Abstract:

Considering the visual social media diffusion, this research aims at analysing the content of the photos posted by high-end wineries on Instagram. The objective is to evaluate the opportunities in terms of communication strategies by defining content categories and their ability to create engagement. We conducted a visual content analysis of 443 pictures posted by 7 wineries. To explore the factors affecting the number of likes these pictures received, we ran a linear mixed model. Results show that most of the photos still focus on the product and just a few consider the wine in a holistic way, linking it with elements such as events, art or food. Pictures obtained more likes when the photos included the products and are positive related to the number of hashtags. Number of likes decreased if natural landscape, art or food appear in the picture.