Masters of Wine on Twitter: presence, activity, impact and community structure

Enrique Orduña-Malea, Universitat Politècnica de València, Department of Audiovisual Communication, Documentation and History of Art.

Cristina I. Font-Julian, Universitat Politècnica de València, Department of Audiovisual Communication, Documentation and History of Art.

José Antonio Ontalba-Ruipérez, Universitat Politècnica de València, Department of Audiovisual Communication, Documentation and History of Art.

Raúl Compés-López, Universitat Politècnica de València, Department of Economy and Social Sciences.

Globalisation, Internet and social media has changed the kind of actors with influence in the wine industry and the way these actors create signals to communicate credible information about experience and trust attributes. Among the most prestigious actors of the world of wine are Masters of Wine (MW). Although initially devoted to the international trade, they have spread their activities and their opinion is every day more appreciated for producers and consumers.

The main objective of this work is to determine the degree of use of Twitter by MW. To do this, a four-dimension model (presence, activity, impact, and interaction) of determining Twitter influence was applied. All Twitter profiles belonging to MW were identified and profile data were gathered. In addition, a set of 35,653 Tweets published by MW were retrieved and analysed through descriptive statistics.

The results show MW on Twitter as high attractors (number of followers), moderate publishers (original contents published), moderate influencers (number of likes and retweets), and low interactors (number of friends and mentions to other users). These findings reveal that the MW community is not using Twitter to gain or reinforce reputation as an accredited actor in the wine industry, giving more influential space on Twitter to consumers and amateurs.

DOI: https://doi.org/10.36253/wep-9055

Read Full Text: https://oaj.fupress.net/index.php/wep/article/view/9055

--

--

--

The University of Florence is an important and influential centre for research and higher training in Italy

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Is Instagram ruining female friendships?

How Google can Buy it’s way into Social

The Simplicity of Casey Neistat Vlogs

Twitter Will Finally Stop Making Your Images Look Terrible

How To Organically Grow Your YouTube Channel — WITHOUT Buying Followers!

Onlyfans is taking over the internet!

I quit social media for 30 days and that’s what happened.

Decentralized Autonomous social networks

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
University of Florence

University of Florence

The University of Florence is an important and influential centre for research and higher training in Italy

More from Medium

A New World — Soundtrack

“It’s uncomfortable” — The Truth Of Being A Minority In Football Media

Get to Know California Individual Mandate | The ACA Times

Roe v Wade…not a babe?

Nancy Pelosi 52nd Speaker of the House of Representatives, USA.