Uncovering the New Paradigm of Social Media Cultural Narratives

Social media are not only changing the way we talk about books, they are redefining the very destiny of the publishing industry. Today, the cultural and commercial survival of books depends on consumer sharing practices, which can transform organic content into global publishing successes and new forms of value.
This monograph addresses a central and still relatively misunderstood phenomenon: the active role of consumer sharing as a force capable of reviving a sector that has long been in decline. Sharing is no longer a simple act of communication. It is a mechanism through which readers, creators, and digital communities influence visibility, reputation, and sales, rewriting the boundaries between cultural production and consumption.
Through the case of literary communities on social media, the volume shows how the act of sharing stories, emotions, and reading recommendations can generate new markets, reignite interest in reading, and reshape the strategies of publishers and authors. A book designed for those who want to understand why power is no longer solely in the hands of publishers, but also in those of readers.

Karolina Sallaku holds a PhD in Economics and Management of Sustainability and Innovation from LUM University. She is an Adjunct Professor of Sustainability Management and business manager. Her research focuses on consumer behaviour, branding, sustainability, and management.