Book Chapters by Rebecca Dolan
Journal Articles by Rebecca Dolan
Purpose -This paper examines the adoption of social media technologies across the Australasian wi... more Purpose -This paper examines the adoption of social media technologies across the Australasian wine industries, how wineries are using social media, and the issues that limit adoption. Design/methodology/approach -Data for this exploratory study was obtained from a survey of wineries across Australia and New Zealand. Findings -The level of social media adoption by wineries is the same across both nations (65%), with Facebook and Twitter being the most adopted platforms. Wineries are predominantly utilising social media to communicate and provide event information to existing customers, as well as to advertise and gain new customers. Originality/value -This study adds to current knowledge regarding the use of social media in the wine industry, including a comparison of the use across Australasian wineries to wineries in other nations. It also identifies the main barriers affecting the use of social media by wineries; time constraints, effectiveness, and lack of knowledge.
The proliferation of social media platforms and corresponding consumer adoption in recent years h... more The proliferation of social media platforms and corresponding consumer adoption in recent years has precipitated a paradigm shift, significantly altering the ways customers engage with brands. Organisations recognise the social and network value of engagement within social media, and practitioners are endeavouring to build engagement through their social media content. However, theoretically based academic guidance concerning marketing practice and engagement in new media social networks is limited. This article provides a theoretical model to explicate the role of social media content in facilitating engagement behaviour within a social media context. Based on uses and gratifications theory, it provides a model for how an organisation can stimulate positively valenced engagement behaviour through social media and dissuade negatively valenced engagement behaviour in this forum. A typology of social media engagement behaviour is proposed and a series of hypotheses exploring the relationships between social media content and engagement behaviour are presented.
Conference Presentations by Rebecca Dolan
Papers by Rebecca Dolan
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Book Chapters by Rebecca Dolan
Journal Articles by Rebecca Dolan
Conference Presentations by Rebecca Dolan
Papers by Rebecca Dolan