The phenomenon of BookTok and its impact on the transformation of literary culture and the publishing industry / Martina Ridzuan and Norsyuhada Ahmadrashidi

This study aims to investigate the BookTok phenomenon and its profound effects on the reconfiguration of literary culture and the publishing industry. By analysing the impact of BookTok on book recommendations, sales, and authorship, this research seeks to shed light on the transformative power of social media platforms in shaping contemporary reading habits and the dissemination of literature. Through a comprehensive exploration of the BookTok phenomenon, this study contributes to changes in the publishing industry. It has an impact to the sales and circulation of books. The study employed a structured interview analysis. A group of two individuals who are influencer on BookTok have been chosen to serve as informants. Motivated by their fervour for reading, numerous individuals have assumed the role of content creators on BookTok, a platform dedicated to fostering interaction among fellow book enthusiasts. These individuals engage in activities such as providing book reviews or offering recommendations on beloved titles. Over the course of their careers, these content providers have accumulated a substantial number of followers, thereby establishing themselves as powerful individuals. Consequently, they have had a significant impact on popular trends and have played a role in shaping the reading preferences of a considerable portion of the community The emergence of BookTok as a thriving community on TikTok has brought about significant changes in the publishing industry and has facilitated the growth of a literary culture