Published: 2024-11-13

Influencer communication about books on TikTok. The case of the profile @mrukbooki

Joanna Sosnowska , Aneta Wójciszyn-Wasil
Kultura-Media-Teologia
Section: Artykuły i rozprawy
https://doi.org/10.21697/kmt.2024.59.09

Abstract

The content provided on the TikTok platform has a strong impact on the behavior, development, identity formation and skills of young audiences. One of the important trends of recent years is the promotion of the subject of books by users of this app. BookTok has become a benchmark for a contemporary form of literature review realised using the means of expression inherent in social media. The purpose of the article is to describe the specifics of a book influencer on the example of the popular profile of the Polish booktoker, Emila Jachimczyk. The reflection focuses on two dimensions: influencer communication and the review formula as aspects of the content presented by the influencer The popularity of the publications on the profile means that the research undertaken can be regarded as a reading of contemporary trends in the digital, online presence of book influencers in the Polish social media space.

Keywords:

BookTok, book, influencer, communication, TikTok

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