Big Data Analytics for Publishing Development: Prospects and Challenges in the Nigerian Book Industry


  • Abdulrasheed A. Afolabi School of Communication, Universiti Sains Malaysia, Penang, 11800 Malaysia ; Department of Book Publishing, Yaba College of Technology, 100001 Lagos, Nigeria
  • Izzal Asnira Zolkepli Department of Book Publishing, Yaba College of Technology, 100001 Lagos, Nigeria



Studies on the growth of the Nigerian book publishing industry in the multimedia landscape reiterate the need for the deployment of innovative marketing practices, given the observed decline in book publishing performance over the years. By adopting big data analytics, publishers are able to leverage on user-generated data (UGD) for product development and online marketing. However, the adoption of big data in the Nigerian book publishing industry remains an uncharted pathway to development. This study explores big data adoption in the Nigerian book publishing industry through a literature review of studies on technology innovation adoption in the context of book publishing, with a focus on big data. A literature search was conducted in Google Scholar, and relevant studies selected for review and analysis. Findings reveal the use of big data for publishing development in a number of developed nations, including the use of big data analytics in publishing houses' book development processes. Big data analytics also give book publishers the boost they need for distribution, sales, and advertising as well as price optimization. However, there is no clear proof that Nigeria's publishing sector has adopted big data for book publishing processes, although results show that big data analytics can help publishers increase the effectiveness of their book publishing operations. Given the potential to improve productivity and profitability, implementing big data analytics in the Nigerian book publishing sector as a new avenue to development that has to be explored further.


Book Publishing, Big Data, Digital Marketing, Marketing Strategy, Nigeria


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How to Cite

Afolabi, A. A., & Zolkepli, I. A. . (2023). Big Data Analytics for Publishing Development: Prospects and Challenges in the Nigerian Book Industry. International Journal of Management and Human Science (IJMHS), 7(2), 20-27.