Wine on Facebook: A Look at Millennials’ Wine Information Search

Lindsey M. Higgins · Marianne McGarry Wolf · Mitchell J. Wolf

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Wine Industry and Tourism Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

A survey collected information related to Millennials’ wine purchasing behavior, and their wine information search process. Approximately 30% of the sample reported using Facebook as a source of information on wine. Millennials that report using Facebook for information about wine are more likely to engage with multiple social media platforms and are more apt to use technology for information. Those who use Facebook for wine information are more likely to drink wine at a party, purchase more wine each month, and spend more on wine each month. These Facebook Millennials are more likely to consider varietal when purchasing wine and are more likely to consider themselves wine enthusiasts. In addition, they are more likely to focus on the convenience of wine packaging alternatives. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

2010Generation M2: Media in the Lives of 8- to 18-Year-Olds 2010Generation M2 : Media in the Lives of 8- to 18-year-olds 2014Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement 2019Journal of Food Distribution Research 2005Using Social Psychology to Motivate Contributions to Online Communities 2010Marketing to the Generations 2008Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation 2012Millennial wine consumers: Risk perception and information search

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