Desperately Seeking Book Reviews: The Word of Mouth Marketing of South Korean Publishers and Booksellers.
Online word of mouth is becoming an increasingly important and popular source of information that consumers can trust and rely on when making their decision to read or purchase a specific book. This paper examines the significance of online book reviews and book blogs as a platform of word of mouth...
| Publicado en: | International Journal of the Book Vol. 5; no. 4; pp. 55 - 60 |
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| Formato: | Artículo |
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Common Ground Research Networks
2008
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=34706443&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 34706443 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 14479516 17TF jtl: International Journal of the Book issn: 14479516 maglogo: N pubinfo: dt: 2008 vid: 5 iid: 4 pid: 22359 pub: Common Ground Research Networks artinfo: ui: 34706443 10.18848/1447-9516/CGP/v05i04/36617 ppf: 55 ppct: 5 formats: fmt: @attributes: type: P size: 322KB tig: atl: Desperately Seeking Book Reviews: The Word of Mouth Marketing of South Korean Publishers and Booksellers. aug: au: Chekar, Choon Key affil: Cardiff University, Wales, UNITED KINGDOM su: Book promotions Electronic commerce Blogs Books & reading Author-publisher relations Booksellers & bookselling South Korea sug: subj: South Korea Book promotions Electronic commerce Blogs Books & reading Author-publisher relations Booksellers & bookselling keyword: Book Blogs/Book-logs Book Reviews Book Selection and Recommendation Practices Marketing Practices Word of Mouth Marketing ab: Online word of mouth is becoming an increasingly important and popular source of information that consumers can trust and rely on when making their decision to read or purchase a specific book. This paper examines the significance of online book reviews and book blogs as a platform of word of mouth marketing tool for both publishers and booksellers. By introducing some examples from South Korean book marketing campaigns using book-logs, this paper suggests that there are a great deal of benefits which are brought from using book-logs. However, we should not overlook the fact that there is also a risk that reader's non-commercial use of blogs could be hijacked by commercial interests. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of International Journal of the Book is the property of Common Ground Research Networks and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: International Journal of the Book holder: Common Ground Research Networks dt: @attributes: year: 2008 holdings: @attributes: islocal: N |
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