You are here

Home » Content

Using Social Media for Branding in Publishing

Journal Name:

  • Online Journal of Communication and Media Technologies

Publication Year:

  • 2011

Key Words:

Author NameUniversity of Author
Abstract (2. Language): 
Publishing has experienced an increasing sensitivity for the economic and commercial realities of the business in recent years. By asking the question how social media affect branding and brand management in publishing, this article addresses two subjects that are of great significance for modern publishing. The purpose of our study is to explore whether employing social media for branding in publishing leads to a significant increase in purchasing probability for products associated with social media strategies. The theoretical framework for this research is based on brand management theory and the brand function of risk reduction. T-tests show that social media offerings that can be associated with publishing products do in fact increase the probability of customers purchasing the products - regardless of whether they concentrate on branding the author, the publisher, the character or the series.
Bookmark/Search this post with
FULL TEXT (PDF): 
PDF icon arastrmx_159096_1_pp_193-213.pdf
  • 4
193-213
  • English

REFERENCES

References: 

American Marketing Association (2010) Definition “Brand”. Marketing Power Dictionary [Online]. Available: http://www.marketingpower.com/_layouts/Dictionary.aspx [12 March 2011].
ARD/ZDF-Onlinestudien (2010) Entwicklung der Onlinenutzung in Deutschland 1997 bis 2010 – gelegentliche Onlinenutzung [Online]. Available: http://www.ard-zdf-onlinestudie.de/index.php?id=onlinenutzungprozen [10 March 2011].
comScore (2011) comScore Whitepaper: The 2010 Europe Digital Year in Review [Online]. Available: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010... [10 March 2011].
de Chernatony, L. (2001) Succeeding with brands on the Internet. Brand Management, 8(3), pp. 186-195.
Experian Hitwise (2010) Social networks now more popular than search engines in the UK, Experian Hitwise Press Centre, 8 June [Online]. Available: http://www.hitwise.com/uk/press-centre/press-releases/social-media-alert... [15 March 2011].
Facebook (2011) Statistics, Press Room [Online]. Available: http://www.facebook.com/press/info.php?statistics [10 March 2011].
Habann, F., Nienstedt, H.-W. and Reinelt, J. (2008) Success factors of brand expansions in the newspaper industry. An empirical analysis, In: Ots, M. (ed.) Jönköping International Business School (JIBS) Research Report 2008-1, Jönköping: Jönköping International Business School, pp. 25-46).
Hesmondhalgh, D. (2007) The cultural industries. London: Sage.
Jarvis, J. (2009) What Would Google Do? New York: HarperCollins.
Kaplan, A. M., Haenlein, M. (2010) Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, pp. 59-68.
Knight, P. T. (2002) Small-scale Research. London: Sage.
Kotler, P., Keller, K. L. (2007) A Framework for Marketing Management. Upper Saddle River: Prentice Hall.
Kotler, P., Keller, K. L., Brady, M., Goodman, M. and Hansen, T. (2009) Marketing Management. Harlow: Pearson Education.
Online Journal of Communication and Media Technologies
Volume: 1 – Issue: 4 – October - 2011
© Online Journal of Communication and Media Technologies
212
Meyer, A. (2009) Markenmanagement in der Buchindustrie, In: Clement, M., Blömeke, E. and Sambeth, F. (eds.) Ökonomie der Buchindustrie. Wiesbaden: Gabler, pp. 159-176.
Meyers, T. (no date) The Basics of Author Branding, Blue Moon Communications [Online]. Available: http://www.bluemooncommunications.com/white_papers/author_branding.htm [15 March 2011].
Nienstedt, H.-W., Seelmann, C. (2009) Brand Management: Print or Online: The influence of the congruence between brand and consumer on the loyalty to print and online issues of magazine brands. Working Paper Medienmanagement Mainz, 2-2009 [Online]. Available: http://www.medienmanagement-mainz.de/images/stories/Lehrstuhl/Publikatio... [17 March 2011].
Peter, J. P., Olson, J. C. (2008) Consumer Behavior and Marketing Strategy. New York: McGaw-Hill.
Pitsaki, I. (2008) Strategic Publishing Brands Management. The International Journal of the Book, 5(3), pp. 105-113.
Pitsaki, I. (2010) Brand Concepts in Publishing. The International Journal of the Book, 7(2), pp. 87-95.
Robson, C. (2002) Real World Research. Oxford: Blackwell Publishing.
Rubinstein, H., Griffiths, C. (2001) Branding matters more on the internet. Brand Management, 8(6), pp. 394-404.
Shayon, S. (2010) Twitter Fails to Click with Barnd Marketers, brandchannel, 28 July [Online]. Avaialble: http://www.brandchannel.com/home/post/2010/07/28/Twitter-Fails-to-Click-... [15 March 2011].
Squires, C. (2009) Marketing Literature. The Making of Contemporary Writing in Britain. Basingstoke: Palgrave Macmillan.
Statistics Solution (2009) Paired Sample T-Test [Online]. Available: http://www.statisticssolutions.com/methods-chapter/statistical-tests/pai... [17 March 2011].
Sussman, M. (2009) Day 5: Twitter, Global Impact and the Future Of Blogging – SOTB 2009, Technorati State of the Blogosphere 2009, 23 October [Online]. Available:
Online Journal of Communication and Media Technologies
Volume: 1 – Issue: 4 – October - 2011
© Online Journal of Communication and Media Technologies
213
http://technorati.com/blogging/article/day-5-twitter-global-impact-and/ [15 March 2011].
The Nielsen Company (2009), Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most, nielsenwire, 7 July [Online]. Available: http://blog.nielsen.com/nielsewire/consumer/global-advertising-consumers... [9 August 2010].
Thompson, J. B. (2010) Merchants of Culture. The Publishing Business in the Twenty-First Century. Cambridge: Polity Press.
Wirtz, B. (2006) Medien- und Internetmanagement. Wiesbaden: Gabler.

Thank you for copying data from http://www.arastirmax.com