Publicação
The Influence of BookTok on Book Buying Behavior
| Resumo: | Sales of books recommended on TikTok have been boosted by the BookTok community, where review content went viral and transformed consumer behavior. This study investigates the perceived influence of BookTokes through psychological factors, sense of belonging, and trust on purchase intentions and consumer engagement. A survey was conducted with 200 respondents who were familiar with BookTok. With the use of a conceptual model, the main objective of the study was to test the influence of BookTokers' perceived influence on purchase intentions and consumer engagement, as well as the mediating roles of trust and sense of belonging. The results show that perceived influence of BookTokes significantly increases purchase intentions and consumer engagement, with a strong mediating effect of sense of belonging in consumer engagement. Although sense of belonging did not mediate purchase intentions and trust was rejected as a mediator to either outcome. These findings contribute to the theoretical understanding of the BookTok community and provide insights for publishers, marketing professionals, and BookTokers marketing strategies. This study highlights BookTokers' direct influence on purchase intentions and engagement, also through sense of belonging, revealing limitations of trust for future research on literary influencer marketing. |
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| Autores principais: | Ferreira, Margarida Colaço |
| Assunto: | BookTok Consumer Buying Behavior Digital Influencers Purchase Intentions Social Network |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Sales of books recommended on TikTok have been boosted by the BookTok community, where review content went viral and transformed consumer behavior. This study investigates the perceived influence of BookTokes through psychological factors, sense of belonging, and trust on purchase intentions and consumer engagement. A survey was conducted with 200 respondents who were familiar with BookTok. With the use of a conceptual model, the main objective of the study was to test the influence of BookTokers' perceived influence on purchase intentions and consumer engagement, as well as the mediating roles of trust and sense of belonging. The results show that perceived influence of BookTokes significantly increases purchase intentions and consumer engagement, with a strong mediating effect of sense of belonging in consumer engagement. Although sense of belonging did not mediate purchase intentions and trust was rejected as a mediator to either outcome. These findings contribute to the theoretical understanding of the BookTok community and provide insights for publishers, marketing professionals, and BookTokers marketing strategies. This study highlights BookTokers' direct influence on purchase intentions and engagement, also through sense of belonging, revealing limitations of trust for future research on literary influencer marketing. |
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Atividades financiadas
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