Purpose – The rise of social media and its resultant impact on brand management has become a critical factor in guarding the reputation of the firm. Consumer‐generated content has the potential to spread rapidly over social networks and the implications are that advertising as traditionally...

Purpose – The purpose of this exploratory study was to analyze the content of influential wine blogs. Design/methodology/approach – The study used content analysis software, Leximancer, to analyze the entire contents of five influential amateur wine blogs. Findings – A key finding is that...