Consumer engagement on Facebook with wine appellation of origin regions (Galicia-Spain)
DOI:
https://doi.org/10.57883/thij6(2)2016.30289Keywords:
Brand Engagement, Wine tourism, Facebook, Galicia, Wine Designation of OriginAbstract
Facebook turns to be a highly important tool for the consumers who need information to make a decision for buying. So, it becomes essential for wine tourism to be represented in social nets; and wine regions that have Designation of Origin, as Galicia in Spain, try to spread this way information about their products, and to encourage their interaction and implication with the consumers and basically with wine tourists. The aim of this study is to measure a level of interaction of wine regions of Galicia that have Designation of Origin with their clients using digital indicators. An analysis of contents of official web-pages of the regions with Designation of Origin between June and August has been used with the aim to measure and compare the level of interaction and implication of each region with their followers on Facebook, and to be able to help the managers to make strategies with the aim to increase the level of engagement of the followers of a brand. The results show that an increase of the level of engagement doesn’t depend of quantity of available information on a Facebook page. Almost all the wine denominations of origin in Galicia don’t make the most of Facebook, a very useful tool for communication with the consumers or the potential ones.
References
Adolpho, C. (2011). Os 8 Ps do Marketing Digital: O guia estratégico de marketing digital. São Paulo: Novatec.
Álvarez García, J., Del Río Rama, M.C., Coca Pérez, J.L., & González Sanmartín, J.M. (2014). Turismo enológico y ruta del vino del Ribeiro en Galicia - España. Estudios y Perspectivas en Turismo, 23(4), 706-729. Disponível em: http://www.estudiosenturismo.com.ar/PDF/V23/N04/v23n4a04.pdf. Consultado em agosto de 2015. Amboage, E.S., Fernández, M.M.R., Ferandez, V.A.M., Vásquez, C.R., & De La Torre, J.Á. (2014). El uso de los medios sociales Facebook y Twitter en los balnearios de Galicia. Disponível em: http://www.aecit.org/files/congress/18/papers/52.pdf. Consultado em agosto de 2015.
Anderson, B. (1983): Imagined Comunities. Reflections on the origin and spread of Nationalism. London: Verso.
Aguilar Arcos, V. E., San Martín Gutiérrez, S., & Payo Hernanz, R. J. (2014). La aplicación empresarial del marketing viral y el efecto boca-oreja electrónico. Opiniones de las empresas. Cuadernos de Gestión, 14(1), 15-31.
Baker, M.J., & Cameron, E. (2008). Critical success factors in destination marketing. Tourism and hospitality Research, 8(2), 79-97.
Brodie, R. J., Hollebeek, L. D., & Smith, S. D. (2011). Engagement: An important bridging concept for the emerging SD logic lexicon. In University of Auckland Business School. 2011 Naples Forum On Service.
Brusha, P. (2010). Turismo e redes sociais: porque devem andar juntos?. Disponível em: http://www.digitalmarketing.pt/turismo-e-redes-sociais-porque-devem-andar-juntos. Consultado em junho 2015. Caldas, A.D.S., & Otero, E.C. (2009). Atores sociais, mercado e competitividade na denominação de origem de vinhos do ribeiro-Espanha. RDE-Revista de Desenvolvimento Econômico, 3(5), 30-37. Cardoso, A.B. (2014). Os grandes vinhos que a europa dá ao mundo. The Overarching issues of the european space: the territorial diversity of opportunities in a scenario of crisis= Grandes problemáticas do espaço europeu: diversidade territorial e oportunidades de desenvolvimento num cenário de crise. Disponível em: http://repositorio-aberto.up.pt/bitstream/10216/78976/2/115600.pdf
Cooper, C., & Hall, C.M. (2008). Contemporary tourism: an international approach. Routledge.
Cvijikj, I.P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.
Costa-Alentejana-Pt. Disponível em: - Consultado em junho de 2015.
Dambrós, J., & Reis, C. (2008). A marca nas redes sociais virtuais: uma proposta de gestão colaborativa. In Congresso Brasileiro de Ciências da Comunicação (Vol. 31). De Siqueira, T.V. (2014). Indicações Geográficas e Desenvolvimento Regional: Uma estratégia para o desenvolvimento regional a partir da valorização da cultura, da natureza e da história local. Disponível em:< http://www.coreconpe.org.br/iiienpecon/artigos/55enpecon2014.pdf> Consultado em agosto de 2015. Del Río, M.C., Álvarez García, J., & Fraiz Brea, J.A. (2014). Ruta Turística Enológica Rías Baixas (Galicia- España): Análisis desde perspectiva de la oferta. Cultur, 08(13), 95-117. Disponível em: http://www.uesc.br/revistas/culturaeturismo/ano8-edicao1/4.pdf . Consultado em Setembro de 2015. Escolar, B.M., & Morueco, R.F. (2011). Vino, turismo e innovación: las rutas del vino de España, una estrategia integrada de desarrollo rural. Estudios de Economía Aplicada, 29(1), 5-35. Gargur, E. (2008). Indicação Geográfica: Uma ferramenta de inclusão social. Bahia Agrícola, 8(2), 31-34. Goulart, E.E. (2014). Mídias sociais: uma contribuição de análise / org. Elias E. Goulart. – Porto Alegre : EDIPUCRS. Goldsmith, R. E., Flynn, L. R., & Korzenny, F. (2015). Brand Engagement and Consumer Innovativeness. Journal of Applied Marketing Theory, 6(1), 44-53 Gollner, A.P (2014). Páginas de fãs, anúncios direcionados e outras soluções do Facebook a serviço da comunicação organizacional digital. Programa de Pós-Graduação em Comunicação–Universidade Municipal de São Caetano do Sul (PPGCOM-USCS), 55.
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
INOVIAJAS - Disponível em: <http://invinoviajas.blogspot.com.br/2013/09/no-caminho-de-compostela-conheca-o-bus.html> Consultado em Setembro de 2015.
Jayasingh, S., & Venkatesh, R. (2015). Customer Engagement Factors in Facebook Brand Pages. Asian Social Science, 11(26), 19. Kabadayi, S., & Price, K. (2014). Consumer–brand engagement on Facebook: liking and commenting behaviors. Journal of Research in Interactive Marketing, 8(3), 203-223. Kaushik, A. (2011). Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value. Retrieved on February, 25, 2012.
Litvin, S.W., Goldsmith, R.E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.
Liu, Z. (2000). Internet Tourism Marketing: Potential and constraints. Reino Unido: University of Strathclyde.
Loureiro, S.M.C., Ruediger, K.H., & Demetris, V. (2012). Brand emotional connection and loyalty. Journal of Brand Management, 20(1), 13-27. Mccracken, S., & D'andrea, E. (2011). Marketing online para empresas. Servidoc.
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9), 919-925.
Muntinga, D.G., Moorman, M., & Smit, E.G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. Novais, C. B. & Antunes, J. (2009). O contributo do Enoturismo para o desenvolvimento regional: o caso das Rotas dos Vinhos. In 15º Congresso da Associação Portuguesa de Desenvolvimento Regional.
PAGEMATCH.ZUBIT. Disponível em: <http://pagematch.zubit.com.br>. Consultado em Junho 2015.
Patino, A., Pitta, D. A., & Quinones, R. (2012). Social media's emerging importance in market research. Journal of Consumer Marketing, 29(3), 233-237.
Pentina, I., Gammoh, B.S., Zhang, L., & Mallin, M. (2013). Drivers and outcomes of brand relationship quality in the context of online social networks. International Journal of Electronic Commerce, 17(3), 63-86.
Pereira, S.(2005). Gestão Emocional da Marca, O caso Salsa. Porto: Faculdade de Economia da Universidade do Porto. Recuero, R. (2009). Redes Sociais na internet. Porto Alegre: Sulina.
SALVADORGALEGA. Disponível em: < https://salvadorgalega.wordpress.com/a-galicia-2/historia-da-galicia/> . Consultado em setembro de 2015.
Shu, W., & Chuang, Y.H. (2011). The perceived benefits of six-degree-separation social networks. Internet Research, 21(1), 26-45.
Tsai, W.H.S., & Men, L.R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76-87.
TRUESOCIALMETRICS. Disponível em http://www.truesocialmetrics.com. Consultado em junho 2015.
Wallace, E., Buil, I., & De Chernatony, L. (2014). Consumer engagement with self- expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33-42.
Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Journal of Marketing Management, 29(5-6), 562-583. Zarrella, D., & Zarrella, A. (2011). Il marketing con Facebook. Tecniche Nuove.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2016 This work is licensed under a Creative Commons - Attribution 4.0 International (CC BY 4.0)
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.
