IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i15p8149-d598497.html
   My bibliography  Save this article

Social Media Use of Small Wineries in Alsace: Resources and Motivations Analysis

Author

Listed:
  • Coralie Haller

    (Chair in Wine and Tourism, HuManiS Research Center (EA 7308), EM Strasbourg Business School, University of Strasbourg, 67000 Strasbourg, France)

  • Daria Plotkina

    (Chair in Wine and Tourism, HuManiS Research Center (EA 7308), EM Strasbourg Business School, University of Strasbourg, 67000 Strasbourg, France)

  • Tan Vo-Thanh

    (Tourism Department, Economics-Management Faculty, Dong Nai Technology University, Bien Hoa, Vietnam)

Abstract

Social media (SM) plays an increasingly important role in small and medium businesses, including wineries. However, little is known about the managerial adoption and use of SM by wineries. This study aims to understand wineries’ SM usage by analysing their strategic objectives of SM usage and main differences in relation to their SM usage, as well as establishing factors contributing to SM usage. The unified theory of acceptance and use of technology (UTAUT) framework (performance expectancy, effort expectancy, social influence, and facilitating conditions) is discussed together with additional explanatory factors relevant in the studied context (attitude toward SM, self-efficacy, and anxiety). A quantitative survey of 78 wineries from the Alsace wine region of France was conducted. The results show that SM is currently used by a majority of wineries, but that strategic alignment is missing. There are significant differences in SM usage according to winery size, export orientation, and winemakers’ profiles. The results also confirm that wineries need resources and knowledge to use SM more extensively.

Suggested Citation

  • Coralie Haller & Daria Plotkina & Tan Vo-Thanh, 2021. "Social Media Use of Small Wineries in Alsace: Resources and Motivations Analysis," Sustainability, MDPI, vol. 13(15), pages 1-14, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8149-:d:598497
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/15/8149/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/15/8149/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Barbara Richter & Jon H. Hanf, 2021. "Cooperatives in the Wine Industry: Sustainable Management Practices and Digitalisation," Sustainability, MDPI, vol. 13(10), pages 1-20, May.
    2. Valentina Kirova & Tan Vo-Thanh, 2019. "Smartphone use during the leisure theme park visit experience: The role of contextual factors," Post-Print hal-02545056, HAL.
    3. Escobar-Rodríguez, T. & Carvajal-Trujillo, E., 2014. "Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model," Tourism Management, Elsevier, vol. 43(C), pages 70-88.
    4. Bargain, Olivier, 2020. "French Wine Exports to China: Evidence from Intra-French Regional Diversification and Competition," Journal of Wine Economics, Cambridge University Press, vol. 15(2), pages 134-162, May.
    5. F. J. Cristófol & Gorka Zamarreño Aramendia & Jordi de-San-Eugenio-Vela, 2020. "Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)," Sustainability, MDPI, vol. 12(17), pages 1-19, August.
    6. Giovanni Sogari & Tommaso Pucci & Barbara Aquilani & Lorenzo Zanni, 2017. "Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine," Sustainability, MDPI, vol. 9(10), pages 1-16, October.
    7. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    8. Vo Thanh, Tan & Kirova, Valentina, 2018. "Wine tourism experience: A netnography study," Journal of Business Research, Elsevier, vol. 83(C), pages 30-37.
    9. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    10. Guillermo Vázquez Vicente & Victor Martín Barroso & Francisco José Blanco Jiménez, 2021. "Sustainable Tourism, Economic Growth and Employment—The Case of the Wine Routes of Spain," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    11. Rosario Michel-Villarreal & Eliseo Luis Vilalta-Perdomo & Maurizio Canavari & Martin Hingley, 2021. "Resilience and Digitalization in Short Food Supply Chains: A Case Study Approach," Sustainability, MDPI, vol. 13(11), pages 1-23, May.
    12. Tan Vo-Thanh & Valentina Kirova, 2018. "Wine tourism experience: A netnography study," Post-Print hal-02544984, HAL.
    13. Walid A. Nakara & Fatim-Zohra Benmoussa & Annabelle Jaouen, 2012. "Entrepreneurship and social media marketing: evidence from French small business," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 16(4), pages 386-405.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Maria Alebaki & Maria Psimouli & Stella Kladou & Foivos Anastasiadis, 2022. "Digital Winescape and Online Wine Tourism: Comparative Insights from Crete and Santorini," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    2. Denise Dreist & Holger Schulze & Neele Harder & Sarah Kühl, 2025. "When will I be successful? The use of social media in agricultural direct marketing in Germany," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 13(1), pages 1-27, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zaman, Mustafeed & Vo-Thanh, Tan & Nguyen, Chi T.K. & Hasan, Rajibul & Akter, Shahriar & Mariani, Marcello & Hikkerova, Lubica, 2023. "Motives for posting fake reviews: Evidence from a cross-cultural comparison," Journal of Business Research, Elsevier, vol. 154(C).
    2. Mariana Carvalho & Elisabeth Kastenholz & Maria João Carneiro, 2021. "Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada , a Portuguese Wine-Producing Region," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    3. Vo-Thanh, Tan & Zaman, Mustafeed & Hasan, Rajibul & Rather, Raouf Ahmad & Lombardi, Rosa & Secundo, Giustina, 2021. "How a mobile app can become a catalyst for sustainable social business: The case of Too Good To Go," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    4. Juying Wang & Xuelei Lian & Xin Qi, 2025. "Understanding consumers’ willingness to accept digital exhibitions in the metaverse: evidence from China," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-17, December.
    5. Torres, Juan Pablo & Barrera, Jose Ignacio & Kunc, Martin & Charters, Steve, 2021. "The dynamics of wine tourism adoption in Chile," Journal of Business Research, Elsevier, vol. 127(C), pages 474-485.
    6. Koivunen, Kati & Haanpää, Milka Aino Annikki & Saraniemi, Saila, 2025. "“The emergence of cause-oriented influencers – conceptualizing de-influencing on TikTok”," Journal of Business Research, Elsevier, vol. 197(C).
    7. Darcen Esau & Donna M. Senese, 2022. "Consuming Location: The Sustainable Impact of Transformational Experiential Culinary and Wine Tourism in Chianti Italy," Sustainability, MDPI, vol. 14(12), pages 1-14, June.
    8. Vasco Santos & Paulo Ramos & Nuno Almeida & Enrique Santos-Pavón, 2020. "Developing a Wine Experience Scale: A New Strategy to Measure Holistic Behaviour of Wine Tourists," Sustainability, MDPI, vol. 12(19), pages 1-16, September.
    9. Guillermo Vázquez Vicente & Victor Martín Barroso & Francisco José Blanco Jiménez, 2021. "Sustainable Tourism, Economic Growth and Employment—The Case of the Wine Routes of Spain," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    10. Ehm Laura, 2023. "Wine tourism experiences: A collaborative approach to implementing customer-centric offerings," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 15(3), pages 239-250, October.
    11. Melewar, T.C. & Skinner, Heather, 2020. "Territorial brand management: Beer, authenticity, and sense of place," Journal of Business Research, Elsevier, vol. 116(C), pages 680-689.
    12. Rangson Chirakranont & Sirijit Sunanta, 2021. "Applications of Experience Economy in Craft Beer Tourism: A Case Study in Thailand’s Context," Sustainability, MDPI, vol. 13(18), pages 1-23, September.
    13. Duygu Akdevelioglu & Selcan Kara & Victor Perotti, 2024. "The impact of consumer personality and social network position on brand community engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 235-250, May.
    14. Tan Vo-Thanh & Mustafeed Zaman & Trung Dam-Huy Thai & Rajibul Hasan & Dagnachew Leta Senbeto, 2024. "Perceived customer journey innovativeness and customer satisfaction: a mixed-method approach," Annals of Operations Research, Springer, vol. 333(2), pages 1019-1044, February.
    15. Elisabeth Kastenholz & Diana Cunha & Ainhize Eletxigerra & Mariana Carvalho & Isabel Silva, 2022. "The Experience Economy in a Wine Destination—Analysing Visitor Reviews," Sustainability, MDPI, vol. 14(15), pages 1-19, July.
    16. Sallaku, Karolina & Avloniti, Anthi & Magrizos, Solon & Vilamová, Šárka & Massis, Alfredo De, 2025. "Consumer Behaviour in Growth Hacking: Developing and Validating the Shareability Construct," Journal of Business Research, Elsevier, vol. 189(C).
    17. Mkono, Mucha, 2020. "Eco-hypocrisy and inauthenticity: Criticisms and confessions of the eco-conscious tourist/traveller," Annals of Tourism Research, Elsevier, vol. 84(C).
    18. María Andrade-Suárez & Iria Caamaño-Franco, 2020. "The Relationship between Industrial Heritage, Wine Tourism, and Sustainability: A Case of Local Community Perspective," Sustainability, MDPI, vol. 12(18), pages 1-21, September.
    19. Cristiana Vîlcea & Mihaela Licurici & Liliana Popescu, 2024. "The Role of Websites in Promoting Wine Tourism: An Evaluation of Romanian Wineries," Sustainability, MDPI, vol. 16(15), pages 1-21, July.
    20. Xujia Wang & Billy Sung & Ian Phau, 2024. "How rarity and exclusivity influence types of perceived value for luxury," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 576-592, November.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8149-:d:598497. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.