Abstract
Thanks to the new developments of internet technology and social media, communication is giving consumer newfound awareness. Additionally, thanks to the technological development, the modern consumer is getting always more informed and interactive, both with other consumers and brands. He requires traditional products to be experience-based, with strong links to local culture and tradition. Storytelling based marketing is having strong impact on brand loyalty and emotional connections of consumers to wine. The study presents a review of the literature on food&wine storytelling and social media use, and draws hypotheses to the study of the wine marketing for the future.
Highlights
The study presents a review of the literature on food&wine storytelling and social media use, and draws hypotheses to the study of the wine marketing for the future
As argued by Forbes et al [36], social media platforms include those developed for social networking, text messaging, podcasts, wikis, blogs, photo sharing, streaming videos and online forums
Literature shows that emotional involvement, creates bonds between product/brand and customers
Summary
The growing globalisation of markets has brought to an increase of the price-driven competition in the agri-food sector. At the meantime, both internet and social media marketing are growing fast, and they are replacing traditional forms of marketing and advertising, like magazines or newspapers. Thanks to the technological development, the modern consumer is getting always more informed and interactive, both with other consumers and brands. He requires traditional products to be experiencebased, with strong links to local culture and tradition. A new concept has come up, that of an “experience” product [1]
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