Publicação
The Booktok sensation : understanding how booktok influences purchase intention among generation Z in Portugal
| Resumo: | This dissertation aimed to evaluate the influence of the BookTok literary community on the book purchasing intentions of Portuguese Generation Z, exploring simultaneously how this influence manifests itself across distinct reader profiles. To this end, five relevant factors were identified in the context of BookTok, namely Visual Appeal, Hedonic Motivation, Digital Influencers, Parasocial Relationships, and FOMO (Fear of Missing Out); and three reader segments were defined, Bookworms, Book Doubters, and Book Avoiders. With a quantitative approach, 407 valid responses were collected through a questionnaire, allowing the author to analyse perceptions about the dimensions studied and comprehend their relationship with book purchase intentions. The results reveal that BookTok exerts influence through multiple factors that, together, build a cultural ecosystem that promotes unique consumption. The hedonic nature of the community stands out, functioning as a space for entertainment and pleasure, where positive emotions associated with the content are transferred to the books presented, encouraging purchase. It was also possible to recognize the central role played by booktokers, not seen as authority figures, but as authentic and relatable peers, capable of transforming reading into a collective and emotional experience. This effect is reinforced by TikTok’s algorithm, which enhances both the discovery of new books and the feeling of belonging in the community. The segmented analysis confirmed that BookTok’s influence is not homogeneous, as bookworms tend to integrate recommendations into their consolidated reading habits, while Book Doubters and Book Avoiders experience BookTok mainly as an entertainment platform and may purchase books as an extension of this hedonic experience or as a form of social participation. Thus, the study demonstrates that BookTok influences Portuguese Generation Z through the interaction of different mechanism, which work together and in an interconnected manner to motivate users within the BookTok community to create a desire to purchase. |
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| Autores principais: | Saruga, Catarina Alexandra Gonçalves |
| Assunto: | Digital reading communities TikTok BookTok Generation Z Purchase intention Behavioural drivers Comunidades literárias Digitais Geração Z Intenção de compra Determinantes comportamentais |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | This dissertation aimed to evaluate the influence of the BookTok literary community on the book purchasing intentions of Portuguese Generation Z, exploring simultaneously how this influence manifests itself across distinct reader profiles. To this end, five relevant factors were identified in the context of BookTok, namely Visual Appeal, Hedonic Motivation, Digital Influencers, Parasocial Relationships, and FOMO (Fear of Missing Out); and three reader segments were defined, Bookworms, Book Doubters, and Book Avoiders. With a quantitative approach, 407 valid responses were collected through a questionnaire, allowing the author to analyse perceptions about the dimensions studied and comprehend their relationship with book purchase intentions. The results reveal that BookTok exerts influence through multiple factors that, together, build a cultural ecosystem that promotes unique consumption. The hedonic nature of the community stands out, functioning as a space for entertainment and pleasure, where positive emotions associated with the content are transferred to the books presented, encouraging purchase. It was also possible to recognize the central role played by booktokers, not seen as authority figures, but as authentic and relatable peers, capable of transforming reading into a collective and emotional experience. This effect is reinforced by TikTok’s algorithm, which enhances both the discovery of new books and the feeling of belonging in the community. The segmented analysis confirmed that BookTok’s influence is not homogeneous, as bookworms tend to integrate recommendations into their consolidated reading habits, while Book Doubters and Book Avoiders experience BookTok mainly as an entertainment platform and may purchase books as an extension of this hedonic experience or as a form of social participation. Thus, the study demonstrates that BookTok influences Portuguese Generation Z through the interaction of different mechanism, which work together and in an interconnected manner to motivate users within the BookTok community to create a desire to purchase. |
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