BIO Web Conf.
Volume 15, 201942nd World Congress of Vine and Wine
|Number of page(s)||5|
|Section||Economy and Law|
|Published online||23 October 2019|
On the effects of storytelling on wine price
1 University of Foggia, Department of Sciences of Agriculture, Food and Environment, via Napoli 25, 71122 Foggia, Italy
2 University of Foggia, Department of Humanities, via Arpi 176, 71121 Foggia, Italy
Thanks to the new developments of internet technology and social media, communication is giving consumer newfound awareness. Additionally, thanks to the technological development, the modern consumer is getting always more informed and interactive, both with other consumers and brands. He requires traditional products to be experience-based, with strong links to local culture and tradition. Storytelling based marketing is having strong impact on brand loyalty and emotional connections of consumers to wine. The study presents a review of the literature on food&wine storytelling and social media use, and draws hypotheses to the study of the wine marketing for the future.
© The Authors, published by EDP Sciences, 2019
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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