Traditionally wine marketers have used advertising to inform and persuade. However, wine
marketers are realizing that relational and experiential aspects of wine consumption are
important to understand. One way to develop brand loyalty is by building brand community.
Online communities, such as those facilitated via social media sites, are now used to build
relationship though customer interactions. Online community members share product
information, knowledge, product experience, and identity. We argue that the next step in this …