Agroeconomia Croatica, Vol. 12 No. 1, 2022.
Professional paper
Possibilities of applying netnography on the Balkan wine sector
Uroš Valčić
Vlade Zarić
orcid.org/0000-0002-8345-0327
; Poljoprivredni fakultet, Sveučilište u Beogradu, Nemanjina 6, Beograd, Republika Srbija
Abstract
This research deals with the observation and analysis of the presence of selected Balkan wineries in the digital environment. A representative sample was taken, consisting of small, medium and large wineries from Slovenia, Croatia, Serbia and North Macedonia. The analysis of presence in the digital world is conducted by applying netnography, which means the observation and analysis of social groups or phenomena in the digital world. Netnography is derived from ethnography and represents a qualitative method that uses Internet search to collect dana. The aim of this research is to show the existence of selected Balkan wineries in the digital world through the existence of a website, as well as the importance of this presence in order to bring potential customers closer. It was found that all large wineries from these countries, with the exception of one from Croatia, are present in the digital sphere with the existence of a website. Of the total number of medium-sized wineries in these countries, most medium-sized wineries have their own website and as for the total number of small wineries in all countries, just over half of them have a website.
Keywords
netnography, digital marketing, Balkan wineries, website
Hrčak ID:
280456
URI
Publication date:
30.6.2022.
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