Literature Review: Social Media Marketing and Brazil's Wine Industry

This literature review analyzes the impact of social media practices on the wine industry in Brazil, focusing on the objectives to analyze the influence of social media marketing on the wine industry, formulate effective social media strategies, and evaluate the challenges associated with it. The review explores how internet technology and web 2.0 have changed communication dynamics, highlighting social media's integration into marketing strategies. It examines various social media platforms, including Facebook and Instagram, and strategies like personalized marketing, influencer collaborations, and customer service to enhance brand awareness and marketability. The report also addresses challenges such as regulations, changing customer preferences, and the need for tailored marketing campaigns. The conclusion emphasizes the importance of social media for building brand consciousness, engaging customers, and achieving higher market share by adapting to the evolving digital landscape.

Literature review
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Table of Contents
Chapter 1: Literature review introduction:......................................................................................3
Chapter 2: Literature review............................................................................................................4
Chapter 3: Literature review conclusion........................................................................................11
REFERENCES..............................................................................................................................12
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Chapter 1: Literature review introduction:
Social media is playing a very important part in changing the overall communication dynamics
across customers and business organization because this strategy is integrated into overall
marketing function of organisation. Social media is a position of different technology software
applications that allow various participants to swap information via internet. Social media
marketing is a basic execution of using social media platforms for the purpose of getting
exposure of products or services to get customer attention and influence their purchasing
decisions. Presently there is formation of literature review based on different aims and objectives
that are formulated as part of this research report (León-Pozo, Meraz-Ruiz, and Woolfolk-Ruiz,
2019). This is going to develop a detailed analysis of literature review and based on this further
there will be some conclusions that have to be drawn based on such associated aims and
objectives.
Aim: “To analyse the impact of social media practises on the wine industry in Brazil”. A study
on Brazil wine industry
Objectives:
1) To analyse the collision of social media marketing aspect on the functioning of wine
industry
2) To formulate various social media marketing strategies to enhance the marketability of
wine industry in Brazil
3) To evaluate various challenges associated with social media marketing aspects on
functioning of wine industry
Questions:
 What is the basic impact of social media marketing aspect on the functioning of wine
industry?
 What are some of the social media marketing strategies to enhance the marketability
of wine industry in Brazil?
 What are some of the basic challenges associated with social media marketing aspects
on functioning of wine industry?
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Chapter 2: Literature review
Literature review is basically a section of research report that deals with analysing different
perspectives based on available information. There is need to collect information from the
existing sources to further analyse such sources to reach towards relevant conclusions.
Analyse the impact of social media marketing aspect on the functioning of wine industry
As per Andrae Viana (2016), the internet technology and web 2.0 have complete changes the
communication dynamics between customers and businesses across the world. Social media
platforms have integrated into different marketing strategy (Sellitto, Vial and Viegas, 2018). The
changing nature of wine industry recognises the appropriate role of digital promotion that is a
suitable and precious tool to attain the target segment of customers, marketing managers across
large business organisation believe that social media is playing a crucial role in collecting all the
information related to customer behaviour and it has enhanced two way communications. Social
media usage in promotion extends away from just promoting the industry or using it as a
effective marketing tool. It is associated with having extension by enhancing the process of
customer engagement. The existing social media strategies have completed transformed the
present business functioning across organisations. So, there is a requirement to evaluate the
platforms that can assist businesses in dealing with the changing customer requirements (Digital
wine marketing: Social media marketing for the wine industry, 2016).
Wine is an ideal product that can be used for development of efficient social media promotion
strategies. In past times wine customers were used to approaching of traditional mediums to
generate knowledge related to different types of wine brands. But with time there have been
many other sources that are used by existing organisations for the purpose of enhancing their
sales (Vincenzi and et.al, 2018). This shift has resulted into more cost effective strategies that
can assist in the process of promotion and marketing of wine industry (Junior. and et.al, 2020)..
There have been use of various social media marketing strategies to analyse the customer risks
many statistics from Google searches have also shown that wine appears to be one the most
frequently searched key word as compared to other customer products. Many customers are
using social media strategies for wine related products. Many social media marketers are now
part of US wine industry and using it significantly to incorporate the process (Digital wine
marketing: Social media marketing for the wine industry, 2016).
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Formulate various social media marketing strategies to enhance the marketability of wine
industry in Brazil
As per view points of Marina Pasquali (2021), Brazil is one of the mainly capable emerging
markets in the wine industry across different parts of the world. The targets economy in Latin
America has an approximate whole population of approx 210 million inhabitants out of which
150 million are above the share of 20 years. That is legally allowed to drink alcoholic beverages.
There are some of the successful social media advertising strategies so as to be used for the
purpose of promoting a business through such strategies it includes facebook that is a social
media platform allow individuals to collectively communicate with others through virtual media
network. Wine brands can also use online customer reviews as an effective strategy for the
purpose of using positive word of mouth for customer reviews as an electronic word of mouth
for sharing opinions about individual experiences with their products, services or business.
Personalised marketing is a strategy that is based on focussing on personal needs of a customer.
It is used to develop brand awareness for gaining customer attention and then further
encouraging them to buy such associated profits and services to meet their unmet demands
(Santosand Naval, 2020)This personalised strategy can be very helpful for the purpose of
meeting the unmet demands of people. In wine industry this offers marketing managers are
willing to have opportunity to engage with customers. Business leaders are using the internet for
exchanging the information with target segment of customers. Some of the strategies associated
with social media marketing include using Instagram where it is all about visuals, creating social
media platform for wineries and high quality pictures. Another effective strategy is telling stories
in which there can be achievement of higher digital landscape is by telling stories. A brand’s
social media existence is a extension of company itself. For the purpose of communicating with
the winery’s audience there is needed to feel connected with the brand so that they can taste and
enjoy the glass of zinfandel for scrolling throughout the page during morning commute (Kim, .,
Moon,. and Iacobucci, 2019). It is an enormous method of establishing connecting through social
media is to tell succinct compelling about the stories off winery. Another effective social media
strategy can be of connecting with influencers where there is need to built a substantial online
following by connecting with bloggers, reviewers, thought leaders and bran ambassadors. It can
be done by sending the wines to influencers and asking them to review by collaborating won
events and products and encouraging partner vendors to mention the winery on relevant post to
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attract their present high number of followers. Aligning with the influencers is one of the cost
effective ways to exposure the brand to adueme who are hearing it for the first time. The wine
industry in brazil is facing several challenges but the upcoming events as a attractive tool can be
adopted for the purpose of highlighting the planning and other event services so that there can be
sharing of the content by caters, other vendor partners and event planners (Fregolente, Junqueira,
and Medeiros, 2019). Brazilian wine industry can also use social media provide a stellar
customer services as social media can be a used to built up a straight link among the brand and
followers that can be used to reach to brand and public posts by direct messaging.
(Source: Social Media for Wineries: 6 Ways To Use Social Channels to Increase Brand
Awareness, 2018)
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(Source: Social Media for Wineries: 6 Ways To Use Social Channels to Increase Brand
Awareness, 2018)
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One of the most crucial strategies that can be used by Brazilian wine industry by tracking the
progress of success from their marketing activities. Social media presence is very helpful for
engaging the fans through content to analyse the videos, photos and storytelling by leveraging
relationship with partners and buyers. It also helps in maximisation of present capabilities of
social media (Wine industry in Brazil – statistics & facts, 2021). For the purpose of remaining
competitive in the market and growing the business organisations in Brazil many alcoholic
brands have to focus on tailored marketing campaigns. These marketing campaigns have to be
made socially inclusive so that there can be broadening of demographic appeal and opening up
of brand towards new markets.
Evaluate various challenges associated with social media marketing aspects on functioning
of wine industry
As per views of Linchpin (2021), there are some of the channels that are faced by business
organisation. There have been some of the issues associated with small business leaders are not
able to optimise the special media as an effective advertising implement that might lead to low
brand awareness with stability aspect. There are sometimes issues associated with lack of social
media marketing strategies to endorse a business or maximise the competitive advantage (Wine
industry in Brazil – statistics & facts, 2021).
There are high amount of regulations that are one of the biggest challenges associated with the
functioning of wine industry. Apart from this there is challenge associated with new legislations
that have been developed across Brazil of buying and using cannabis that is resulting into
hampering the growth of alcoholic beverage industry. The alcohol industry is a difficult industry
where there are few challenges in the present scenario of year 2021. There are shifts that are
happening and affecting in the United States it is also leading to difficulties in having a positive
attitude towards consuming alcoholic beverages.
For the purpose of dealing with such challenges there is need to create a effective online
presence that can help in distribution of spirits wine and beer in the market as per changing
customer preferences. Some of the alcohol brands that have been created by having successful
online presence it have led to creation of strategic partnerships. There have been requirement of
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many online marketing strategies to remain competitive in the market. In 2021 customers have
become more conscious about exchange alcohol and beverages that are marketed as gender
neutral (Reis. and Molento, 2020). This trend is happening across area of the world because in
alcohol industry there has been introduction of revamped logo that depicts a female. There has
been a complete transformation in the drinking alcoholic beverage industry that is no longer male
dominated market. There is need to deal with conducting business with United States. There is
also a requirement to deal with these regulations as major dispute of doing commerce in the
alcohol industry. Many alcohol brands in Brazil require re invention that can help in dealing with
alcoholic products.
Chapter 3: Literature review conclusion
It is concluded from the above discussed literature review that there are many attractive social
media strategies can be used in wine industry of Brazil. It can be said that it helps in having a
direct link between the customers as a highly successful tool for building brand consciousness.
Social media post attain audiences in the real-time by present a variety of opportunity that can
help in having higher customer engagement. There are different platforms of social media
marketing that include Instagram, Facebook, Snapchat apart from this for connecting with
influencers across YouTube can be adopted by many alcohol brands.
There is requirement to analyse the target segment of customers based on their changing
preferences a specific medium has to be selected. Further, it is used to approach the customers in
the most unique and creative manner in order to achieve higher market share by having a
effective presence on these social media platforms (El Junusi, 2020). Social media marketing has
transformed the digital marketing strategies with different web 2.0 technologies that is used for
promoting products and services online. The wine industry has also achieved a transformation
by expanding the communication channels and using one-to-one communication as a tool to
provide customer rapid and seamless experiences. Further, there has been evolution of new
technologies that is offering new opportunities for scholars and business practitioner to explore
the communication channels and marketing practices.
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REFERENCES
Books & Journal
León-Pozo, A., Meraz-Ruiz, L. and Woolfolk-Ruiz, D.E., 2019. Wine Industry in Baja
California, Mexico: A Gender Perspective. In Cultural and Creative Industries (pp. 197-
214). Springer, Cham.
Sellitto, M.A., Vial, L.A.M. and Viegas, C.V., 2018. Critical success factors in Short Food
Supply Chains: Case studies with milk and dairy producers from Italy and Brazil. Journal
of Cleaner Production, 170, pp.1361-1368.
Santos, J.F.S. and Naval, L.P., 2020. Spatial and temporal dynamics of water footprint for
soybean production in areas of recent agricultural expansion of the Brazilian savannah
(Cerrado). Journal of Cleaner Production, 251, p.119482.
Fregolente, A., Junqueira, I. and Medeiros, P.Y., 2019. Active and wealthy Brazilian older
adults: identity and consumption motivations. Journal of Consumer Marketing.
Vincenzi and et.al, 2018. Assessment of environmental sustainability perception through item
response theory: A case study in Brazil. Journal of Cleaner Production, 170, pp.1369-
1386.
Reis, G.G. and Molento, C.F.M., 2020. Emerging market multinationals and international
corporate social responsibility standards: bringing animals to the fore. Journal of Business
Ethics, 166(2), pp.351-368.
El Junusi, R., 2020. Digital Marketing During the Pandemic Period; A Study of Islamic
Perspective. Journal of Digital Marketing and Halal Industry, 2(1), pp.15-28.
Junior. and et.al, 2020. Analysis of marketing capabilities, service differentiation and
performance of executive hotels in the State of Santa Catarina, Brazil. International
Journal of Business Excellence, 20(4), pp.451-470.
Kim, M.Y., Moon, S. and Iacobucci, D., 2019. The Influence of Global Brand Distribution on
Brand Popularity on Social Media. Journal of International Marketing, 27(4), pp.22-38.
online
Alcohol Industry Challenges & Opportunities In 2021, [online], Available through<
https://linchpinseo.com/common-challenges-facing-the-alcohol-industry/>
Wine industry in Brazil – statistics & facts, 2021 [online], Available through<
https://www.statista.com/topics/5228/wine-industry-in-brazil/#:~:text=Wine%20production
%20in%20Brazil%20reached,the%20grape%20species%20Vitis%20vinifera..
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Social Media for Wineries: 6 Ways To Use Social Channels to Increase Brand Awareness,
2018[online], Available through< https://marketing.sfgate.com/blog/6-ways-wineries-can-use-
social-media-to-increase-brand-awareness>
Digital wine marketing: Social media marketing for the wine industry, 2016 [online], Available
through<https://www.researchgate.net/publication/309469567_Digital_wine_marketing_Social_
media_marketing_for_the_wine_industry>
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