The acceptance or rejection of social media: A case study of Rochford Winery Estate in Victoria, Australia

Abstract

This article examines the acceptance and rejection of social media technology using rochford Winery Estate in the Yarra Valley in Victoria, Australia, as a case study. The purpose of this investigation is to examine the perceptions of the seven main social media platforms and, through in-depth interviews with rochford Winery Estate personnel, to determine if any of these platforms are actually employed to assist in increasing revenue. The results indicate that four of the seven identified platforms, being referrals, user-generated content, member profiles, and social networking, were considered worth adopting as they have the most perceived potential to assist in increasing revenue. The three rejected categories (blogs, ratings and reviews, and forums) were not seen as strong sales or marketing platforms or having direct relevance to the winery. However, the business concedes that social media may also assist in the overall marketing strategy through brand awareness. Ideally, social media would be more heavily embraced and given additional financial resources if proven increases in revenue could be obtained and overall control of their brand on the World Wide Web was achievable. The article concludes by suggesting that this winery and perhaps the wine industry are willing to embrace social media if the financial rewards outweigh the financial investment. Wine regions are generally open to cooperative marketing campaigns and there should be no difficulty in implementing social media campaigns for mutual benefit. This research may assist other wineries locally, nationally, or globally to adopt new sales techniques through social media, therefore allowing the wine industry to continue to expand and remain relevant in today's competitive environment.