Online Journal of Communication and Media Technologies

Using Social Media for Branding in Publishing
  • Article Type: Research Article
  • Online Journal of Communication and Media Technologies, 2011 - Volume 1 Issue 4, pp. 193-213
  • Published Online: 24 Oct 2011
  • Article Views: 8 | Article Download: 17
  • Open Access Full Text (PDF)
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Lis B, Berz J. Using Social Media for Branding in Publishing. Online Journal of Communication and Media Technologies. 2011;1(4), 193-213.
APA 6th edition
In-text citation: (Lis & Berz, 2011)
Reference: Lis, B., & Berz, J. (2011). Using Social Media for Branding in Publishing. Online Journal of Communication and Media Technologies, 1(4), 193-213.
Chicago
In-text citation: (Lis and Berz, 2011)
Reference: Lis, Bettina, and Jennifer Berz. "Using Social Media for Branding in Publishing". Online Journal of Communication and Media Technologies 2011 1 no. 4 (2011): 193-213.
Harvard
In-text citation: (Lis and Berz, 2011)
Reference: Lis, B., and Berz, J. (2011). Using Social Media for Branding in Publishing. Online Journal of Communication and Media Technologies, 1(4), pp. 193-213.
MLA
In-text citation: (Lis and Berz, 2011)
Reference: Lis, Bettina et al. "Using Social Media for Branding in Publishing". Online Journal of Communication and Media Technologies, vol. 1, no. 4, 2011, pp. 193-213.
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Lis B, Berz J. Using Social Media for Branding in Publishing. Online Journal of Communication and Media Technologies. 2011;1(4):193-213.

Abstract

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.

References

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License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.