Research on the Marketing Strategies of International Bestsellers in the Digital Age: A Case Study of It Ends with Us
Year: 2024
Type: article
Abstract: In the digital age, the rapid development of new technologies and new media has introduced fresh ideas for book marketing by publishers. It has become increasingly important for publishers to utilize new media and technology, understand the strengths and preferred content of various platforms, and develop targeted marketing strategies. The advantages of online marketing, such as timeliness, diversity, strong social interactions, quick feedback, and the ability to integrate with offline activities, can be leveraged to activate user engagement, enhance emotional investment from fans, and strengthen the connection between fans, books, and authors. Using the international bestseller It Ends with Us as a case study, this paper explores new pathways for marketing bestsellers in the digital era.
Authors: Yanhua Qin, Fengyi Wang
Institution: Beijing Normal University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4403546673