The Book Publishing Industry in the Digital Age : social media and online book communities

Abstract

The book publishing industry has been affected by the digital era’s digitalisation, as book formats can be divided into traditional paper books and digital formats such as e-books and audiobooks. Consumers, their behaviour, and purchasing decisions are influenced by internal and external factors, providing insight into their overall market actions. Social media has many uses for influencers and book-related businesses, and readers have online book communities on BookTok, BookTube, and Bookstagram, where there are passionate discussions and engagement occurring. Though anyone can influence others without fitting into the expectation that to be an “influencer,” a high following is required. Each book's format has its pros and cons when it comes to environmental impact, accessibility, and the overall experience of a reader. Also, considering the risks and possibilities of piracy, e-books and audiobooks are accessible and available in digital form.

The research aims to answer two qualitative research questions that allow flexibility and space for interpretations and analysis. “How the digital era changed book publishing industry” and “How has TikTok’s BookTok influenced reader consumers and businesses in the book industry. Research was conducted by first building a theoretical understanding of marketing and consumers' actions in the market, what possibilities social media enables for these users, and then how each online book community and book format works for a reader. The qualitative research method of analysis and interpretation was utilized, as many sources were compared to support or contradict each other.

The first finding was that paper books are popular while experiencing small decreases during the years of the COVID-19 pandemic worldwide and in the United States. E-books have their own steady sales, and audiobook sales have kept increasing continuously. The second finding is that online book communities, BookTok have had a positive influence on community and participation, being possible for everyone, not only readers, but also bookstores and libraries. Though the communities also showed signs and pressure to overconsume books as an aesthetic and to be an idealistic image of a reader.