A KÖZÖSSÉGI MÉDIA ESZKÖZÖK HASZNÁLATA ÉS AZ ÜZLETI HÁLÓZATOKBAN VALÓ RÉSZVÉTEL A BALATONFELVIDÉKI BORÁSZATOKNÁL
USE OF SOCIAL MEDIA TOOLS AND PARTICIPATION IN BUSINESS NETWORKS BY BALATON UPLANDS WINERIES
Author(s): Zoltan HorvathSubject(s): National Economy, Business Economy / Management, Agriculture, Financial Markets, Tourism, Socio-Economic Research
Published by: Pécsi Tudományegyetem
Keywords: Balaton Uplands; winery; social media; marketing; business networks;
Summary/Abstract: Demand for quality wines has increased in Hungary in recent years, but per capita wine consumption has declined. People are living in a digital age, and the time is right to invest in resources to connect to the digital environment. Although personal relationships and events play an important role in wine sales, it is important that the appropriate social media tools are selected for a particular type of communication. The aim of this research is to examine the marketing activities and the use of social media in the wineries operating in the Balaton Uplands. To investigate whether there is a difference in the use of social media between smaller and larger wineries. Assess which business networks the research wineries belong to, what are the driving and retention forces associated with entry. Structured interviews were conducted with a total of 10 companies.
Journal: Turisztikai és vidékfejlesztési tanulmányok
- Issue Year: 7/2022
- Issue No: 2
- Page Range: 100-113
- Page Count: 14
- Language: Hungarian
