From screen to shelf : decoding virality through micro-influencers and online literary niches / Mathilde Boonekamp

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From screen to shelf : decoding virality through micro-influencers and online literary niches / Mathilde Boonekamp

Study and report

BOONEKAMP, Mathilde. Author

Published by ESCP Business School - 2024

Library: Paris Champerret Paris Montparnasse Madrid Turin London Berlin

Source: Syracuse

Item type

Study and report

Dissertation

MSC Marketing & Communication

Language

English

Publication date: 2024

Subjects: SOCIAL NETWORK - INFLUENCER - LITERATURE

This thesis explores the mechanisms driving the virality of book recommendations on social media, focusing specifically on the communities of BookTok and Bookstagram. With the question “What mechanisms lie behind the potential virality of content shared by literary micro influencers?”, this study investigates the roles of authenticity, audience engagement, and content personalization in amplifying book influencers’ reach and impact.