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O impacto das redes sociais no crescimento do mercado literário em Portugal: o caso do Booktok
| Name: | Description: | Size: | Format: | |
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| 2.33 MB | Adobe PDF |
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Abstract(s)
Este estudo teve como objetivo investigar o impacto do movimento BookTok no crescimento do mercado literário em Portugal, analisando variáveis que influenciam a compra de livros após a exposição a este tipo de conteúdo. Para responder a esta questão, foi utilizado um método de investigação misto, ou seja, foram obtidas 336 respostas através de um questionário direcionado aos utilizadores do Booktok, nos quais dados foram posteriormente analisados com o SPSS, assim como foram realizadas 15 entrevistas a profissionais no setor literário, cujas informações foram analisadas através do NVivo.
Com os resultados foi possível verificar que o BookTok tem uma influência considerável nos consumidores, ou mais precisamente, no público jovem, e também o papel importante das redes sociais para descobrir novos títulos e construir uma comunidade entre os leitores. Quanto as editoras e livrarias estão a adaptar-se de forma gradual, utilizando estratégias como a colaboração com influencers, e eventos presenciais com autores de livros populares no Booktok. Porém, existem alguns fatores que limitam a utilização desta comunidade como uma estratégia de marketing, sendo estes o acompanhamento das tendências e a gestão da logística, que se tornam fortes obstáculos ao sucesso, porque as opiniões destes utilizadores mudam rapidamente.
Logo, através deste estudo foi possível verificar que a comunidade BookTok está a modificar o mercado literário para as editoras e livrarias em Portugal, visto que a mesma traz tanto novas oportunidades como novos desafios. Para tal, é crucial que existam constantes atualizações às estratégias de marketing de editoras e livrarias. Este estudo foi relevante para literatura existente visto que contribui para a compreensão das dinâmicas entre leitores, influencers e pontos de venda através de um método de investigação misto, o que pode ajudar a preencher certas lacunas que existem na investigação sobre marketing digital no mercado literário.
This study aimed to investigate the impact of the BookTok movement on the growth of the literary market in Portugal, analyzing variables that influence the purchase of books after exposure to this type of content. To answer this question, a mixed research method was used, that is, 336 responses were obtained through a questionnaire aimed at Booktok users, whose data were later analyzed with SPSS, as well as 15 interviews were carried out with professionals in the literary sector, whose information was verified through NVivo. With the results it was possible to verify that BookTok has a very specific influence on consumers, or more precisely, on young audiences, and also the important role of social networks in discovering new titles and building a community among readers. Publishers and bookstores are adapting little by little, using collaboration strategies with influencers, and in-person events with authors of popular books on Booktok. However, there are some factors that limit the use of this community as a marketing strategy, such as trend tracking and logistics management, which become strong obstacles to success, because the opinions of these users change quickly. Therefore, through this study it was possible to verify that the BookTok community is changing the literary market for publishers and bookstores in Portugal, as it brings so many new opportunities and new challenges. To this end, it is crucial that there are constant updates to the marketing strategies of publishers and bookstores. This study was relevant to the existing literature because it contributes to understanding the dynamics between readers, influencers and points of sale, which can help fill certain gaps that exist in research on digital marketing in the literary market.
This study aimed to investigate the impact of the BookTok movement on the growth of the literary market in Portugal, analyzing variables that influence the purchase of books after exposure to this type of content. To answer this question, a mixed research method was used, that is, 336 responses were obtained through a questionnaire aimed at Booktok users, whose data were later analyzed with SPSS, as well as 15 interviews were carried out with professionals in the literary sector, whose information was verified through NVivo. With the results it was possible to verify that BookTok has a very specific influence on consumers, or more precisely, on young audiences, and also the important role of social networks in discovering new titles and building a community among readers. Publishers and bookstores are adapting little by little, using collaboration strategies with influencers, and in-person events with authors of popular books on Booktok. However, there are some factors that limit the use of this community as a marketing strategy, such as trend tracking and logistics management, which become strong obstacles to success, because the opinions of these users change quickly. Therefore, through this study it was possible to verify that the BookTok community is changing the literary market for publishers and bookstores in Portugal, as it brings so many new opportunities and new challenges. To this end, it is crucial that there are constant updates to the marketing strategies of publishers and bookstores. This study was relevant to the existing literature because it contributes to understanding the dynamics between readers, influencers and points of sale, which can help fill certain gaps that exist in research on digital marketing in the literary market.
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Keywords
Social media TikTok Booktok Influencer marketing Estratégia de marketing Social media Marketing strategy