Transformation of smm tools in book marketing under the digitalization of the communication space

Шпак, Віктор Іванович and Балюн, Оксана Олександрівна and Базовкін, Єгор Володимирович (2026) Transformation of smm tools in book marketing under the digitalization of the communication space Вчені записки ТНУ імені В. І. Вернадського. Серія: Філологія. Журналістика, 3 (37(76)). pp. 195-202. ISSN 2710-4656, 2710-4664

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Abstract

In view of the challenges faced by the publishing industry during the wartime period, the implementation of effective marketing tools to strengthen the competitive position of book market stakeholders has become particularly important. In this context, social media have acquired special relevance, emerging as key channels for information dissemination, recommendation-based communication, and the promotion of book products. The use of social media marketing (SMM) tools has enabled publishing houses to maintain contact with their readers, sustain interest in book-related content, and lay the foundation for further development. These issues have been addressed in the scholarly works of V. Teremko, T. Yezhyzhanska, M. Zhenchenko, O. Kovalova, S. Vodolazka, and others. The purpose of this study is to provide theoretical grounding and systematize the SMM tools used to promote book products, as well as to determine their role in shaping the contemporary digital marketing strategies of publishing houses under conditions of digitalization and martial law. The objectives of the research are to identify and classify the main groups of SMM tools, to examine the nature and functional characteristics of each group in the context of interaction with the reading audience, and tojustify the need for analytical support and partnership cooperation in order to enhance the effectiveness of publishers’ marketing strategies. The methodological framework of the study is based on classification and systematization, functional analysis, synthesis, and forecasting. The findings demonstrate that SMM tools in publishing should be considered a set of interrelated instruments that ensure a consistent presence on social media and support contemporary approaches to promoting book products. Content, interactive, advertising, analytical, and partnership tools perform different functions; however, when integrated, they form a comprehensive model of audience communication, ranging from attracting initial attention to maintaining interest, stimulating demand, and evaluating marketing effectiveness.

Item Type:	Article
Uncontrolled Keywords:	Interactive tools; book products; content strategy; social media; advertising; digital marketing; SMM promotion
Subjects:	Статті у базах даних > Index Copernicus Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет журналістики > Кафедра медіапродюсування та видавничої справи
Depositing User:	професор Віктор Іванович Шпак
Date Deposited:	16 Jul 2026 13:10
Last Modified:	16 Jul 2026 13:10
URI:	https://elibrary.kubg.edu.ua/id/eprint/59239

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