Social media usage among micro and small winery businesses in a 'niche' market: a case study

Abstract

The recent emergence of internet-based applications has revolutionised the field of communication. The increasing impact of social media illustrates the potential but also the dilemma for businesses to fully embrace this communication tool. A growing body of research addresses the potential of social media in various contexts and business environments, including wine marketing, or wine tourism. The present study contributes to this body of knowledge, by examining usage of social media among micro and small wineries located in various countries through the lens of interactivity theory. The views of winery owners and managers and those of representatives of two regulatory councils and one wine association were gathered. Although there is strong recognition regarding the potential of social media in their sector, most respondents are currently not using social media, or to a very limited extent. The study discusses the implications of the findings and suggests avenues for future research.