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Title: La influència dels prescriptors digitals en la promoció editorial a Espanya. La incorporació dels bookstagrammers en l'estratègia digital de les editorials
Author: Caramazana Esteve, Mireia
Tutor: Aced, Cristina  
Others: Estanyol, Elisenda  
Keywords: influencers
digital prescriptors
social reading
editorial promotion
Issue Date: Jan-2023
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The Internet and social networks have changed our daily lives, and they also have changed the way we relate to books, the way we talk and exchange opinions about them. What makes a book successful? This dissertation analyses the importance of digital prescribers on the communication and promotion strategy of a book in Spain, paying special attention to the reading community that exists on Instagram. Based on a mixed research methodology, with the conduct of two surveys and a thirteen interviews with professionals, influencers and readers, it is concluded that literary prescriptions on social networks clearly influence the act of reading and the act of buying a book. These are a type of prescription, however, that do not eliminate traditional forms of prescription that already exist (family, friends, booksellers...) but are added to existing ones. The reading is shared, and readers give their opinion and have a conversation on social networks about the books he read. Readers are also looking for recommendations or opinions based on recommendations from influencers with whom they share tastes and who they trust. Therefore, it is essential that publishers consider literary influencers in their communication strategies. And they are already doing it; mainly by sending promotional copies to influencers or, in a more incipient way, inviting them to events they organize. The editorial promotion of a book becomes more complex with the Internet and social networks because the channels to be considered in communication strategies, beyond the traditional ones, are expanded in order to reach readers in the most effective way possible. The most optimal option is to bet on an integrated and coherent communication strategy that combines online and offline media.
Language: Catalan
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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