org/10.1016/j.indmarman.2015.05.005
Sidharth, S., Ghosh, E., & Ghosh, S. (2016). Social Armed Forces: An Impact Analysis of the Asia-Pacific and Middle East Tour 2016 (Half Completed) on the Popularity of the RAF Red Arrows Demonstration Team on Facebook. KHOJ: Journal of Indian Management Research and Practices, 1(1), 24–36.
Sogari, G., Pucci, T., Aquilani, B., & Zanni, L. (2017). Millennial generation and environmental sustainability: The role of social media in the consumer purchasing behavior for wine. Sustainability, 9 (10), 1911.
Statista (2022). Most used social media 2021. Retrieved 7 March 2022: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Taylor, M., & Kent, M. L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26 (5), 384–398. https://doi.org/10.1080/1062726X.2014.956106
VINIPORTUGAL (2022). Detalhes Notícia. Retrieved 28 March 2022: https://viniportugal.pt/detalhesNoticia?codNoticia=10216
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Direitos de autor
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is published under the Creative Commons Attribution 4.0 International License.
