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

@inproceedings{Foster2017TheRO,
  title={The role of social media in artisanal production: a case of craft beer},
  author={Derek Foster and Ben Kirman and Conor Linehan and Shaun W. Lawson},
  booktitle={MindTrek},
  year={2017}
}
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… CONTINUE READING