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An Experiment with Facebook as an Advertising Channel for Books and Audiobooks

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Information Systems Architecture and Technology: Proceedings of 37th International Conference on Information Systems Architecture and Technology – ISAT 2016 – Part I

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 521))

Abstract

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.

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Acknowledgments

This work was partially supported by the National Science Centre (NCN) in Poland under grant no. 2013/11/B/HS4/01061.

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Authors and Affiliations

  1. Department of Operational Research, Wroclaw University of Technology, Wyb. Wyspiańskiego 27, 50-370, Wroclaw, Poland

    Grzegorz Chodak

  2. Institute of Mathematics and Computer Science, Opole University, Ul. Oleska 48, 45-052, Opole, Poland

    Grażyna Suchacka

Authors
  1. Grzegorz Chodak
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  2. Grażyna Suchacka
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Corresponding author

Correspondence to Grzegorz Chodak .

Editor information

Editors and Affiliations

  1. Department of Computer Science, Faculty of Computer Science and Management, Wrocław University of Technology Department of IT and Management, Wrocław, Poland

    Leszek Borzemski

  2. Department of Computer Science, Faculty of Computer Science and Management, Wrocław University of Technology Department of Computer Science, Wrocław, Poland

    Adam Grzech

  3. Department of Computer Science, Faculty of Computer Science and Management, Wrocław University of Technology Department of Computer Science, Wrocław, Poland

    Jerzy Świątek

  4. Department of Management Systems, Faculty of Computer Science and Management, Wrocław University of Technology, Wrocła Department of Management Systems, Wrocław, Poland

    Zofia Wilimowska

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Chodak, G., Suchacka, G. (2017). An Experiment with Facebook as an Advertising Channel for Books and Audiobooks. In: Borzemski, L., Grzech, A., Świątek, J., Wilimowska, Z. (eds) Information Systems Architecture and Technology: Proceedings of 37th International Conference on Information Systems Architecture and Technology – ISAT 2016 – Part I. Advances in Intelligent Systems and Computing, vol 521. Springer, Cham. https://doi.org/10.1007/978-3-319-46583-8_18

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  • DOI: https://doi.org/10.1007/978-3-319-46583-8_18

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-46582-1

  • Online ISBN: 978-3-319-46583-8

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