Der Einfluss von Social-Media-Plattformen wie TikTok und Instagram auf den Bucheinzelhandel und
German, Anonymous, 2024Free shipping starting at 30,–
Study paper from 2023 in the field of Media/Communication - Public Relations, Advertising, Marketing, Social Media, Grade: 1.7, University of Applied Sciences for Technology, Business and Culture Leipzig (Media Management), Language: German.
Abstract: The aim of this paper is to determine whether social media content related to books on Instagram and TikTok has any influence on the purchasing behavior of customers in the book retail sector. It presents general marketing strategies in the book trade: What measures must book retailers implement to attract customers to their stores or to market books effectively? Another focus is on social media marketing, particularly on the platforms Instagram and TikTok: What are the key strategies, tools, and trends that companies need to employ to generate successful marketing and achieve maximum reach? Furthermore, the Booktok and Bookstagram communities are explored and analyzed. How large are these communities? What are the main Booktok and Bookstagram trends? How do publishers, authors, and book retailers utilize these platforms to promote their products? The influence of social networks is examined through two case studies: the booksellers Thalia and Hugendubel are analyzed in detail. How do specialty stores engage with Booktok and Bookstagram, and how do they use these platforms to promote books or attract customers to their stores? For this purpose, their online shops, as well as their Instagram and TikTok platforms, were reviewed. Additionally, a look was taken into the physical stores to investigate whether Booktok also has an influence there.
Language | German |
topic | Lexicons |
Subtopic | Lexicons, reference works, encyclopaedias |
Author | Anonymous |
Number of pages | 32 |
Year | 2024 |
Item number | 47226285 |
Publisher | Grin |
Category | Reference books |
Release date | 26.2.2024 |
topic | Lexicons |
Subtopic | Lexicons, reference works, encyclopaedias |
Language | German |
Author | Anonymous |
Year | 2024 |
Number of pages | 32 |
Year | 2024 |
CO₂-Emission | |
Climate contribution |
Height | 210 mm |
Width | 148 mm |
Weight | 62 g |
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