Social Media Lessons From The Publishing Industry

Napoli, Social Media and the Public Interest: Media Regulation in the Disinformation Age (2019) hereinafter Social Media and the Public Interest. Other proposals may not use the precise phrase “public interest,” but their contents are similar in form to old public interest-based concepts, as with Senator Josh Hawley’s (R-MO. Strangely enough, this situation has worked in favor of the publishing industry. People understand the need to receive reliable information from a source they can trust. Social media plays a big role in the professional lives of indie authors. For them, using social media is the main promotion line for their publications format com 다운로드.

Abstract

Purpose

The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image.

Social Media Lessons From The Publishing Industry

Design/methodology/approach

The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget.

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Findings

The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a business's strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the impact on the business's strategic objectives.

Research limitations/implications

The applied research approach should be extended to other business typologies and wine-producing countries to allow the generalisation of results. In addition, the monitoring period should be extended to confirm the reliability of results.

Originality/value

The applied methodology can be adopted more broadly, and it underlines managerial implications that can be extended to the rest of the Italian wine industry, as well as to the parts of the wine sector that are dominated by the presence of SMEs.

Keywords

Citation

Capitello, R., Agnoli, L., Begalli, D. and Codurri, S. (2014), 'Social media strategies and corporate brand visibility in the wine industry: Lessons from an Italian case study', EuroMed Journal of Business, Vol. 9 No. 2, pp. 129-148. https://doi.org/10.1108/EMJB-10-2013-0046

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