Desperately Seeking Book Reviews: The Word of Mouth Marketing of South Korean Publishers and Booksellers

By Choon Key Chekar.

Published by The International Journal of the Book

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

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

The International Journal of the Book, Volume 5, Issue 4, pp.55-60. Article: Print (Spiral Bound). Article: Electronic (PDF File; 480.307KB).

Choon Key Chekar

PhD student, Cardiff School of Journalism, Media & Cultural Studies, Cardiff University, Cardiff, Wales, UK

Has recently received her Ph.D. from the Cardiff School of Journalism, Media & Cultural Studies at Cardiff University. The title of her Ph.D. thesis is Gendering Discourses of Time in South Korean Self-help Books: The normalisation of a masculine long hours work culture.

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