Social media marketing in Croatian book publishing sector

Abstract

Purpose. The aim of the paper is to contribute to the issue of social media advertising in the Croatian publishing sector and to identify the importance of social media and electronic word of mouth in the marketing communication of publishers and readers. Approach. The first part of the paper focuses on secondary research (scientific and professional literature, and existing databases). Primary research was conducted on a convenience sample of Croatian publishers by questionnaire via e-mail. Results. The trend of digitization of marketing communications, as well as an increase in the importance and impact of social media, is also present in the Croatian publishing sector. Significant orientation towards digital marketing, social media, publicity and electronic word of mouth is noticeable. Originality. The fundamental contribution of the paper is reflected in the definition of the importance of social media influence and electronic word of mouth in marketing communication of the publishing sector, with the aim of encouraging the publishers to actively direct this kind of communication for the purpose of expanding the reading culture. Limitations. The research was conducted on a convenient sample, so it is not possible to draw conclusions on the entire publishing market in Croatia based on the results obtained.