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

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dc.contributor.author Foster, Derek
dc.contributor.author Kirman, Ben
dc.contributor.author Linehan, Conor
dc.contributor.author Lawson, Shaun
dc.date.accessioned 2018-07-30T12:30:35Z
dc.date.available 2018-07-30T12:30:35Z
dc.date.issued 2017
dc.identifier.citation Foster, D., Kirman, B., Linehan, C. and Lawson, S. (2017) 'The role of social media in artisanal production: a case of craft beer', Proceedings of the 21st International Academic Mindtrek Conference, Tampere, Finland, 20-21 September. doi: 10.1145/3131085.3131117 en
dc.identifier.startpage 184
dc.identifier.endpage 193
dc.identifier.uri http://hdl.handle.net/10468/6543
dc.identifier.doi 10.1145/3131085.3131117
dc.description.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. en
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher Association for Computing Machinery (ACM) en
dc.relation.uri https://dl.acm.org/citation.cfm?doid=3131085.3131117
dc.rights © 2017, Association for Computing Machinery. Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the owner/author(s). en
dc.subject Artisan industries en
dc.subject Sharing economy en
dc.subject Social media en
dc.title The role of social media in artisanal production: a case of craft beer en
dc.type Conference item en
dc.internal.authorcontactother Conor Linehan, Applied Psychology, University College Cork, Cork, Ireland. +353-21-490-3000 Email: conor.linehan@ucc.ie en
dc.internal.availability Full text available en
dc.description.version Accepted Version en
dc.description.status Peer reviewed en
dc.identifier.journaltitle Proceedings of the 21st International Academic Mindtrek Conference en
dc.internal.IRISemailaddress conor.linehan@ucc.ie en


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