Sip and Share: A Comparative Analysis of Winery Content Strategies on Social Media - with a focus on Tik Tok

Abstract

This thesis explores winery content strategies on social media platforms, specifically focusing on TikTok. The theoretical framework encompasses key concepts in social media marketing, digital and traditional marketing, and the nuances of wine marketing. An in-depth examination of TikTok's role within digital marketing strategies is undertaken. The core analysis involves an analysis of contents shared on TikTok and Instagram by the top 131 Italian wineries. The research aims to discern the impact of publication frequency and content type on user engagement and brand perception within the wine sector. In the final chapter, key findings from the study are distilled to offer actionable recommendations for crafting effective social media strategies tailored to the wine industry's unique dynamics and opportunities.