The BookTok effect : exploring the intersection of social media and contemporary reading culture
Ådjers, Patricia (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025082824244
https://urn.fi/URN:NBN:fi:amk-2025082824244
Tiivistelmä
This thesis explores BookTok, a book-focused community within TikTok, and its influence on how books are discovered, discussed, and selected. Using a quantitative survey of TikTok users with an interest in reading, the study examines patterns of exposure, purchasing behaviour, and social participation.
According to the results BookTok strength is helping TikTok users find new books. This seems to be thanks to TikTok’s algorithm, which often throws unexpected titles onto users’ feeds without them even looking for them. Some of the replies reported that they buy books due to the recommendations, while others find the videos entertaining to watch. However, this study shows that sharing book suggestions with friends was common, though feeling of connection to the BookTok community was mixed. Overall, BookTok plays a significant role in shaping reading trends and fueling online conversations, even if its influence on purchasing decisions and community ties is less consistent.
According to the results BookTok strength is helping TikTok users find new books. This seems to be thanks to TikTok’s algorithm, which often throws unexpected titles onto users’ feeds without them even looking for them. Some of the replies reported that they buy books due to the recommendations, while others find the videos entertaining to watch. However, this study shows that sharing book suggestions with friends was common, though feeling of connection to the BookTok community was mixed. Overall, BookTok plays a significant role in shaping reading trends and fueling online conversations, even if its influence on purchasing decisions and community ties is less consistent.