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Wine marketing in Sweden and Poland: Building trust in social media
Józef Piłsudski University of Physical Education in Warsaw, Warsaw, Poland.ORCID iD: 0000-0001-8273-2229
Halmstad University, School of Business, Innovation and Sustainability.ORCID iD: 0000-0001-6363-7066
2023 (English)In: Privacy, Trust and Social Media / [ed] Joanna Paliszkiewicz; Kuanchin Chen; Jerzy Gołuchowski, New York, NY: Routledge, 2023, 1, p. 173-185Chapter in book (Refereed)
Abstract [en]

This chapter discusses the use of social media (SM) and trust-building in the marketing of two emerging wine countries, Poland and Sweden. Hitherto, research on social media usage in the wine sector focuses on established wine producers and wine tourism destinations in the major wine-producing countries. Moreover, research on trust-building in online communication in the wine sector is highly fragmented and focused mostly on e-commerce. We extend and expand the social exchange theory, the theory of reasoned action, and the ABI model of trust when explaining trust-building in SM. The empirical material is based on the social media activities (Facebook and Instagram) of the vineyards. The findings suggest that most vineyards in Sweden and Poland have a profound interest and competence in wine production from the technical side, but lack knowledge regarding SM communication. The Swedish government alcohol retail monopoly does not allow cellar-door sales, which reduces the perceived profits of using social media for marketing the products. Notwithstanding, it is of utmost importance that the wine sectors in Poland and Sweden learn how to use social media for communication and trust-building with stakeholders – after all, it does not matter how good the product is if nobody knows about it. © 2024

Place, publisher, year, edition, pages
New York, NY: Routledge, 2023, 1. p. 173-185
Series
Routledge Studies in Trust Research
Keywords [en]
Wine marketing, sustainability, Sweden, social media
National Category
Business Administration
Research subject
Smart Cities and Communities, PROACTS; Smart Cities and Communities
Identifiers
URN: urn:nbn:se:hh:diva-52017DOI: 10.4324/9781003368700-17Scopus ID: 2-s2.0-85179202160ISBN: 9781032437491 (print)ISBN: 9781032437514 (print)ISBN: 9781003368700 (electronic)OAI: oai:DiVA.org:hh-52017DiVA, id: diva2:1812079
Available from: 2023-11-15 Created: 2023-11-15 Last updated: 2023-12-22Bibliographically approved

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CiteExportLink to record
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Citation style
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