Organic Wine as an Instagram Star Using Design Thinking Approach

Kód výsledku v 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>

Výsledek na webu

<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

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Jazyk výsledku

angličtina

Název v původním jazyce

Organic Wine as an Instagram Star Using Design Thinking Approach

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Organic Wine as an Instagram Star Using Design Thinking Approach

Popis výsledku anglicky

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

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Transdisciplinary Case Studies on Design for Food and Sustainability 1st Edition

ISBN

9780128178218

Počet stran výsledku

22

Strana od-do

211-232

Počet stran knihy

352

Název nakladatele

Woodhead Publishing - Elsevier

Místo vydání

Roma Tre University, Rome, Italy

Kód UT WoS kapitoly

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