The influence of booktok on algerian readers’ purchasing behavior:case shakespeare bookstore

Abstract

BookTok, a sub-community on TikTok that surged during the COVID-19 pandemic, is revolutionizing the publishing world and reshaping how consumers approach book purchases. This study aimed to investigate its influence on Algerian readers' purchasing behavior using a quantitative approach through an online survey targeting Algerian BookTok users. Results from 274 participants indicated that exposure to BookTok has a moderate positive impact on purchasing frequency, English-language book purchases, and a weaker positive impact on romance genre book purchases, and backlist title purchases. These findings highlight BookTok’s potential as a marketing channel for publishers and book sellers in Algeria.