6533b835fe1ef96bd129f4a8
RESEARCH PRODUCT
An Experiment with Facebook as an Advertising Channel for Books and Audiobooks
Grzegorz ChodakGrażyna Suchackasubject
online marketing campaignbusiness.industrysocial media marketingInternet privacyaudiobookonline bookstoreAdvertisingSocial media marketingPublishinginnovative productsSocial mediaSociologyChannel (broadcasting)Marketing campaignbusinessfacebookdescription
The paper addresses the problem of using social media to promote innovative products available in online stores. Motivated by the fast development of the audiobook market, on the one hand, and the efficiency of social media marketing, on the other hand, we conducted an experiment with a marketing campaign of books and audiobooks on the most popular social networking site, Facebook, and discussed it in the paper. The goal of the experiment was exploring possible differences in FB users’ reaction to FB advertisements of traditional books and audiobooks. The experiment was implemented by using a real Facebook fanpage of a Polish publishing house having its own online bookstore. Results show some differences in Facebook users’ reaction to the individual items’ advertisements, however no significant differences in efficiency of the marketing campaign for books and for audiobooks were observed.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2016-09-17 |