Marketing Translated Dutch Literature on Social Media

This chapter investigates the digital marketing strategies employed by Booka , a small-scale publishing house based in Belgrade, to promote Dutch literature among Serbian readers. While the number of Dutch-language books translated into Serbian has increased significantly since the 1990s, research indicates that these titles often struggle to reach a broader audience and are rarely reviewed in Serbia's traditional media. Using a multi-method approach—comprising content analysis of Booka's website and social media platforms, a semi-structured interview with the publisher, and an analysis of user comments on posts related to three Dutch titles published by Booka —the chapter examines the publisher's promotional activities, motivations, strategies, and selection criteria and assesses online reader engagement. The findings demonstrate that strategic branding and the effective use of social media as a promotional tool can play a crucial role in enhancing the visibility and reception of Dutch literature within the Serbian market.