The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis

Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing hemselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysis and AGIL methods were applied. The results show five Key-findings within specific relationships established during discussions: advice from Wine Influencers and generalized reciprocity in relationships; structural and social bonds established based on the frequency of messages from regular followers; peer-to-peer relationship development through recommendation; development of trust established through online relationships; wine influencer’s influence on followers regarding everything about the wine. The study derives a model that explains the communication dimensions used by WIs that are: advertising (information about product/brand) (35.71%); persuasion—added value to brand and product (42.62%); brand democratization (10.07%); and identity (8.03%). This study provides a novel contribution to the open innovation process of small and medium-sized wine industries for their marketing strategies.