Abstract:

The Internet has brought about a double revolution in books promotion and sales mode. Aimed at
the goal of the effective communication of book advertising under the background of social media, this paper
explores and studies the innovation of the idea and method of book advertising communication. On the basis
of explaining the new features of book advertising in the social media environment, the paper expounds the
revolution of the content, principle part and manner of book advertising communication. Finally, suggestions,
such as transformation of the advertising role of the publisher, learning from the concept of native advertising
and dynamic advertising planning, were put forward.