The role of social media in artisanal production: A case of craft beer

Derek Foster, Ben Kirman, Conor Linehan, Shaun Lawson

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

3 Citations (Scopus)

Abstract

We present craft beer as part of an artisan industry case study that demonstrates how the use of social media creates a community narrative that engages both producer and consumer around the artisanal produce and its values. In contrast to mass drinks production, the past decade has seen a resurgence in specialist artisan 'craft beer' producers, making niche, high-quality products. Specifically, we examine the craft beer industry's use of digital technologies as a way of engendering bilateral consumer engagement with their products, and how it can influence brewing practices and support in-The-field quality control. A qualitative approach, using grounded theory, was undertaken to understand the digital relationships between key stakeholders in the craft beer community, including craft brewers, retailers, bloggers, and fans, through a series of interviews, ethnographies, focus groups, and public events. Our analysis reveals future design considerations for these stakeholders, with findings supporting the design of future interactions that can further strengthen the relationship between small, artisan industries and their consumers.

Original languageEnglish
Title of host publicationProceedings of the 21st International Academic Mindtrek Conference, AcademicMindtrek 2017
PublisherACM
Number of pages10
Volume2017-January
ISBN (Electronic)9781450354264
DOIs
Publication statusPublished - 20 Sep 2017
Event21st International Academic Mindtrek Conference, AcademicMindtrek 2017 - Tampere, Finland
Duration: 20 Sep 201721 Sep 2017

Conference

Conference21st International Academic Mindtrek Conference, AcademicMindtrek 2017
CountryFinland
CityTampere
Period20/09/1721/09/17

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