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Purpose The potential influence of consumer generated communication in the form of online discussion fora has been overlooked by marketers. The purpose of this paper to explore the content of discussion and the relationships between posters on social networks using the wine sector as the research basis. Design/methodology/approach The paper examines the current usage of discussion fora by wine enthusiasts through a netnographic approach. A non‐probability purposive sample of wine discussion fora in three countries is employed to determine the content and style of the contributions posted. Findings The paper indicates that individuals within fora develop relationships with each other, the network itself and brands. Such relationships are predicated on trust between members, shared interests and experiences and relationships with the brands that they discuss. These relationships can develop into strong bonds and even evolve into offline activities. Research limitations/implications The paper is an exploratory study with a sample limited to one product type and thus generalisation is difficult. Practical implications The paper outlines the strength and types of relationships between social network members. It demonstrates how netnography can provide insights into consumer behaviour and relationships between consumers and products. Marketers should consider the content of discussion fora as a valuable resource for learning about contemporary consumer communication and appreciate the power of peer‐to‐peer online relationships. Originality/value The paper uses a novel, but accepted, research method to discover useful insights into consumer perceptions and behaviour.
Quinton et al. (Sat,) studied this question.