Authors and book publishers use different strategies to market their books. In the master's thesis we compared the promotional strategies of Amazon’s bestselling authors in Europe with successful Slovenian authors. Amazon’s sample of authors consisted of thirty-eight authors published by a publishing house and thirty-four self-published authors. We selected five bestselling Slovenian authors from the last five years and one self-published Slovenian author. We focused on four types of marketing strategies that are most commonly used by Amazon and Slovenian authors. These were: literary events, mass media, literary awards and online marketing. We found that authors on Amazon and in Slovenia use several types of social networks (Facebook, Twitter, Instagram …), most of them also use the online platform Goodreads, and some use the online platform Youtube as well. Most authors have their own website, some of them also write blogs. The main finding of the thesis is that the role of authors in book marketing has become more important than ever before.
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