Reading in the age of influence: an analysis of the impact of BookTokers on book consumption intentions

BookTok has emerged as a dynamic subcommunity where readers and authors engage with both classic and contemporary literature. Central to this space are influencers—BookTokers—who recommend titles, share opinions, and spark discussions around emotionally engaging stories and memorable characters. Despite the recognized role of digital influencers in shaping follower attitudes and behaviors, few studies have explored how BookTokers specifically impact literary consumption. This study advances the Theory of Planned Behavior (TPB) by investigating how users’ attitudes toward BookToker recommendations, subjective norms, perceived behavioral control, and influencer impact shape users’ intentions to read. Data were collected from 663 individuals who follow at least one BookToker and engage with literary content online, with the research model tested via SmartPLS 4 and sample profiling conducted in R. Results demonstrate that positive attitudes toward BookToker recommendations significantly predict reading intentions, whereas general subjective norms do not exert a significant effect. Notably, BookTokers function as salient social referents, influencing not only behavioral intentions but also users’ attitudes, perceived norms, and perceived behavioral control. These findings suggest a theoretical refinement of TPB by highlighting the centrality of platform-specific influencers embedded within digital subcultures as primary attitudinal and normative referents, thereby decoupling social influence from traditional normative frameworks. From a managerial perspective, the study identifies BookTokers as potent promoters of literary products, capable of engaging diverse audiences. Beyond their marketing function, BookTokers contribute substantively to the promotion of sustained reading habits, particularly in contexts where conventional interventions have had limited success.