This thesis is intended to examine the general significance of the social networking site Instagram in corporate marketing to subsequently highlight its importance for the wine industry. Besides extensive theoretical research, an online survey was conducted to de-termine the current degree of implementation. The survey was conducted among wineries in the wine-growing region of Saale-Unstrut with the aim of analysing their experiences and perceptions of marketing via social media and Instagram. Furthermore, three other wineries were identified that had already firmly integrated Instagram into their marketing program. Their experiences and opinions were then compared with the approaches of the wineries domiciled in Saale-Unstrut. From these theoretical and practical findings, a rec-ommendation for action was developed, which should make it easier for wineries to suc-cessfully start and use Instagram in marketing in the future. The thesis ultimately supports the need to integrate Instagram - as an attractive element - into the marketing mix. Espe-cially in the wine industry there is a lot of untapped potential that ought to be exploited by more businesses. Nevertheless, this subject also offers a lot of potential from a scien-tific perspective. Alongside with a representative examination of the results presented, it is also worthwhile to study the perspective of customer perceptions of wine advertising via Instagram.:1 Introduction
1.1 Meaning of the Topic and Problem Statement
1.2 Aim of the Work
1.3 Methodical Approach
1.4 Structure of the Thesis
2 Delimitation of Social Media and Social Networking Sites
2.1 Social Media
2.2 Social Media Marketing
2.3 Social Networking Sites
3 Portrait of Instagram
3.1 Development of the Platform
3.2 Strategic Distinction from other Social Networking Sites
3.3 Analysis of the User Structures
3.4 Relevance to Corporate Marketing
3.5 Marketing Approaches on Instagram
4 Marketing in the Wine Industry
4.1 Wine and the Marketing Mix
4.2 Digital Wine Marketing
5 Use of Instagram in Wine Marketing
5.1 Survey Design and Procedure
5.2 Results
5.3 Reference Group
5.4 Discussion
6 Guidance for the Use of Instagram in the Marketing of Wines
6.1 Planning
6.2 Implementation
6.3 Evaluation
7 Conclusion, Critical Reflection and Suggested Future Research
| Identifer | oai:union.ndltd.org:DRESDEN/oai:qucosa:de:qucosa:75746 |
| Date | 17 August 2021 |
| Creators | Frölich, Julia |
| Contributors | Hochschule für Technik, Wirtschaft und Kultur (FH) Leipzig |
| Source Sets | Hochschulschriftenserver (HSSS) der SLUB Dresden |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/acceptedVersion, doc-type:bachelorThesis, info:eu-repo/semantics/bachelorThesis, doc-type:Text |
| Rights | info:eu-repo/semantics/openAccess |
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