Ο ρόλος των μέσων κοινωνικής δικτύωσης στην στρατηγική επικοινωνίας των εκδοτικών οίκων στην Ελλάδα
Date Issued
March 10, 2022
Type
Μεταπτυχιακή Διπλωματική Εργασία
Abstract
Social media is largely recognized to shape the preferences of more and more consumers worldwide and influence the way potential buyers search for information and make decisions. For many types of businesses, social media may be used in their communication strategy by providing direct visibility and opportunities to interact with customers. This essay explores the use and implementation of social media by publishing houses in Greece and their contribution to enhancing communication with their readers.
In the bibliographic part of the survey and the subsequent –literature review, an assessment of the changes in the publishing industry during the 21st century is presented and the importance of the internet in the operation of publishing houses is also examinated. Finally a presentation of the social media is presents as well as the way they are included in the communication strategy of publishers and the results of their use.
The research was carried out with the record of 110 publishing houses in the Greek book market which have web pages and social networks accounts on Facebook, Twitter and Instagram. The initial registration was done with quantitative criteria based on the number of followers and publications on the social pages of publishing houses. Subsequently, 10 publishing houses were selected for further analysis of their social performance based on the type of publications, their content and their frequency.
Furthermore, five (5) of the top book publishing companies of the world were examined regarding their devotion on social media. The conclusions present the data according to the findings and in the discussion that follows an attempt is made to analyze them.
Subjects