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

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

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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.

Keywords:artisan industries, sharing economy, peer economy, social media, craft beer, HCI
Subjects:G Mathematical and Computer Sciences > G440 Human-computer Interaction
Divisions:College of Science > School of Computer Science
ID Code:28010
Deposited On:18 Jul 2017 18:10

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