has robert parker lost his hegemony as a...

HasRobertParkerlosthishegemonyasaprescriptor inthewineWorld?Apreliminar inquirythroughTwitter

Raúl Compés-LópezCristinaI.Font-JulianEnriqueOrduna-Malea

Universitat Politècnica deValència

Agenda• Why the study?• Method• Results–WebSearch Trends– TwitterProfiles Comparison

• Discussion andConclusions

Why the study?• The globalization ofwine hascaused agreatdemand for information from consumers

• The value ofthe product depends on differentattributes

• Toavoid market failures apowerful industrywas created

Why the study?

www.robertparker.com thefeiringline.com

Method

RESULTS

WEBSEARCH TREND

Preliminarwebsearch trends

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RELATIVE

SEA

RCHINTERE

ST

TheWineAdvocate RobertM.ParkerJr.

Source: Google Trends

Geographicalinformation

RobertMParkerJr AliceFeiring

Source: Google Trends

TWITTERPROFILESCOMPARISON@wine_advocate VS @alicefeiring

ParkerandFeiring’s Twitterprofiles

Parker Metrics Feiring54 SocialAuthority 46

17,128 Followers 14,9274.61years Age 9.33years3,869 Tweets 13,3114,523 Likes 3,10537 Friends 1,203

Source: Followerwonk

Shared users

Distribution offollowers

Source: Followerwonk

Parker Gender Feiring36.3% Male 27.2%12.7% Female 18.1%50.9% Undefined 54.6%

Parker Language Feiring61.3% English 83.9%18.5% Spanish 4.5%6.4% French 4.4%5.6% Italian 4%

Bios Keywords

PARKER FEIRINGKeyword N Keyword NWinery 351 Winery 472

Sommelier 345 Sommelier 452Foodwine 231 Foodwine 332Finewine 210 Winefood 282Winelover 186 Winelover 157

Source: Followerwonk

Geographical TwitterLocationParker Feiring

Discussion andConclusions• ThereisadeclineinsearchinterestforRobertParker

• Twitterdoesn’tshowaclearalternative

• Thelowlevelofsharedfollowerscouldbeindicativeofdifferent(almostantagonic)positions

• Resultsshouldbetakencautiously– Futurework:addplatforms,techniquesandothercriticstothestudy

CristinaI.Fontcrifonju@upv.es @cristina_ipunto

eMarketwineCSO2016-78775-R