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Influences of M-commerce and Social Media on Wine Purchases: A Multi-Cultural Study

Pelet, J, Lecat, B, Khan, J, Lee, L, Vigar-Ellis, D, MC Gary-Wolf, M, Rundle-Thiele, S, Kavoura, N, Katsoni, V and Wegmann, A (2014) Influences of M-commerce and Social Media on Wine Purchases: A Multi-Cultural Study In: 8th Academy of Wine Business Research Conference, 2014-06-28 - 2014-06-30, Germany.

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Wine shoppers may transition effortlessly back and forth between the real an d digital worlds, using their mobile phones to research products, consult with friends near and far, compare prices, and order online. It may behoove wine marketers to engage with consumers in both the real and digital worlds. While the wine industry has been adopting online marketing and e-commerce, research into the potential of mobile (m)-commerce has not yet been undertaken. This exploratory study examines how consumer behavior is shaped by the use of mobile devices and social media and consumer expectations about m-wine purchasing. This study of 2853 respondents from six countries examines the characteristics of mobile users regarding several variables: use of mobile phone -wine purchase and consumption -m-wine purchasing. The survey research was conducted using both online and personal questionnaires. Our findings show that mobile phone usage and m-wine purchasing differed by country. Different ways of selling are observed and results show that small and medium sized winemaking companies may wish to consider mobile platforms in their strategy to advertise market, promote and sell more wine. Results show that m-commerce websites/applications using social media offer potential for wine marketers. Implications for the international wine industry are detailed. Limitations and suggestions for future research are discussed

Item Type: Conference or Workshop Item (UNSPECIFIED)
Divisions : Surrey research (other units)
Authors :
Pelet, J
Lecat, B
Lee, L
Vigar-Ellis, D
MC Gary-Wolf, M
Rundle-Thiele, S
Kavoura, N
Katsoni, V
Wegmann, A
Date : 30 June 2014
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:32
Last Modified : 23 Jan 2020 15:01

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