The role of social media in artisanal production

Foster, Derek, Kirman, Ben, Linehan, Conor and Lawson, Shaun (2017) The role of social media in artisanal production. In: AcademicMindtrek 2017 - 21st International Academic Mindtrek Conference, 20th - 21st September 2017, Tampere, Finland.

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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.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Artisan industries, sharing economy, social media
Subjects:	G400 Computer Science N100 Business studies P900 Others in Mass Communications and Documentation
Department:	Faculties > Engineering and Environment > Computer and Information Sciences
Depositing User:	Paul Burns
Date Deposited:	03 Dec 2018 17:37
Last Modified:	11 Oct 2019 18:17
URI:	http://nrl.northumbria.ac.uk/id/eprint/37060

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