The BookTok Phenomenon

Abstract

The main aim of my research was to analyse the reading habits of the younger generations and the impact of the rising popularity of social media on book publishing. My primary goal was to explore the correlation between the two and its extent. My
hypothesis mostly focuses on the way various social media sites and platforms could potentially encourage and promote reading among younger people, along with how the widespread usage has led to a significant influence on economics. Thus, the research
combines quantitative and qualitative elements, but also heavily utilizes empirical methods. However, the mere existence of data can raise several further questions. For example, how rapidly Hungarian publishers adopt foreign models, whether the
heightened state induced by BookTok is sustainable, or how currently popular books should be considered in terms of quality. Some answers may or may not reflect individual taste and subjectivity, but it is still worth considering whether it is advised to follow the American patterns. The focus of my research is on the behavioural patterns of Generation Z members (taking into account generational differences), including reading habits, digital detox effects, and social media usage habits. In addition, I found
it important to address how social media platforms, most significantly TikTok, influence their users, the type of content that is mostly desired, and data also supports the unwavering popularity. Another significant key element that can be included is the COVID-19 pandemic. These were all essential factors in the change of user habits, which directly contributed to the emergence of the BookTok Phenomenon.