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The article analyses the social media activity around two genre fiction titles published in the UK. The research is focused on the platforms Twitter and Facebook as they are the sites currently most used as marketing tools by the publishing industry. Over 10,000 social media posts were collected and categorised to create a timeline of social media...
Contexts in source publication
Context 1
... 151 comments were documented according to which user group had created them. Table 6 shows the breakdown of the number of comments made by the various users. ...
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... The results indicated that the sentiment of joy was associated with BMW, and the sentiment of sadness was associated with Audis and Mercedes. By collecting over 10,000 posts from both Facebook and Twitter for two books, Criswell et al. [87] compared the social media activity for the two titles to Nielsen BookScan's sales data. The analysis demonstrated that marketing through social media was beneficial to authors who already had a readership and was less effective for those authors who lacked one. ...
Exoskeletons have emerged as a vital technology in the last decade and a half, with diverse use cases in different domains. Even though several works related to the analysis of Tweets about emerging technologies exist, none of those works have focused on the analysis of Tweets about exoskeletons. The work of this paper aims to address this research gap by presenting multiple novel findings from a comprehensive analysis of about 150,000 Tweets about exoskeletons posted between May 2017 and May 2023. First, findings from temporal analysis of these Tweets reveal the specific months per year when a significantly higher volume of Tweets was posted and the time windows when the highest number of Tweets, the lowest number of Tweets, Tweets with the highest number of hashtags, and Tweets with the highest number of user mentions were posted. Second, the paper shows that there are statistically significant correlations between the number of Tweets posted per hour and the different characteristics of these Tweets. Third, the paper presents a multiple linear regression model to predict the number of Tweets posted per hour in terms of these characteristics of Tweets. The R2 score of this model was observed to be 0.9540. Fourth, the paper reports that the 10 most popular hashtags were #exoskeleton, #robotics, #iot, #technology, #tech, #innovation, #ai, #sci, #construction and #news. Fifth, sentiment analysis of these Tweets was performed, and the results show that the percentages of positive, neutral, and negative Tweets were 46.8%, 33.1%, and 20.1%, respectively. To add to this, in the Tweets that did not express a neutral sentiment, the sentiment of surprise was the most common sentiment. It was followed by sentiments of joy, disgust, sadness, fear, and anger, respectively. Furthermore, hashtag-specific sentiment analysis revealed several novel insights. For instance, for almost all the months in 2022, the usage of #ai in Tweets about exoskeletons was mainly associated with a positive sentiment. Sixth, lexicon-based approaches were used to detect possibly sarcastic Tweets and Tweets that contained news, and the results are presented. Finally, a comparison of positive Tweets, negative Tweets, neutral Tweets, possibly sarcastic Tweets, and Tweets that contained news is presented in terms of the different characteristic properties of these Tweets. The findings reveal multiple novel insights related to the similarities, variations, and trends of character count, hashtag usage, and user mentions in such Tweets during this time range.
... By gathering over 10,000 posts from both Facebook and Twitter for two books, Criswell et al. [84] compared the social media activity for the two titles to Nielsen BookScan's sales data. The analysis demonstrated that marketing through social media was beneficial to authors who already had a readership and was less effective for those authors who lacked one. ...
The work of this paper presents multiple novel findings from a comprehensive analysis of about 150,000 tweets about exoskeletons posted between May 2017 and May 2023. First, findings from content analysis and temporal analysis of these tweets reveal the specific months per year when a significantly higher volume of Tweets was posted and the time windows when the highest number of tweets, the lowest number of tweets, tweets with the highest number of hashtags, and tweets with the highest number of user mentions were posted. Second, the paper shows that there are statistically significant correlations between the number of tweets posted per hour and different characteristics of these tweets. Third, the paper presents a multiple linear regression model to predict the number of tweets posted per hour in terms of these characteristics of tweets. The R2 score of this model was observed to be 0.9540. Fourth, the paper reports that the 10 most popular hashtags were #exoskeleton, #robotics, #iot, #technology, #tech #innovation, #ai, #sci, #construction and #news. Fifth, sentiment analysis of these tweets was performed using VADER and the DistilRoBERTa-base library. The results show that the percentage of positive, neutral, and negative tweets were 46.8%, 33.1%, and 20.1%, respectively. The results also show that in the tweets that did not express a neutral sentiment, the sentiment of surprise was the most common sentiment. It was followed by the sentiments of joy, disgust, sadness, fear, and anger. Furthermore, analysis of hashtag-specific sentiments revealed several novel insights, for instance, for almost all the months in 2022, the usage of #ai in tweets about exoskeletons was mainly associated with a positive sentiment. Sixth, text processing-based approaches were used to detect possibly sarcastic tweets and tweets that contained news. Finally, a comparison of positive tweets, negative tweets, neutral tweets, possibly sarcastic tweets, and tweets that contained news, in terms of different characteristic properties of these tweets are presented. The findings reveal multiple novel insights, for instance, the average number of hashtags used in tweets that contained news has considerably increased since January 2022.
... Nigerian book publishers can connect with and engage their target audience using social media. There are numerous instances of publishers marketing their books using social media sites like Facebook, Twitter, Instagram, LinkedIn, and others (Criswell & Canty, 2014;Pavelekova, 2019;Paveleková, 2020;Nguyen et al., 2019;Wardaya, 2016). However, the importance of social media strategy has been sufficiently emphasized in publishing companies' marketing activities. ...
Nigeria's huge population assures a ready market for books, setting the stage for a virile book publishing industry. However, the book industry has been characterized by some anomalies, including the shortage of tertiary level textbooks and the non-availability of books in professional fields like medicine, engineering and technology. Although the situation has improved considerably over the years, the emergence of digital technologies has set the tone for competition in consumer media markets, with book publishers struggling to gain competitive advantage through digital media adoption. Past studies record various approaches to repositioning the Nigerian book publishing industry for growth and development through the adoption of various forms of digital publishing innovations. However, there is a knowledge gap on the role of social media innovations in the prevailing business-to-consumer (b2c) book market environment in Nigeria. A review of extant literature reveals that the book market in Nigeria has been greatly influenced by the demand for educational materials, especially textbooks for primary and secondary level education. It is established that to expand and grow a virile book publishing industry, Nigerian publishers need to open up new book markets and deploy digital and social media innovations to attract new customers, develop relationships, and increase awareness.
... Nelson (2016), for instance, shows how blogs have developed into a platform for extensive discussions that play an increasingly important part in setting trends, reporting news and opinion, and creating buzz in the book industry. Additionally, Criswell and Canty (2014) describe social media marketing as a mechanism for leveraging ongoing discussions to create buzz and word-ofmouth about the books being marketed, ultimately influencing people to buy the books. Chevalier and Mayzlin (2006) in their study on the impact of word-of-mouth on book sales conclude that online user reviews have replaced and complemented other means of businessto-consumer marketing, as well as offline word-of-mouth communication about books. ...
The marketing aspect of book publishing is essential to the publishing industry's survival in the digital markets. Although there have been efforts to improve marketing methods in Nigeria's book industry over the past several years, the reality is that marketing in the country has not received the maximum amount of attention. In addition to establishing marketing units to entrench innovative marketing practices, there has also been a shift towards business-to-consumer (B2C) marketing as publishers establish online presence by setting up websites to distribute and promote their books, in conjunction with other digital platforms. However, there is a knowledge gap on how Nigerian book publishers use social media for marketing communications, particularly the function of social media word-of-mouth in this context. In light of this, this study reviews the literature on the roles of social media word-of-mouth and social media advertising in the marketing communication strategies of book publishers. The results show that word-of-mouth marketing on social media, one of the most popular types of marketing communication, has established itself as a valuable source of information that consumers can use to make their purchasing decisions, based on favorable testimonials of other customers. On the other hand, there is the issue of unfavorable remarks or reviews that might prove to be counterproductive, necessitating the use of social media advertising as a method for participating in online communities and having one-on-one interactions with individual community members by specifically targeting them with social media messages.
... Facebook, Twitter, LinkedIn ve YouTube, gıda firmaları tarafından kullanılan ilk dört platformdur. Odongo, 2014 Elektronik işletmeleri arasındaki en popüler sosyal medya siteleri, Facebook, Twitter ve Youtube'tur; ürünleri tanıtma, markalaşma ve müşteri ilişkileri yönetimi için kullanılmaktadır Criswell & Canty, 2014 Sosyal medya, hâlihazırda bir hayran kitlesi olduğunda, yayıncıların okuyucularla sohbet etmesine olanak en etkili pazarlama platformudur Salo vd., 2013 Tüketiciler, sosyal medyayı; (i) içeriğe erişim, (ii) yakınlık duygusu, (iii) katılım, (iv) etkileşim ve (v) sosyal kimlik oluşturma amacıyla kullanmaktadır Strickland, 2013 Şarap imalathanelerinin çoğu, sosyal medyanın genel pazarlama stratejilerinin bir parçası olması gerektiğini ancak kampanyalar için uzmanlık, zaman ve finansal kaynaklara sahip olmadıklarını belirtmiştir. Yatırım getirisinin nasıl sağlanacağına dair net bir anlayış olmadığından, sosyal medya pazarlaması için çok az işletme kaynak ayırmıştır. ...
İnternetin yaygın olarak kullanılması ve kullanıcılarının sosyal ağlara ilgisi, işletmelerin pazarlama yaklaşımlarını, geleneksel yöntemlerden çevrimiçi yöntemlere doğru yöneltmiş ve sosyal medya pazarlamasının doğmasına neden olmuştur. Sosyal medya, içeriğe katkıda bulunmaya, içeriği paylaşmaya ve iki yönlü iletişime imkân sağlayarak, müşterileri pasif izleyicilerden aktif katılımcılara dönüştürmüş ve müşterilerin ürün/hizmetleri arama, seçme ve satın alma davranışlarında büyük değişimler yaratmıştır. Sosyal medya pazarlaması, Facebook, Instagram, LinkedIn vb. sosyal medya siteleri aracılığıyla işletmelerin yaptığı tüm pazarlama faaliyetlerine odaklanmaktadır ve işletmelere marka bağlılığı, marka bilinirliği, satışları arttırma ve en uygun maliyetle daha fazla müşteriye ulaşma gibi birçok fayda sağlamaktadır. Bu çalışma, sosyal medya pazarlamayla ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, perakende sektöründe sosyal medya pazarlamasının avantajlarını, zorluklarını ve stratejilerini inceleyerek ilgili pazarlama kararlarını alırken işletme yöneticilerine ve pazarlama uzmanlarına yardımcı olmayı amaçlamaktadır.
... Social media campaigns can help book publishers to improve their online visibility, manage their brand and reputation, promote their books and authors, and engage with readers (Li, 2018;Lis & Berz, 2011;Mrva-Montoya et al., 2019;Thoring, 2011;Wang & Zuccala, 2021). Readers can use social media to gather and share opinions about books (Gruzd & Rehberg Sedo, 2012;Nguyen et al., 2019) and social media mentions help publicise a new title (Criswell & Canty, 2014). A convenience sample survey of Bulgarian readers showed that 86% of respondents had purchased a book after seeing it or reading about it on social media (Krumova, 2017), for example. ...
... Whilst Facebook and Twitter are the social media platforms currently most used for marketing by book publishers (Gómez López & Hellín Ortuño, 2019;Grima, 2017;Magadán-Díaz & Rivas-García, 2020;Martín Becerro, 2016), Twitter seems to generate more individual interactions (Criswell & Canty, 2014). Book publishers seem to use this platform to disseminate content not provided on their websites or other social media sites (Thoring, 2011). ...
El objetivo de este artículo es identificar características relacionadas con el contenido de los mensajes más retuiteados creados por editoriales de libros españolas y extranjeras en Twitter. Se ha realizado un análisis de contenido para identificar el tema de los tuits y si incluyen hashtag para el título del libro, imágenes e hipervínculos, y en caso de incluirse, sobre qué son las imágenes y hacia dónde apuntan los enlaces. Como complemento, se ha realizado un análisis de asociación de palabras para identificar qué términos son asociados con cada una de las diferentes editoriales. En general, las editoriales tienden a tuitear sobre ellas mismas y sus libros con fines de marketing. Aproximadamente la mitad de las editoriales tienen cuentas en Twitter. Los tuits más populares de las editoriales españolas suelen contener citas literarias, mientras que los tuits más populares de las editoriales extranjeras tienden más a incluir sorteos. Los editores que buscan comprometerse con lectores potenciales en Twitter podrían considerar las citas y los sorteos para construir su audiencia, además de etiquetar al nombre de usuario del autor (@nombredeusuario) en tuits relacionados con libros para ayudar al autor con su red social.
... The phenomenon growth of social media has impact on various industries and sectors including the publishing industry [1]. Social media has become an important marketing tool for publishers and retailers in this current digitally social age. ...
... Publishers and bookstores can use social media to reach domestic and international readers, expanding their market coverage globally. Essentially, such a platform allows publishers and retailers to network with customers, facilitate transaction, generate sales, provide services and support, enhance brand equity and customer relationship [1,3]. ...
The remarkable growth of social media has proven to influence the publishing industry. Social media has become an important marketing tool for publishers and booksellers, and it has been increasingly used by customers and readers. The objective of this paper is to explore the role of social media in the customer decision-making process with regard to the purchase of books. Data were obtained from 313 customers of major bookstores in Vietnam. The results demonstrate that the majority of customers use social media to gather user-generated content, such as customer reviews and comments, and information about promotions. They also reveal that social media provides the buyers emotional values including fun and the feeling of engagement with the related buying community. Moreover, customers believe that social media plays an important role in the post purchase stage as its allow customers to share their opinions and experiences with others. The findings of this study provide important implications for publishers and book distributors both domestically and internationally. These findings would assist them in developing and implementing effective social media marketing strategies.
... Other studies of Twitter bear out the increased importance of 'hard' content in publishing's SMM. In Britain, Criswell and Canty (2014) tested two refined SM marketing campaigns, for The Song of Achilles, the prize-winning debut novel of Madeline Miller, published by Bloomsbury, and Stephen King's The Wind Through the Keyhole, a late addition to King's Dark Tower series published by Hodder & Stoughton. Both books were in the adult fantasy genre, and sold tens of thousands of copies after their release in the United Kingdom in 2012. ...
This article explores developments in book publishers’ use of social media (SM) as a marketing tool, particularly the rise of customer-focused marketing. Surveying the literature about publishers’ engagement with SM marketing (SMM), we argue that discourse modes of publishers’ SM practice, and the larger marketing ecologies of which this practice forms a part, have been transformed by contextual changes in the mediascape wherein publishing professionals are implicated through their sustained SMM activities. These changes include the rise of algorithmic filtering and paid-for content on Facebook and Twitter, industry’s embrace of data analytics, and the connection between them. The article explores the growing divide between small and large publishers in terms of their financial and cultural investment in data analytics, and concludes that the notion of SM as an equal-opportunity marketing tool in book publishing has proven demonstrably false because of this divide. The authors offer further avenues for much-needed research in this field.
... Teknologi baharu ini memberi peluang pada penyebaran dari mulut ke mulut (word-of-mouth) di samping mengenal pasti individu tertentu yang mungkin dapat membantu mempromosikan sesebuah judul dalam talian. Dengan membiarkan pembaca rasa terlibat dengan proses penerbitan, mereka akan lebih mudah menyebarkan keseronokan itu kepada orang lain (Criswell & Canty, 2014). ...
Teknologi kini telah memperkasakan khalayak dengan cara yang tidak dapat dibayangkan sebelum ini. Sesiapa sahaja yang memiliki akaun media sosial seperti blog, Facebook, Instagram mahupun YouTube memiliki “suara” yang penting yang akan didengari oleh pelbagai pihak. Komuniti dalam talian ini menjadi social influencer yang mempunyai pengaruh dalam menentukan dan menggerakkan tingkah laku individu lain terhadap sesuatu produk atau karya. Malah, dengan teknologi berasaskan Internet dan Web 2.0, pemasaran pengaruh sosial (social influence marketing – SIM) menjadi semakin penting dan dapat merapatkan hubungan antara penulis dengan pembaca yang selama ini disempadani oleh penerbit. Penerbit juga mula menggunakan model perniagaan kepada pengguna (business-to-consumer) untuk mendekati dan berinteraksi dengan pengguna secara langsung dan melibatkan mereka dalam proses penerbitan sebanyak yang mungkin, di samping mendengar suara dan perbualan mereka di laman-laman sosial seperti komuniti peminat dan komuniti bacaan sosial seperti Goodread, Wattpad, dan Ilham Karangkraf. Khalayak atau komuniti pembaca mula berperanan penting dalam membantu penerbit menentukan judul-judul yang bakal diterbitkan di samping membantu penulis menerbitkan dan menentukan jalan cerita karyanya.
... 2013). Instagram provides the unique advantage of categorizing content on the basis of a digital hashtag and filter and can be shared across more versatile network platforms namely Facebook and Twitter (Tussyadiah & Fesenmaier, 2009;Boley et al., 2013, Criswell & Canty, 2014. Behavioural explanation of using social medias as windows of communication has been attributed to reinforcement of 'social presence' through 'self-presentation' and 'self-disclosure' (Kaplan & Haenlein, 2010). ...
... Assimilation of physical and emotional values towards generating an attachment or bonding with a destination has, of late, been the focal research area (Criswell & Canty, 2014;Albert & Merunka, 2013;Ramkissoon et al., 2013;Hammock & Richardson, 2011) stimulating the researcher to conceptualize 'hybrid cognition' as a determinant of destination bonding and its exhibition through visual imagery. This area of research is a novel one as hybrid cognition has never been test for moderation between destination bonding and e-WOM. ...
Empirical research has identified the phenomenon of destination bonding as a result of summated physical and emotional values associated with the destination. Physical values, namely natural landscape & other physical settings and emotional values, namely the enculturation processes, have a significant role to play in portraying visitors’ cognitive framework for destination preference. The physical values seemed to be the stimulator for bonding that embodies action or behavior tendencies in imagery. The emotional values were the conditions that lead to affective bonding and are reflected in attitudes for a place which were evident in text narratives. Social networking on virtual platforms offers the scope for hybrid cognitive expression using imagery and text to the visitors. Instagram has emerged as an application-window to capture these hybrid cognitions of visitors. This study focuses on assessing the relationship between hybrid cognition of visitors expressed via Instagram and their bond with the destination. Further to this, the study attempts to examine the impact of hybrid cognition of visitors on the behavioral pattern of prospective visitors to the destination. The study revealed that sharing of visual imageries and related text by the visitors is an expression of the physico-emotional bonding with the destination. It was further established that hybrid cognition strongly asserts destination bonding and has been also found to have moderating impact on the link between destination bonding and electronic-word-of-mouth.
