Abstract
Social media (SM) plays an increasingly important role in small and medium businesses, including wineries. However, little is known about the managerial adoption and use of SM by wineries. This study aims to understand wineries’ SM usage by analysing their strategic objectives of SM usage and main differences in relation to their SM usage, as well as establishing factors contributing to SM usage. The unified theory of acceptance and use of technology (UTAUT) framework (performance expectancy, effort expectancy, social influence, and facilitating conditions) is discussed together with additional explanatory factors relevant in the studied context (attitude toward SM, self-efficacy, and anxiety). A quantitative survey of 78 wineries from the Alsace wine region of France was conducted. The results show that SM is currently used by a majority of wineries, but that strategic alignment is missing. There are significant differences in SM usage according to winery size, export orientation, and winemakers’ profiles. The results also confirm that wineries need resources and knowledge to use SM more extensively.
Highlights
Social media (SM) plays an increasingly important role in small and medium businesses, including wineries
Even if some use it rarely, 85.9% of winemakers already use SM, and only 14.1% are completely abstinent from these communication media
It is evident that some SMs are not used by winemakers
Summary
Social media (SM) plays an increasingly important role in small and medium businesses, including wineries. The unified theory of acceptance and use of technology (UTAUT) framework (performance expectancy, effort expectancy, social influence, and facilitating conditions) is discussed together with additional explanatory factors relevant in the studied context (attitude toward SM, self-efficacy, and anxiety). Thousands of wineries around the world are using their websites and SM tools to sell wine online [9]. This online presence allows wineries to provide consumers with information, facilitate sales [4,10,11], and manage relationships with wine consumers [4,6,10,11,12] and wine tourists [3,13,14]
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