This article aims to analyze the blogosphere in the context of the wine sector economy. Compared with other forms of market communication, in the specific context of this sector it is shown that the blogosphere has not played a major economic role of coordination, promotion, development, or mediation. Moreover, the analysis of the strategies of actors shows that a model of well-established activity has never emerged to impose itself durably. Blogs in their diversity have been implemented by their promoters for very different purposes, often based on trial and error.
- marketing communication