A KÖZÖSSÉGI MÉDIA ESZKÖZÖK HASZNÁLATA ÉS AZ ÜZLETI HÁLÓZATOKBAN VALÓ RÉSZVÉTEL A BALATON-FELVIDÉKI BORÁSZATOKNÁ

Abstract

Demand for quality wines has increased in Hungary in recent years, but per capita wine
consumption has declined. People are living in a digital age, and the time is right to invest in
resources to connect to the digital environment. Although personal relationships and events
play an important role in wine sales, it is important that the appropriate social media tools are
selected for a particular type of communication. The aim of this research is to examine the
marketing activities and the use of social media in the wineries operating in the Balaton
Uplands. To investigate whether there is a difference in the use of social media between smaller
and larger wineries. Assess which business networks the research wineries belong to, what are
the driving and retention forces associated with entry. Structured interviews were conducted
with a total of 10 companies.