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Journal article 1 Citations Peer Reviewed

Promoting Wine on the Internet

Santos, J. Freitas
ISLA — Instituto Politécnico de Gestão e Tecnologia
International Journal of Online Marketing, Volume 1, Issue 4, 2011, pp. 48–63
DOI: 10.4018/ijom.2011100104

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Abstract
This study examines the content of Portuguese wine blogs and addresses two main questions: (i) which content and design elements of Portuguese wine blogs have more impact on the promotion of wine, and (ii) how can the content and design quality of wine blogs be assessed and improved. To answer these questions, a number of features of wine blogs are examined, and an initial attempt is made to describe the profile, uses and practices of Portuguese wine bloggers. Strong correlations were found between performance measures (posts, comments and traffic). In addition, it was found that one of the main marketing features that bloggers can offer was in rating wines. On the other hand, presentation features were found to account for very little regarding the performance of the blog. Finally, accessibility features, such as cross-references and RSS/Feeds that tend to increase blog traffic, are only used by a minority of Portuguese bloggers.

Keywords

#wine promotion #Portuguese wine #blog content #blog design #blog traffic #wine ratings #RSS feeds #cross-references #Digital marketing #Wine #Portuguese #RSS #Promotion (chess) #Advertising #The Internet #Presentation (obstetrics) #Quality (philosophy)

Bibliographic Details

Publication Type Journal article
Publication Year 2011
Journal / Conference / Work International Journal of Online Marketing
ISSN 2156-1745
Volume / Issue Vol. 1 (4)
Pagination pp. 48–63
Publication Status Published

ISLA Authors & Affiliations

J
José de Freitas Santos
430jfsantos@gmail.com ID: 391D-E3FB-7B08
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