Value impact of social media: a perspective from the independent brewery sector

Abstract

The aim of this research is to develop a better understanding of how social media is shaping relationships between businesses and customers, a nd determining the value (if any) of its use in the UK independent brewery sector. The sector is characterised by splintered distribution networks; the existence of a large beer geek community; a strong camaraderie between brewers; and the social nature o f the product itself, all of which lend themselves to the use of social media. The research is positioned in relationship marketing, anchored through the principles of service dominant logic and the co creation of value, because it is concerned with custo mer interaction and involvement. Adopting an ontological position of constructivism, the methodology takes an interpretive, phenomenological approach, emphasising the subjectivity of the actors involved, and drawing on in depth, semi structured interviews with brewery owners and managers. Convergent interview techniques are used to develop themes which are then coded and sub coded for analysis purposes. An original contribution is made first through practical significance (Tracy, 2010), because it sheds light on a contemporary problem around the worth of social media as a business marketing tool, and how it can add value for small businesses. Second, through being prescient (Corley & Gioia, 2011) because the findings explore the impact of social media o n generic lifestyles and the melding of roles between social and corporate identities. Finally, the contribution is revelatory (Nicholson et al., 2018), because it 'problematises' existing social media marketing literature, challenging its use as a conven tional marketing tool, and suggesting that breweries can use social media either organically or mechanically. xiv The findings show that independent breweries engaging on social media are doing so as The findings show that independent breweries engaging on social media are doing so as part of an inclusive community, giving them presence, relevpart of an inclusive community, giving them presence, relevance and identity. In place of ance and identity. In place of large marketing budgets they are using personal social capital, and overriding the large marketing budgets they are using personal social capital, and overriding the traditional market delineations of supplier, consumer, employee, middleman, and traditional market delineations of supplier, consumer, employee, middleman, and competitor. The individual personality gives them an edge ovcompetitor. The individual personality gives them an edge over larger breweries and er larger breweries and using social media organically taps into the core of what the medium was originally using social media organically taps into the core of what the medium was originally intended for. Independent breweries are good at using social media in this way, but it intended for. Independent breweries are good at using social media in this way, but it does create tensions in terms of control, ownership and resodoes create tensions in terms of control, ownership and resourcing, and for this reason it urcing, and for this reason it cannot be claimed that social media has replaced traditional marketing in this sector.cannot be claimed that social media has replaced traditional marketing in this sector.