Please use this identifier to cite or link to this item: http://hdl.handle.net/1822/17874

TitleBusiness or fun? : similarities and differences between Portuguese and International wine bloggers
Author(s)Santos, J. Freitas
KeywordsWine blogs
Wine bloggers
Wine marketing
Wine business
Issue date2012
JournalManagement
Abstract(s)The worldwide emergence of blogs has presented marketers with a new communication channel. Despite the increasing growth of wine blogs little is understood about the practices and motivations of wine bloggers. This exploratory study investigates the similarities and differences of profile, uses and motivations between Portuguese and international wine bloggers. The results show significant differences in rating (rating versus non-rating) and wine samples (acceptance or not). Marginally differences were found in the blogging activity age and motivations. Similarities were found in the frequency of posts, adoption of advertising, statistical tools to measure blog traffic and licence content of the blog
Typearticle
URIhttp://hdl.handle.net/1822/17874
Peer-Reviewedyes
AccessopenAccess
Appears in Collections:NIPE - Artigos Noutras Revistas, com Arbitragem Científica

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