Booktokers: Generating and sharing book content on TikTok

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. La lectura es fundamental para el aprendizaje en la educación. Si bien, la revolución digital ha transformado la manera de incentivar la lectura y conocer sobre libros. Las personas que generan y comparten contenidos sobre libros en las redes sociales son los denominados booktokers, influencers de la red social TikTok, quienes se han convertido en un fenómeno emergente en esta sociedad conectada, pero aún con poca investigación que los estudie en profundidad. Por lo tanto, es crucial explorar para una mayor comprensión a los booktokers y conocer por qué aceptan y usan tecnologías para generar y compartir contenidos sobre libros en la red social TikTok. Se pretende explorar la aceptación y uso de TikTok para generar y compartir contenido sobre libros en esta red social siendo un booktoker. Se utiliza una metodología cualitativa de entrevistas semiestructuradas a trece booktokers latinoamericanos. El análisis se desarrolló por medio de un análisis temático basándonos en la teoría UTAUT2 para explicar los hallazgos. Los resultados indicaron las categorías: la expectativa de desempeño, la expectativa de esfuerzo, la influencia social, las condiciones facilitadoras, la motivación hedónica, el hábito, el precio y una nueva categoría identificada que es generar comunidad y redes. La contribución de este estudio es ser uno de los pioneros en la exploración del fenómeno de los booktokers.

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