Organic Wine as an Instagram Star Using Design Thinking Approach
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F20%3A84689" target="_blank" >RIV/60460709:41110/20:84689 - isvavai.cz</a>
Result on the web
<a href="https://www.amazon.com/Transdisciplinary-Sustainability-Publishing-Strategic-Marketing/dp/0128178213" target="_blank" >https://www.amazon.com/Transdisciplinary-Sustainability-Publishing-Strategic-Marketing/dp/0128178213</a>
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
Organic Wine as an Instagram Star Using Design Thinking Approach
Original language description
As consumers become more interested in organic wine, wine marketing practitioners are turning to social media as rich sources of data about consumers oppinions. This chapter presents an analysis of data related to organic wine that were obtained from hundreds of thousands of global users on Instagram, using the concept of design thinking and its key principles, with emphasis on consumer empathy. To be able to understand the specific segment of organic wine consumers, we have focused on Instagram. To record communication on this social media network, we used a script that indexes messages from users worldwide into a database. The script recorded messages that included the chosen hashtag, hashtag organicwine, between April 4, 2015 and November 6, 2018. During this period, the script detected 6240 messages from 4650 unique users. A sentiment analysis was implemented using a Netlytic program module, this analysis assessed adjectives used in areas related to hashtag organicwine, and the Gee Whiz Labs
Czech name
—
Czech description
—
Classification
Type
C - Chapter in a specialist book
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Transdisciplinary Case Studies on Design for Food and Sustainability 1st Edition
ISBN
9780128178218
Number of pages of the result
22
Pages from-to
211-232
Number of pages of the book
352
Publisher name
Woodhead Publishing - Elsevier
Place of publication
Roma Tre University, Rome, Italy
UT code for WoS chapter
—