LAUSR

Abstract Despite the growing popularity of social media as a platform for communication, little research explores the use of communication within these platforms from both the brand and consumer perspective. This research provides an in-depth investigation of Australian wine brands active on social media. The research employs two studies, consisting of netnography and in-depth interviews. Three main communication orientations are found to elicit different responses amongst consumers, impacting factors including brand recall, relationship building, brand personality perceptions, sense of community, and product performance perceptions.