Social Commerce in the Wine Sector: An Exploratory Research Study of the Italian Market

Piero Mastroberardino · Flora Cortese · Miriam Petracca

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Wine Industry and Tourism Digital Marketing and Social Media Digital Innovation in Industries

Abstract

The development of Web 2.0 technologies and social media, along with the emergence of wikis, blogs, online communities, and social networks, has rapidly transformed e-commerce. This phenomenon is commonly known as social commerce, an evolution of e-commerce characterized by a strong customer orientation. The aim of this paper is to understand the support of social commerce for e-commerce. We conducted an exploratory analysis of the Italian wine market via in-depth interviews with experts in the wine business: three wine producers and three companies running an online wine business. The interviews were recorded with the consent of the interviewees and transcribed, and their content was analyzed through content analysis. In particular, an analysis grid was created, following a closed procedure, with an ex-ante definition of the categories of analysis. Our results reveal that the COVID-19 outbreak has given a significant boost to digital transformation and online purchases in the wine sector. While some operators in the sector have merely undergone this change, others have been riding the wave, trying to benefit from it.

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References

2011What Drives Social Commerce: The Role of Social Support and Relationship Quality 2012Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance 2010Deriving Value from Social Commerce Networks 2012Consumer behaviour for wine 2.0: A review since 2003 and future directions 2017Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage 2017Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine 2012Millennial wine consumers: Risk perception and information search 2013Website and Social Media Usage: Implications for the Further Development of Wine Tourism, Hospitality, and the Wine Sector

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