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This project explores the business practices and cultural place of independent bookshops in Scotland. The research examines the connections that independent bookshops have with their various stakeholders, and investigates the support and policy change bookshops require in order to survive and prosper. The research finds a wealth of expertise and business acumen across Scottish independent booksellers, uniquely driven by a commitment to literacy, community and a love of books. A strong contribution to communities, welfare and social capital is identified. Policy recommendations are made, which recognise the cultural and community contributions made by bookshops, as well as proposing that bookshops be at the centre of policy planning around the regeneration of high streets.

This article offers an analysis of the impact of professional social-media engagement upon authors. Authors primarily use Facebook, Twitter and there is growing use of Pinterest. Authors use social-media platforms primarily for marketing, publicity and making contact with readers. They tend to adopt a multi-layered approach to self-presentation and the lines between their ‘public’ and ‘private’ identities are blurred. The research reveals a limited author-reader community, but a much stronger online author–author community, founded upon practical support and encouragement. There are implications for the publishing industry as authors believe their publishers lack social-media expertise. The commercial benefits of maintaining a social-media presence are unclear for many authors.

Based upon empirical research, and using a range of methods, this paper examines the behaviour and experiences of consumers in online bookselling settings and offers comparison between online and offline (traditional) bookselling. The research finds that while the convenience of online bookshops is important, the key factors enticing consumers online are a combination of breadth of range, ease of access to obscure titles, as well as ‘personalised’ recommendations and customer reviews. The research is of value to the book trade, highlighting consumer responses to widely adopted online marketing approaches. The research also contributes to scholarly knowledge in the fields of consumer behaviour, e-marketing and e-commerce in online bookselling, as well as providing findings which can be tested in other online settings, informing future theoretical research.

Le commerce du livre, bien que generalement considere comme a part parmi les autres types de commerce, commence a reconnaitre le role des strategies de marketing dans la recherche du developpement de marche. Face a un avenir incertain, le dilemme qui se pose pour les librairies consiste a tenter d'attirer une nouvelle tranche de lecteurs, tout en conservant sa fidele clientele.