Millennials are an ever increasing segment of US wine consumers and are a generation comfortable using the Internet and social media. The purpose of this exploratory study is to examine the use of social media in wineries from five different countries, as well as to better understand which tools the Millennial generation prefers. Forty-two percent of the winery websites used at least one type of social networking tool. Most frequently used social networking tools were e-mail, Facebook, Twitter, and You Tube. This study found that Millennials prefer Facebook and LinkedIn. Implications for wineries targeting Millennials are discussed.
展开▼
