Дигиталната реклама и инфлуенсърите в съвременното книгоиздаване
Digital Advertising and Influencers in Contemporary Book Publishing

Author(s): Nikola Vangelov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital advertising; marketing; social networks; booktubers; influencers; publishing
Summary/Abstract: With the digital ocean of information placed in business websites, social networks, blogs, vlogs, and even virtual worlds, communicating books before publishing houses is indeed hard. Digital advertising comes to the rescue by considering the product's characteristics and efficiently promoting it to the target audience through the target communicative channels. The object of analysis is influencers and digital advertising. The main channels of reaching the target audience are analyzed through content analysis while taking into account digital advertising as a persuading marketing communication that aids in promoting and selling books.

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