AAWE, Economics Dept, New York University, 19 W 4th St, 6Fl., New York NY 10012aawe@wine-economics.org

AAWE Working Paper No. 92 – Business

 

Motivations and Characteristics of
International Wine Bloggers

J. Freitas Santos

Abstract

The worldwide emergence of blogs (or weblogs) has presented marketers with a new communication channel. In the wine industry little is understood about wine blogging practices and motivations. This exploratory study examines the profile, motivations and several technical and marketing features of international wine bloggers. In general, the findings suggest that international wine bloggers are a niche community, relatively young and dynamic in the world of blogs. They tended to blog for self-promotion rather than diversion, using WordPress platform, Google analytics counter and Creative Commons licence. Furthermore, this study indicates the minor role of advertisement and the practice of rating wines as a strategy to increase the profitability of the blog.

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