Analysis of Portugal´s Wine Certifying Entities Social Networks as Communication Channels

Almeida, C. M., Afonso, C. M., Serra, M., & António, N. (2023). Analysis of Portugal´s Wine Certifying Entities Social Networks as Communication Channels. In C. M. Q. Ramos, C. M. R. Sousa, N. M. S. Matos, & R. I. Ashqar (Eds.), Measuring Consumer Behavior in Hospitality for Enhanced Decision Making (pp. 121-160). IGI Global. https://doi.org/10.4018/978-1-6684-6607-0.ch007Organizations have used social media networks to build and grow virtual communities, enabling organizations to spread the word about products and services. This research analyzes the activity and effectiveness of the Facebook and Instagram pages of the Portuguese wine certifying entities between January and March 2022, using the updated PRGS (Presence, Response, Generation, Suggestion) model, updated with Engagement, Interaction, and Efficiency. Results show that Facebook stands out as the main social network for wine-certifying entities, with wider communities and more posts. However, when it comes to reactions, Instagram shows superior numbers for most wine-certifying entities’ pages. Instagram indicators show consistent and interesting results, indicating that it is a solid channel for Portuguese wine-certifying entities. These findings shed light on how to improve their online presence and have a more balanced presence on both social media platforms.authorsversionpublishe