How wine marketers can use social media network analysis to assess, develop, and leverage their social media network presence: An example using the search term "penfolds" and the social media sites Twitter and Instagram

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Title

How wine marketers can use social media network analysis to assess, develop, and leverage their social media network presence: An example using the search term "penfolds" and the social media sites Twitter and Instagram

Content partner

Lincoln University

Collection

Lincoln University Research Archive

Description

Purpose: The primary purpose of this paper is to introduce some visual/graphical methods to wine marketers and wine marketing researchers that can be used to assess a firm’s participation and presence in their social media network. The parallel purpose is to approach the explanation in such a way that a wine marketer or wine marketing educator may be comfortable enough to try and use the techniques for their wine business or in the classroom. As such, the format follows a step-by-step approac...

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Format

Research Paper

Research format

Conference paper

Date created

2017-07

Creator

Dean, David / Forbes, SL

URL

https://hdl.handle.net/10182/9871

Related subjects

social media / network analysis / sociograms / wine / marketing / strategy

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