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.
|Keywords:||Book Reviews, Marketing Practices, Word of Mouth Marketing, Book Selection and Recommendation Practices, Book Blogs/Book-logs|
PhD student, Cardiff School of Journalism, Media & Cultural Studies, Cardiff University, Cardiff, Wales, UK
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