2021: Just Accepted
Original Research Article

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.
Published April 14, 2021
Keywords
  • Wine,
  • Wine industry,
  • Wine experts,
  • Social media,
  • Twitter,
  • Informetrics
  • ...More
    Less
How to Cite
Orduña-Malea, E., Font-Julian, C. I., Ontalba-Ruipérez, J. A., & Compés-López, R. (2021). Masters of Wine on Twitter: presence, activity, impact and community structure. Wine Economics and Policy. https://doi.org/10.36253/wep-9055

Funding data

Abstract

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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