The influence of booktok on algerian readers’ purchasing behavior:case shakespeare bookstore
| dc.contributor.advisor | El Mokretar, Lamia | |
| dc.contributor.author | Mebarek, Yousra | |
| dc.date.accessioned | 2025-10-07T12:26:52Z | |
| dc.date.issued | 2025-09-08 | |
| dc.description.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. | |
| dc.identifier.uri | https://dspace.ensmanagement.edu.dz/handle/123456789/1842 | |
| dc.language.iso | en | |
| dc.publisher | Koléa : Ecole Nationale Supérieure de Management | |
| dc.subject | Purchasing behavior | |
| dc.subject | BookTok | |
| dc.subject | Purchasing Frequency | |
| dc.subject | Algerian readers | |
| dc.title | The influence of booktok on algerian readers’ purchasing behavior:case shakespeare bookstore | |
| dc.type | Thesis |