Wineries communication strategies. A text mining analysis

The digital literacy that has developed in recent decades resulted internet playing an important role the communication of wineries. Business websites, initially used as exhibitor products, quickly became one most tools to implement strategies successfully place wine product a competitive market. purpose this study is analyse major Italian wineries websites through textual statistics and text mining methods provide evidence on storytelling device adopted by these companies promote brand themselves. information contained selected businesses Northern, Central Southern Italy, been analysed three steps. first consisted investigating categories with which contents were organized, second step involved examining contents’ word clouds are useful for qualitative analysis similarities differences found different areas. Finally, formalized, reconstructing structure concepts underlying models areas examined. results demonstrate considerably approaches While Italy focus concerning company, North South, more attention given production territory respectively. Thanks it was also possible expose construct basis narratives wineries, followed typical strategy