Social Image in the Online Environment – Sustainable Motive for Book Sales During the Pandemic
Social distancing and the work-from-home setting have determined the development and success of online communication platforms. Most of the communication during the social distancing period took place online, allowing people access to the homes and offices of those with whom they communicated. Si...
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| Format: | Article |
| Language: | English |
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Editura ASE
2023-11-01
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| Series: | Amfiteatru Economic |
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| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3256.pdf |
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| _version_ | 1850238972183183360 |
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| author | Corina Pelau Valentina Ghinea Bogdan Hrib |
| author_facet | Corina Pelau Valentina Ghinea Bogdan Hrib |
| author_sort | Corina Pelau |
| collection | DOAJ |
| description | Social distancing and the work-from-home setting have determined the development and
success of online communication platforms. Most of the communication during the social
distancing period took place online, allowing people access to the homes and offices of those
with whom they communicated. Since social image is an important aspect of human
existence, during pandemics there has been a tendency to translate the attention for social
image from real life into the communication carried out through on-line platforms. The use
of books as a background for communication through on-line platforms fosters an intellectual
image of the respective user, and thus becomes a considerable buying reason during the
pandemic. The objective of our research is to determine whether a good-looking, interesting,
and attractive book shelf used as a background on online communication platforms is a good
reason to buy books during the pandemic. In a mediation model, we empirically demonstrate
that the perception that the presence of books confers an intellectual look, mediated by the
fact that a background with books induces an intellectual image, becomes a valid buying
motive for books. This result has important implications for the future book sales strategy
and highlights the major role played by the aspect of book covers in sustainable future sales.
Attention is also driven to a slightly superficial development of the digital society we live in,
where appearance is often more important than essence. For a sustainable development of
our society, it is important to intervene in the educational system and put more emphasis on
content and not just on appearances |
| format | Article |
| id | doaj-art-1cff16ead33540d4911f5d3c7637962f |
| institution | OA Journals |
| issn | 1582-9146 2247-9104 |
| language | English |
| publishDate | 2023-11-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Amfiteatru Economic |
| spelling | doaj-art-1cff16ead33540d4911f5d3c7637962f2025-08-20T02:01:18ZengEditura ASEAmfiteatru Economic1582-91462247-91042023-11-0125Special Issue No. 171081 109410.24818/EA/2023/S17/1081 Social Image in the Online Environment – Sustainable Motive for Book Sales During the PandemicCorina Pelau0https://orcid.org/0000-0002-6139-028XValentina Ghinea 1https://orcid.org/0000-0002-1519-9599Bogdan Hrib2https://orcid.org/0009-0009-4413-8718Bucharest University of Economic Studies, Bucharest, RomaniaBucharest University of Economic Studies, Bucharest, RomaniaNational University of Political Studies and Public Administration, Bucharest, Romania and Bucharest University of Economic Studies, Bucharest, RomaniaSocial distancing and the work-from-home setting have determined the development and success of online communication platforms. Most of the communication during the social distancing period took place online, allowing people access to the homes and offices of those with whom they communicated. Since social image is an important aspect of human existence, during pandemics there has been a tendency to translate the attention for social image from real life into the communication carried out through on-line platforms. The use of books as a background for communication through on-line platforms fosters an intellectual image of the respective user, and thus becomes a considerable buying reason during the pandemic. The objective of our research is to determine whether a good-looking, interesting, and attractive book shelf used as a background on online communication platforms is a good reason to buy books during the pandemic. In a mediation model, we empirically demonstrate that the perception that the presence of books confers an intellectual look, mediated by the fact that a background with books induces an intellectual image, becomes a valid buying motive for books. This result has important implications for the future book sales strategy and highlights the major role played by the aspect of book covers in sustainable future sales. Attention is also driven to a slightly superficial development of the digital society we live in, where appearance is often more important than essence. For a sustainable development of our society, it is important to intervene in the educational system and put more emphasis on content and not just on appearanceshttps://www.amfiteatrueconomic.ro/temp/Article_3256.pdfconsumerbookonline communication platformpandemicbuying motivessnob effect. |
| spellingShingle | Corina Pelau Valentina Ghinea Bogdan Hrib Social Image in the Online Environment – Sustainable Motive for Book Sales During the Pandemic Amfiteatru Economic consumer book online communication platform pandemic buying motives snob effect. |
| title | Social Image in the Online Environment – Sustainable Motive for Book Sales During the Pandemic |
| title_full | Social Image in the Online Environment – Sustainable Motive for Book Sales During the Pandemic |
| title_fullStr | Social Image in the Online Environment – Sustainable Motive for Book Sales During the Pandemic |
| title_full_unstemmed | Social Image in the Online Environment – Sustainable Motive for Book Sales During the Pandemic |
| title_short | Social Image in the Online Environment – Sustainable Motive for Book Sales During the Pandemic |
| title_sort | social image in the online environment sustainable motive for book sales during the pandemic |
| topic | consumer book online communication platform pandemic buying motives snob effect. |
| url | https://www.amfiteatrueconomic.ro/temp/Article_3256.pdf |
| work_keys_str_mv | AT corinapelau socialimageintheonlineenvironmentsustainablemotiveforbooksalesduringthepandemic AT valentinaghinea socialimageintheonlineenvironmentsustainablemotiveforbooksalesduringthepandemic AT bogdanhrib socialimageintheonlineenvironmentsustainablemotiveforbooksalesduringthepandemic |