| Sumario: | 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.
|
|---|