Researchers Marilé Pretel, from the BRECHDIG Research Group at Universidad CEU
San Pablo (CEU USP), and Carmen
Ruíz-Viñals and José Luis del Olmo,
from Universidad Abat Oliba CEU (UAO CEU), have conducted a study on the
influence power of bookstagrammers on
Instagram as part of the "Social
Networks and Entrepreneurship" project funded by the Chair of Business
Creation and Family Business at UAO CEU.
Influencer marketing is
increasingly becoming an essential tool for connecting brands and consumers
through influential personalities on social media. Despite the growing
scientific interest in this marketing modality, questions still persist in our
understanding of what type of content and strategies work and what leads them
to gain greater influence power. "This
study has focused on a particular niche of influencers: bookstagrammers, that
is, those who share their love for books, offer editorial reviews, and promote
reading by creating a unique phenomenon that has not yet been fully
investigated," says José Luis
del Olmo.
"One of the most noteworthy findings suggests that posts incorporating
photographs of authors or book covers are positively associated with follower
engagement on the Instagram accounts of these bookstagrammers,"
explains Marilé Pretel. In contrast,
posts expressing emotions are negatively associated with the level of follower
engagement. "This discovery
highlights the importance of carefully choosing visual elements and their
impact on audience engagement," explains Carmen Ruiz-Viñals.
The study, based on a
comprehensive analysis of data collected from the most prominent bookstagrammers worldwide, aims to
uncover the complex relationship between content strategy and engagement of
these literary influencers with their followers on Instagram, exploring the
correlation between the number of followers, volume of content, and featured
posts. Study objectives include analysing the communication model of bookstagrammers on Instagram, comparing
their behavioural engagement, and evaluating levels of popularity, engagement,
and virality.
To study this community, a
descriptive exploratory study was conducted based on the analysis of content
generated by the top 10 most influential bookstagrammer
profiles in the world on their Instagram profiles. This method involves
tracking and drawing conclusions from qualitatively collected data. The sample
was selected by triangulating rankings generated by various sources and the
resulting ranking from Google's SEO algorithm. This innovative approach helps
understand the total set of actions carried out on Instagram, providing a more
comprehensive view of social influence in the digital literary sphere.
Data collection was carried out by
monitoring the activity of these literary influencers. Instagram was chosen due
to it being the social network with the largest number of followers in this
category of products/services, and also because users, influencers, and
publishers increasingly rely on it for their marketing strategies.
To evaluate the participation of
followers of these cultural influencers, reactions on Instagram were recorded
during the study period, which extended from January 1st to December 31st,
2021. The study not only sheds light on the secrets of bookstagrammers’ success
but also raises new questions about the changing dynamics between cultural
influencers and their followers on social media. With the growing importance of
these bookstagrammers in the digital
literary world, this study marks a significant step towards a deeper
understanding of their impact and contribution to promoting reading in the
digital era.