Publication Date:
2017
abstract:
Wine’s cultural identity is linked to authentic experiences, valued by the modern consumer because they
represent a particular geographical area tradition, heritage, culture, ethnic variety, and identity. The
presence in this industry of many family businesses well describes the strong relationship between the
product and the terroir. The purpose of this work is to identify online communication models and wine
family business (FB) and wine no family business (NFB) implemented strategies, to discover and
describe the distinctive elements, deriving from the family participation in the business. The content of
their websites has been analyzed through the content analysis, using text mining (words associations
analysis). There were also highlighted the differences and the similarities between the FB and NBF online
communications.
represent a particular geographical area tradition, heritage, culture, ethnic variety, and identity. The
presence in this industry of many family businesses well describes the strong relationship between the
product and the terroir. The purpose of this work is to identify online communication models and wine
family business (FB) and wine no family business (NFB) implemented strategies, to discover and
describe the distinctive elements, deriving from the family participation in the business. The content of
their websites has been analyzed through the content analysis, using text mining (words associations
analysis). There were also highlighted the differences and the similarities between the FB and NBF online
communications.
Iris type:
4.1 Contributo in Atti di convegno
Keywords:
Family Business; No Family Business; Wine industry; Brand Identity; Family Brand; Content Analysis; Text Mining; Online Communication; Company Website; Online Strategy
List of contributors:
Iaia, Lea; Fait, MONICA MARIA ELENA; Scorrano, Paola; Cavallo, Federica; Maizza, Amedeo
Book title:
Global and national business theories and practice: bridging the past with the future