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THE IMPORTANCE OF DIGITAL MARKETING FOR WINERIES AND DEVELOPMENT OF WINE TOURISM: CASE STUDY OF SERBIA

The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.