How social media platforms can help UK publishers understand their market in China
In this paper, the authors explored how British publishers and writers can negotiate some of the market uncertainties of doing business in China by using social media platforms like Douban. Being at the same time a social media platform, a publisher and a retailer, Douban permits rights holders to take a data-driven approach to engaging with readers, understand their wider cultural preferences and behaviours, and identify – and exploit – their social networks.
Publication date: 27 May 2015
