Work

Country-of-origin effect in big data marketing of red wine: an AI-based Bayesian analysis of user-generated content

Year: 2026

Type: article

Abstract: This study investigates the country-of-origin (COO) effect in online red wine purchasing behavior through big data analytics, providing insights into the development of digital consumption. The analysis integrates structured data, such as user-generated content and product information, with unstructured data, including grape variety characteristics, to assess their influence on online purchasing decisions. K-means cluster analysis is applied to structured data, while hierarchical cluster analysis examines grape variety information. An AI-based Bayesian model is employed to predict the likelihood of COO preferences in online red wine purchases. This research enhances the understanding of COO-driven purchasing behavior and facilitates big data marketing strategies centered on consumer behavior in online reference communities based on user-generated content.

Source: Humanities and Social Sciences Communications

DOI: 10.1057/s41599-026-07519-y

Authors: Huo Da, Wenjia Gu, Aidi Tang, Sizheng Tang

Institutions: Beijing Foreign Studies University, Central University of Finance and Economics, Hunan University

Language: English

Topic: Wine Industry and Tourism

Subfield: Tourism, Leisure and Hospitality Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,890

Funder: National Social Science Fund of China