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

  • Grzegorz ChodakEmail author
  • Grażyna Suchacka
Conference paper
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 

Notes

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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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Department of Operational ResearchWroclaw University of TechnologyWroclawPoland
  2. 2.Institute of Mathematics and Computer ScienceOpole UniversityOpolePoland

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