Eureka! Institutional Repository

The following study is a research effort to examine the use of Social Media by consumers to buy wine. In particular, the purpose of this work is to determine the degree of use of these new digital media in the context of finding and buying wine. In addition, the purpose of the study is to determine the reasons why consumers choose to buy these products through these networks. Regarding the research questions of this study are the following: 1. How is the degree of consumer behavior interpreted in wines in general? 2. What is the degree of internet use by consumers? 3. What is the degree of use of Social Media by consumers? 4. What is the degree of use of Social Media for finding and buying wine? 5. What is the degree of consumer satisfaction with the purchase of wine by Social Media? In order to implement the present study, two methods were used, the primary and the secondary. In the case of the secondary method, it is noted that it covers the first part of the present study, which frames data and results of other research carried out by scientific researchers. In other words, this section deals with the literature review and is based on recording the views of other research scholars. The second method is called primary and is carried out in the second part of the work, where the data are presented and the results of the personal research are analyzed. This is a sample survey, which is characterized as quantitative and is carried out through a questionnaire. The result of the research was that Social Media has encouraged and positively influenced wine consumers regarding the purchases it makes through them. The general conclusion of the study is that consumers buy wines from Social Media and are very happy with the whole process.