A Influência do Bookstagram no Comportamento do Consumidor Literário

Abstract

In the context of increasing digitalization and intensive use of social media, reading habits and literary consumption have undergone significant changes. Instagram, in particular, has given rise to virtual communities such as Bookstagram, where readers and content creators share book recommendations and reading experiences with thousands of followers. This article examines the impact of Bookstagram on consumer behavior. It also addresses the mechanisms of influence used by bookstagrammers, the role of publishing houses, and the digital marketing strategies adopted. Although there is no conclusive empirical evidence linking Bookstagram directly to increased sales, available data suggest a growing appreciation for reading among younger audiences. The study concludes with suggestions for future research that could further explore the effectiveness of this community as a tool for literary marketing.