engleski

Social media communication in agriculture: Case study of Croatian wine market

The wine market forms a significant part of the total world agricultural market that expands and marketing changes are needed, with the aim of adapting the process of globalization and technology development. Croatia is a country with a long tradition of grape and wine production. In the last five years, there has been on increase of the agriculture areas under wineyards, and also the increase of wine production. Despite this, Croatia has continued to increase wine imports most by from neighboring countries. At the meantime, market liberalization will encourage the Croatian wine export, where the main disadvantages are inadequate branding, unsufficient Internet promotion and small production. Because of these reasons, there is a need for researching and planning the role of social media in field of wine marketing via Internet. A further idea of the paper focuses on the application of Internet technology and the techniques of wine brand communication. Information technologies nowdays are completely changed techniques of planning and implementation of e-marketing in wine industry. The new way of doing business is called „social media marketing“ as process of gaining website traffic or attention through social media sites. That results with electronic word of mouth (eWoM) what refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds etc.) about an wine event, wine product, wine brand or wine region or producer. On the other hand, the actual business benefits of this relatively new form of communication have hardly been investigated, particularly within the wine industry in Croatia. Therefore this paper has two objectives: to determine the use of social media by Croatian wine producers in function of branding (Facebook, You Tube, Twitter, Instagram, Foursquare etc.) ; and to identify wine consumer behaviour on Internet via Google Trends and Google Correlate tool. The current study provides only a snapshot of the whole Croatian wine market and branding, and will serve as platform for further researches in the future.

marketing ; Internet ; wine ; branding

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