Next Article in Journal
Consumers’ Adoption and Use of E-Currencies in Virtual Markets in the Context of an Online Game
Previous Article in Journal
Clusters of Skeptical Consumers Based on Technology and AI Acceptance, Perception of Social Media Information and Celebrity Trend Setter
Open AccessArticle

The Use of Digital Social Networks and Engagement in Chilean Wine Industry

1
Department of Administration, Universidad Católica del Norte, Antofagasta 1240000, Chile
2
Institute of Agricultural Economics, Universidad Austral de Chile, Valdivia 5090000, Chile
*
Author to whom correspondence should be addressed.
Academic Editor: Subir Bandyopadhyay
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1248-1265; https://doi.org/10.3390/jtaer16050070
Received: 4 February 2021 / Revised: 14 March 2021 / Accepted: 6 April 2021 / Published: 12 April 2021
(This article belongs to the Section Digital Marketing and the Connected Consumer)
Recently, companies and consumers of the wine industry have changed their manner of two-way communication, with the rise of technology that introduces social networks and urges the spread of content. In this study, we identified the use and importance of engagement in social networks such as Facebook (2008 to 2018), Instagram (2012 to 2018) and Twitter (2010 to 2018) since the creation of their official accounts for the main Chilean wineries. The methods used involve qualitative and quantitative approaches that integrate the opinion of a panel of experts to estimate a social media engagement indicator through a descriptive statistical analysis and network analysis, from data originated of 70,856 publications. The results show the upward evolution of engagement, calculated through the interactions seen from users of social networks of the wineries, with users of networks of these wineries leaning towards Facebook in the first place, then Instagram, and Twitter. The contribution of this research lies in the generation of empirical evidence that allows the wine industry in a developing country to enhance its competitive advantage through the correct use of its social networks, the management of its engagement, and the diffusion of new marketing strategies. View Full-Text
Keywords: social networks; Chilean vineyards; engagement; business practices; marketing; Chile social networks; Chilean vineyards; engagement; business practices; marketing; Chile
Show Figures

Figure 1

MDPI and ACS Style

Egaña, F.; Pezoa-Fuentes, C.; Roco, L. The Use of Digital Social Networks and Engagement in Chilean Wine Industry. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1248-1265. https://doi.org/10.3390/jtaer16050070

AMA Style

Egaña F, Pezoa-Fuentes C, Roco L. The Use of Digital Social Networks and Engagement in Chilean Wine Industry. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1248-1265. https://doi.org/10.3390/jtaer16050070

Chicago/Turabian Style

Egaña, Francisco; Pezoa-Fuentes, Claudia; Roco, Lisandro. 2021. "The Use of Digital Social Networks and Engagement in Chilean Wine Industry" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1248-1265. https://doi.org/10.3390/jtaer16050070

Find Other Styles

Article Access Map by Country/Region

1
Back to TopTop