Digital marketing - a comprehensive tool for the promotion of literature among young people

Abstract

From ancient times, the book is an essential tool for changing mindsets that contribute to the evolution of mankind, cultivating an interest in reading conditioning humanity to progress and innovation. In the current context, there are minimal levels of interest in young people, compared to reading, which is largely due to technological development and the position of a student who attracts intense study in the chosen field of specialization. Due to the evolution of social networks and the increased interest of marketers for these applications, we started researching the impact of promoting (positive or negative) reading on Instagram, as an alternative to increase interest in reading. CZU: 339.138:004.738.5; JEL: M31; DOI: https://doi.org/10.53486/9789975359030.36