Keywords

Virtual communities, education, influencer, reading, books, social media

Abstract

Reading is essential for learning in education. However, the digital revolution has transformed the ways to encourage reading and learning about books. People who generate and share content about books on social networks are the so-called booktokers, influencers on TikTok who have become an emerging phenomenon in this connected society. However, there is scarce research that studies them in depth. Therefore, it is crucial to explore booktokers to understand them better and to assess why they accept and use technologies to generate and share content about books on TikTok. This paper intends to explore the acceptance and use of TikTok to generate and share content about books on this social network as a booktoker. For this, a qualitative methodology of semi-structured interviews with thirteen Latin American booktokers was used. The analysis was developed through a thematic analysis based on the UTAUT2 theory to explain the findings. The results indicated the categories: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, habit, price value, and a new identified category related to the generation of community and networks. This study constitutes one of the pioneering works in the exploration of the booktoker phenomenon.

View infography

References

Albrecht, K. (2017). Positioning BookTube in the publishing world: An examination of online book reviewing through the field theory. [Master Dissertation, Leiden University]. https://bit.ly/3nmNME3

Link Google Scholar

Awotunde, J.B., Ogundokun, R.O., Ayo, F.E., Ajamu, G.J., Adeniyi, E.A., & Ogundokun, E.O. (2019). Social media acceptance and use among university students for learning purpose using UTAUT model. In L. Borzemski, J. ?wi?tek, & Z. Wilimowska (eds.), Information systems architecture and technology: Proceedings of 40th Anniversary International Conference on Information Systems Architecture and Technology. (pp. 91-102). Springer. https://doi.org/10.1007/978-3-030-30440-9_10

Link DOI | Link Google Scholar

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa

Link DOI | Link Google Scholar

británicos. In J. Sierra-Sánchez, & A. Barrientos-Báez (Eds.), Cosmovisión de la comunicación en redes sociales en la era postdigital (pp. 1037-1050). McGraw-Hill. https://bit.ly/30q1rRG

Link Google Scholar

Cohen, L., Manion, L., & Morrison, K. (2017). Research methods in education. Routledge. https://doi.org/10.4324/9781315456539

Link DOI | Link Google Scholar

Darmawan, I.G.N. (2020). The changes in attitudes of 15-year-old Australian students towards reading, mathematics and science and their impact on student performance. Australian Journal of Education, 64(3), 304-327. https://doi.org/10.1177/0004944120947873

Link DOI | Link Google Scholar

Dezuanni, M.L. (2021). TikTok’s peer pedagogies-learning about books through #booktok videos. AoIR Selected Papers of Internet Research. https://doi.org/10.5210/spir.v2021i0.11901

Link DOI | Link Google Scholar

Escamilla-Fajardo, P., Alguacil, M., & López-Carril, S. (2021). Incorporating TikTok in higher education: Pedagogical perspectives from a corporal expression sport sciences course. Journal of Hospitality, Leisure, Sport & Tourism Education, 28, 100302. https://doi.org/10.1016/j.jhlste.2021.100302

Link DOI | Link Google Scholar

Fernández, R. (2021). TikTok-datos estadísticos. Statista.https://bit.ly/3EchXDE

Link Google Scholar

Gaitán, J.A., & Piñuel, J.L. (1998). Técnicas de investigación en comunicación social. Síntesis. https://bit.ly/3GVRTx9

Link Google Scholar

Gonzalez-Carrion, E.l., & Aguaded, I. (2019). Los instagrammers más influyentes de Ecuador. Universitas, 31, 159-174. https://doi.org/10.17163/uni.n31.2019.08

Link DOI | Link Google Scholar

Guiñez-Cabrera, N., Mansilla-Obando, K., & Jeldes-Delgado, F. (2020). La transparencia publicitaria en los influencers de las redes sociales. Retos, Revista de Ciencias de la Administración y Economía, 10(20), 265-281. https://doi.org/10.17163/ret.n20.2020.05

Link DOI | Link Google Scholar

Gunasinghe, A., Abd-Hamid, J., Khatibi, A., & Ferdous-Azam, S.M. (2019). The adequacy of UTAUT-3 in interpreting academician’s adoption to e-Learning in higher education environments. Interactive Technology and Smart Education 17(1), 86-106. https://doi.org/10.1108/ITSE-05-2019-0020

Link DOI | Link Google Scholar

Hudders, L., De-Jans, S., & De-Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327-375. https://doi.org/10.1080/02650487.2020.1836925

Link DOI | Link Google Scholar

Iodice, R., & Papapicco, C. (2021). To be a TikToker in COVID-19 era: An experience of social influence. Online Journal of Communication and Media Technologies, 11(1), e202103. https://doi.org/10.30935/ojcmt/9615

Link DOI | Link Google Scholar

Izquierdo-Iranzo, P., & Gallardo-Echenique, E.E. (2020). Studygrammers: Learning influencers. [Estudigramers: Influencers del aprendizaje]. Comunicar, 62, 115-125. https://doi.org/10.3916/C62-2020-10

Link DOI | Link Google Scholar

Jerasa, S., & Boffone, T. (2021). BookTok 101: TikTok, digital literacies, and out?of?school reading practices. Journal of Adolescent & Adult Literacy. https://doi.org/10.1002/jaal.1199

Link DOI | Link Google Scholar

Jerrim, J., & Moss, G. (2019). The link between fiction and teenagers’ reading skills: International evidence from the OECD PISA study. British Educational Research Journal, 45(1), 181-200. https://doi.org/10.1002/berj.3498

Link DOI | Link Google Scholar

La Tercera (Ed.) (2021, September 27). TikTok alcanza los 1000 millones de usuarios. Qué pasa. https://bit.ly/31YF9Xo

Link Google Scholar

Lawson-Body, A., Willoughby, L., Lawson-Body, L., & Tamandja, E.M. (2018). Students’ acceptance of E-books: An application of UTAUT. Journal of Computer Information Systems, 60(3), 256-267. https://doi.org/10.1080/08874417.2018.1463577

Link DOI | Link Google Scholar

Lisdero, P.M., & Duperré, J.L. (2021). Work, training and social sensibilities: Analysis from the experiences of fit-fluencers. SN Social Sciences, 1(8), 1-18. https://doi.org/10.1007/s43545-021-00208-4

Link DOI | Link Google Scholar

Literat, I. (2021). “Teachers Act Like We’re Robots”: TikTok as a window into youth experiences of online learning during COVID-19. AERA Open, 7(1), 1-15. https://doi.org/10.1177/2332858421995537

Link DOI | Link Google Scholar

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501

Link DOI | Link Google Scholar

Marcelo, C., & Marcelo, P. (2021). Educational influencers on Twitter. Analysis of hashtags and relationship structure. [Influencers educativos en Twitter. Análisis de hashtags y estructura relacional]. Comunicar, 68, 73-83. https://doi.org/10.3916/C68-2021-06

Link DOI | Link Google Scholar

Mensah, M., & Onyancha, O.B. (2021). Ghanaian academic libraries’ use of social media: A structural equation modelling approach. Information Development. https://doi.org/10.1177/0266666921999429

Link DOI | Link Google Scholar

Merga, M.K. (2021). How can Booktok on TikTok inform readers' advisory services for young people? Library & Information Science Research, 43(2), 101091. https://doi.org/10.1016/j.lisr.2021.101091

Link DOI | Link Google Scholar

Miles, M., Huberman, M., & Saldana, J. (2019). Qualitative data analysis: A methods sourcebook. SAGE. https://bit.ly/31ZJ1bn

Link Google Scholar

Mol, S.E., & Bus, A.G. (2011). To read or not to read: A meta-analysis of print exposure from infancy to early adulthood. Psychological Bulletin, 137(2), 267-296. https://doi.org/10.1037/a0021890

Link DOI | Link Google Scholar

Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on TikTok mobile video usage. International Association of Online Engineering, 14(4), 121-137. https://doi.org/10.3991/ijim.v14i04.12429

Link DOI | Link Google Scholar

Parratt-Fernández, S., Mera-Fernández, M., & Mayoral-Sánchez, J. (2021). Nuevos prescriptores literarios: características sociodemográficas y autopercepciones del booktuber en España. Ocnos, 20(2), 56-67. https://doi.org/10.18239/ocnos_2021.20.2.2454

Link DOI | Link Google Scholar

Sorensen, K., & Mara, A. (2014). Booktubers as a networked knowledge community. In M. Limbu, & B. Gurung (Eds.), Emerging pedagogies in the networked knowledge society: Practices integrating social media and globalization (pp. 87-99). IGI Global. https://doi.org/10.4018/978-1-4666-4757-2.ch004

Link DOI | Link Google Scholar

Su, Y., Baker, B.J., Doyle, J.P., & Yan, M. (2020). Fan engagement in 15 seconds: Athletes’ relationship marketing during a pandemic via TikTok. International Journal of Sport Communication, 13(3), 436-446. https://doi.org/10.1123/ijsc.2020-0238

Link DOI | Link Google Scholar

Suárez-Álvarez, R., & García-Jiménez, A. (2021). TikTok, una aproximación de los tiktokers adolescentes españoles y

Link Google Scholar

Sullivan, A., & Brown, M. (2013). Social inequalities in cognitive scores at age 16: The role of reading. Centre for Longitudinal Studies. https://bit.ly/3z3kiNH

Link Google Scholar

Thomas, B. (2021). The# bookstagram: Distributed reading in the social media age. Language Sciences, 84, 101358. https://doi.org/10.1016/j.langsci.2021.101358

Link DOI | Link Google Scholar

Tomasena, J.M. (2019). Negotiating collaborations: BookTubers, the publishing industry, and YouTube’s ecosystem. Social Media+ Society, 5(4). https://doi.org/10.1177/2056305119894004

Link DOI | Link Google Scholar

Torppa, M., Niemi, P., Vasalampi, K., Lerkkanen, M.K., Tolvanen, A., & Poikkeus, A.M. (2020). Leisure reading (but not any kind) and reading comprehension support each other—A longitudinal study across grades 1 and 9. Child development, 91(3), 876-900. https://doi.org/10.1111/cdev.13241

Link DOI | Link Google Scholar

UNESCO (Ed.) (2017). Cifra en 617 millones a los niños y adolescentes sin conocimientos mínimos en lectura y matemáticas. Naciones Unidas. https://bit.ly/3laPsxE

Link Google Scholar

Venkatesh, V., Morris, M.G., Davis, G.B., & Davis, F.D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540

Link DOI | Link Google Scholar

Venkatesh, V., Thong, J.Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS quarterly, 36(1), 157-178. https://doi.org/10.2307/41410412

Link DOI | Link Google Scholar

Vizcaíno-Verdú, A., & Tirocchi, S. (2021). Tiktokers y objetivación sexual de género en retos musicales. Media Education, 12(1), 7-16. https://doi.org/10.36253/me-9674

Link DOI | Link Google Scholar

Vizcaíno-Verdú, A., Contreras-Pulido, P., & Guzmán-Franco, M.D. (2019). Reading and informal learning trends on YouTube: The booktuber. [Lectura y aprendizaje informal en YouTube: El booktuber]. Comunicar, 59, 95-104. https://doi.org/10.3916/C59-2019-09

Link DOI | Link Google Scholar

Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: a systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644. https://doi.org/10.1111/ijcs.12647

Link DOI | Link Google Scholar

Williams, M.L., Saunderson, I.P., & Dhoest, A. (2021). Students’ perceptions of the adoption and use of social media in academic libraries: A UTAUT Study. Communicatio, 47(1), 76-94. https://doi.org/10.1080/02500167.2021.1876123

Link DOI | Link Google Scholar

Xu, W., & Zammit, K. (2020). Applying thematic analysis to education: A hybrid approach to interpreting data in practitioner research. International Journal of Qualitative Methods, 19, 1-9. https://doi.org/10.1177/1609406920918810

Link DOI | Link Google Scholar

Ye, G., Hudders, L., De-Jans, S., & De-Veirman, M. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), 160-178. https://doi.org/10.1080/00913367.2020.1857888

Link DOI | Link Google Scholar

Zhang, Z. (2021). Infrastructuralization of Tik Tok: Transformation, power relationships, and platformization of video entertainment in China. Media, Culture & Society, 43(2), 219-236. https://doi.org/10.1177/0163443720939452

Link DOI | Link Google Scholar

Crossmark

Technical information

Received: 13-09-2021

Revised: 25-10-2021

Accepted: 03-12-2021

OnlineFirst: 01-02-2022

Publication date: 01-04-2022

Article revision time: 42 days | Average time revision issue 71: 45 days

Article acceptance time: 81 days | Average time of acceptance issue 71: 70 days

Preprint editing time: 155 days | Average editing time preprint issue 71: 144 days

Article editing time: 200 days | Average editing time issue 71: 189 days

Metrics

Metrics of this article

Views: 31527

Abstract readings: 26646

PDF downloads: 4881

Full metrics of Comunicar 71

Views: 336932

Abstract readings: 303773

PDF downloads: 33159

Cited by

Cites in Web of Science

Nombela, DM; Dominici, P; (...); Silveira, MJ. The new online university education: from the emotional to the spectacular Revista Latina de Comunicacion Social, 2023.

https://doi.org/10.4185/RLCS-2023-1980

Barroso-Moreno, C; Rayon-Rumayor, L; (...); Hernandez-Ortega, J. Polarization, virality and contrary sentiments for LGTB content on Instagram, TikTok, and Twitter Profesional de la Informacion, 2023.

https://doi.org/10.3145/epi.2023.mar.11

Cites in Scopus

Martínez-Sanz, R., Buitrago, Á., Martín-García, A. . Communication for health through TikTok. Study of influencers in the pharmaceutical field and connection with their audience |), Revista Mediterranea de Comunicacion, .

https://doi.org/10.14198/MEDCOM.23435

Magadán-Díaz, M., Rivas-García, J.I. . Persuasion and Engagement in the Spanish Bookfluencers ), Publishing Research Quarterly, .

https://doi.org/10.1007/s12109-023-09948-y

Barroso-Moreno, C., Rayón-Rumayor, L., Bañares-Marivela, E., Hernández-Ortega, J.. Polarization, virality and contrary sentiments for LGTB content on Instagram, TikTok, and Twitter), Profesional de la Informacion , .

https://doi.org/10.3145/epi.2023.mar.11

Nombela, D.M., Dominici, P., Gato Bermúdez, M.J., (...), Díaz Cuesta, J.F., Silveira, M.J.. The new online university education: from the emotional to the spectacular), Revista Latina de Comunicacion Social, .

https://doi.org/10.4185/RLCS-2023-1980

Malca-Liza, A.M., Solano-García, A.A., Turriate-Guzman, A.M., Alarcón-Llontop, L.-R. . Analysis of Digital Data on Social Network TikTok During COVID-19 Lecture Notes in Networks and Systems), Lecture Notes in Networks and Systems, .

https://doi.org/10.1007/978-981-99-1726-6_15

Cites in Google Scholar

El profesorado, eje fundamental de la transformación de la docencia universitaria RS Cuerda - researchgate.net

...

El fenómeno booktok y la lectura en pandemia: jóvenes, pantallas, libros y editoriales P Cuestas, G Pates, V Saez - Austral Comunicación, 2022 - ojs.austral.edu.ar

https://ojs.austral.edu.ar/index.php/australcomunicacion/article/view/738

Nuevos mediadores, nuevas estrategias de lectura JA García - Interconectando Saberes, 2022 - is.uv.mx

Instagram y TikTok como innovación de la Internet de la imagen en clase de lengua y literatura J Rovira-Collado, M Ribes-Lafoz, J Hernández Ortega - 2022 - rua.ua.es

https://rua.ua.es/dspace/handle/10045/128802

Comunicación para la salud a través de TikTok. Estudio de influencers de temática farmacéutica y conexión con su audiencia R Martínez-Sanz, Á Buitrago… - Revista …, 2023 - mediterranea-comunicacion.org

https://www.mediterranea-comunicacion.org/article/view/23435

La investigación educativa como didáctica en la enseñanza de la posverdad. Análisis de contextos AN Masegosa - Revista de Propuestas Educativas, 2023 - propuestaseducativas.org

https://propuestaseducativas.org/index.php/propuestas/article/view/1000

Paula Cuestas G Pates, V Saez - scholar.archive.org

https://ojs.austral.edu.ar/index.php/australcomunicacion/article/view/738

7

Download

Alternative metrics

How to cite

Guiñez-Cabrera, N., & Mansilla-Obando, K. (2022). Booktokers: Generating and sharing book content on TikTok. [Booktokers: Generar y compartir contenidos sobre libros a través de TikTok]. Comunicar, 71, 119-130. https://doi.org/10.3916/C71-2022-09

Share

           

Oxbridge Publishing House

4 White House Way

B91 1SE Sollihul United Kingdom

Administration

Editorial office

Creative Commons

This website uses cookies to obtain statistical data on the navigation of its users. If you continue to browse we consider that you accept its use. +info X