Masters of Wine on Twitter: presence, activity, impact and community structure
Copyright (c) 2021 Enrique Orduña-Malea, Cristina I. Font-Julian, José Antonio Ontalba-Ruipérez, Raúl Compés-López
This work is licensed under a Creative Commons Attribution 4.0 International License.
Ministerio de Economía y Competitividad
Grant numbers CS02016-78775-R
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.
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