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

Part of the Advances in Intelligent Systems and Computing book series (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.

Keywords

  • Audiobook
  • Social media marketing
  • Online marketing campaign
  • Facebook
  • Innovative products
  • Online bookstore

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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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Correspondence to Grzegorz Chodak .

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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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