In past couple of years, social media has shaped the way of communication between brands and consumers and has opened the door for more interactive, personalized and engaging marketing strategies to increase not only brand awareness but also to build stronger customer-brand relationships that lead to brand loyalty.
There is a lot of literature on engagement in brand-related online content and social media. Yoshida et al. define brand-related social media engagement as a voluntary contribution of an individual to the interaction between her/his favourite brand and other fellow brand users by sharing information, activating and co-creating content related to the specific brand. A customer’s voluntary contribution that is brand and/or product related is known as consumer engagement.
Wine is often consumed within a social gathering. The product can be easily approached by engaging intuitive senses like the sense of taste and sense of smell. Therefore, it is a product to effortlessly strike up a conversation, get emotionally involved with, and exchange impressions within a social group. Consumers are very likely to have an opinion about the wine they tasted and are often enthusiastic to share it. This makes a wine-related brand seem predestined to gain from social media and might create new beneficial opportunities in the wine industry. Social media enables brands to communicate on more layers and give the customer insights into the business’ history, philosophy and values in combination with descriptive information about the product/brand itself. Interactive environments on social networking sites enable a two-way communication between consumers and brands which has a positive impact on the brand relationship, trust and also brand loyalty.
The paper is structured the following way. The first section (the research question) gives more detail on the topic and identified research gaps in the literature. The methodology summarizes the specific ways research has been concluded for this paper. The focal point lies in the literature review and analysis of several case studies and findings. It summarizes and combines two main research topics, brand loyalty on social media and social media utilization in the (Austrian) wine industry. This literature review contributes to further research about specific impacts of social media on the wine industry. In this case with a focus on Austrian wine producers.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Research Question
- Methodology
- Literature Review & Analysis
- Social Media and its Growing Impact
- Brands on Social Media
- Social Media in Austria
- Social Media Engagement
- Effects of Social Media Engagement
- Social Media Community: Engagement & Trust
- Social Media Impact on Brand Loyalty
- Social Media Utilization in the Wine Industry
- Content Strategies of Wineries on Social Media
- Conclusion & Further Research
- Table of Content BA II
- Timetable/Project Plan BA II
- Bibliography
- ANNEX
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper explores the impact of social media on strengthening brand loyalty, specifically within the Austrian wine industry. The objective is to determine if the utilization of social media by Austrian wine producers contributes to increased consumer loyalty. The paper aims to identify and analyze successful social media strategies that foster brand loyalty, investigate how brand loyalty influences purchasing behavior, and examine the potential for social media to reach new customer segments.
- Impact of Social Media on Brand Loyalty
- Social Media Engagement Strategies in the Wine Industry
- Brand Loyalty and Customer Behavior
- Social Media Marketing in the Austrian Wine Sector
- Potential for Reaching New Customers through Social Media
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter provides an overview of the growing impact of social media on brand communication and its role in building stronger customer-brand relationships. It highlights the significance of social media engagement in fostering brand loyalty and introduces the unique characteristics of the wine industry in relation to social media.
- Research Question: This chapter defines the research question, which focuses on the influence of social media on strengthening consumer-brand loyalty for Austrian wine producers. It identifies a research gap related to the lack of literature examining social media utilization in the Austrian wine industry and its impact on brand loyalty.
- Methodology: This chapter outlines the specific research methods employed in the paper, emphasizing the use of a literature review and analysis of case studies and findings. It emphasizes the role of international research on social media and its impact on brand loyalty in informing the study.
- Literature Review & Analysis: This section delves into the existing literature on social media and its impact on brand loyalty, exploring concepts such as brand-related social media engagement, consumer engagement, and the potential of social media to build trust and loyalty. It examines specific case studies and findings from other countries, particularly Germany, to provide context for the Austrian wine industry.
- Social Media Engagement: This chapter discusses the significance of social media engagement in building stronger brand relationships and its potential to influence customer behavior. It examines the impact of various social media engagement strategies on brand loyalty and explores the role of social media in creating a sense of community and trust between brands and consumers.
- Social Media Impact on Brand Loyalty: This chapter explores the specific ways in which social media can influence brand loyalty. It investigates how social media can be used to create a stronger brand identity, encourage customer interaction, and ultimately lead to increased loyalty. This chapter explores the potential for social media to reach new customer segments and foster long-term relationships.
- Social Media Utilization in the Wine Industry: This chapter focuses on the specific applications of social media within the wine industry, including case studies of wineries and wine regions. It examines the various social media strategies used by wineries to reach consumers, build brand awareness, and promote their products.
- Content Strategies of Wineries on Social Media: This chapter delves into the specific content strategies employed by wineries on social media. It examines how wineries leverage visual content, storytelling, and interactive engagement to connect with consumers and build relationships. This chapter provides insights into the effective use of social media to promote brand value and engage consumers.
Schlüsselwörter (Keywords)
The key focus of this research paper lies on the intersection of social media, brand loyalty, and the Austrian wine industry. The paper explores the impact of social media on building stronger customer-brand relationships, examining how social media engagement, trust, and community building influence brand loyalty. It specifically investigates the application of social media marketing strategies in the Austrian wine sector, aiming to identify effective approaches for promoting brand value and reaching new customer segments.
- Quote paper
- Melanie Hahn (Author), 2018, Impact of Social Media on Strengthening Brand Loyalty in the Austrian Wine Industry, Munich, GRIN Verlag, https://www.grin.com/document/433231