Skip to main content
SpringerLink
Log in

Persuasion and Engagement in the Spanish Bookfluencers' Content

  • Published:
Publishing Research Quarterly Aims and scope

Abstract

This research aims to analyze the persuasiveness of bookfluencers and the impact of content formats on their followers' engagement and intention to purchase books. The theoretical framework for this study is the Elaboration Probability Model adapted to social networks. The research used the Experimental Vignette Methodology through a questionnaire launched to YouTube, Instagram, and TikTok users and via email to UEMC (Miguel de Cervantes European University) students. The data collected were treated statistically. The findings confirm the importance of argument quality in persuasive messages. The results highlight the significance of the audiovisual content format, both in the engagement and purchase intention, when followers process information through their central route.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Source own elaboration from Petty and Cacioppo [33], Teng et al. [39] and Shahab et al. [38]

Fig. 2

Source own elaboration

Similar content being viewed by others

References

  1. Leung FF, Gu FF, Palmentier RW. Online influencer marketing. J Acad Mark Sci. 2022;50(2):226–51. https://doi.org/10.1007/s11747-021-00829-4.

    Article  Google Scholar 

  2. Haenlein M, Anadol E, Farnsworth T, Hugo H, Hunichen J, Welte D. Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok & Co. Calif Manag Rev. 2020;63(1):5–25.

    Article  Google Scholar 

  3. Kaye DBV, Zeng J, Wikstrom P. TikTok: creativity and culture in short video. New York: Wiley; 2022.

    Google Scholar 

  4. Almeida J. Nuevos mediadores, nuevas estrategias de lectura. Interconectando Saberes. 2022;14(7):219–24.

    Article  Google Scholar 

  5. Cabrera NG, Obando KM. Booktokers: Generar y compartir contenidos sobre libros a través de TikTok. Comunicar. 2022;30(71):119–30. https://doi.org/10.3916/C71-2022-09.

    Article  Google Scholar 

  6. Abidin C, Brown ML. Microcelebrity around the globe: approaches to cultures of internet fame. Bingley: Emerald Group Publishing; 2018.

    Book  Google Scholar 

  7. Yesiloglu S, Costello J. Influencer marketing: building brand communities and engagement. 1st ed. Milton Park: Routledge; 2020.

    Book  Google Scholar 

  8. Parratt S, Mera M, Mayoral J. Nuevos prescriptores literarios: Características sociodemográficas y autopercepciones del booktuber en España. Ocnos. 2021;20(2):55–67.

    Google Scholar 

  9. Putra A, Suhud U, Handaru AW. The role of brand reputation on customer retention of social media users. Int J Soc Sci World. 2022;4(1):126–37. https://doi.org/10.5281/zenodo.6132552.

    Article  Google Scholar 

  10. Stolley K, Kerrigan F, Yalkin C. Branded entertainment: a critical review. In: The Routledge companion to media industries. Milton Park: Routledge; 2021. p. 372–81.

    Chapter  Google Scholar 

  11. Cantone L, Testa L, Marrone T. Issues in defining and placing consumer brand engagement. Ital J Market. 2022. https://doi.org/10.1007/s43039-022-00054-z.

    Article  Google Scholar 

  12. Delbaere M, Michael B, Phillips BJ. Social media influencers: a route to brand engagement for their followers. Psychol Mark. 2021;38(1):101–12. https://doi.org/10.1002/mar.21419.

    Article  Google Scholar 

  13. López I, Fernández A. Bookstagrammers, los nuevos críticos literarios. Transform Digit (2021). https://doi.org/10.12795/9788447231324

  14. Tomasena JM. ¿Quiénes son los bookTubers?: Características de los video-blogueros literarios en lengua española. Ocnos. 2021;20(2):43–55.

    Article  Google Scholar 

  15. Hernández J, Sánchez P, Rovira J. Nuevos ecosistemas transmedia para la promoción de la lectura en la era de los booktubers. Investigaciones Sobre Lectura. 2021;15:23–15.

    Article  Google Scholar 

  16. Sorensen K, Mara A. BookTubers as a networked knowledge community. In: Emerging pedagogies in the networked knowledge society: practices integrating social media and globalization. Pennsylvania: IGI Global; 2013. p. 87–99.

    Google Scholar 

  17. Guardado da Silva C, Catanho C. Bookstagram y los mercados editoriales estadounidense y portugués. Ámbitos. 2021;53:25–41.

    Google Scholar 

  18. Thomas B. The #bookstagram: distributed reading in the social media age. Lang Sci. 2021;84:101358. https://doi.org/10.1016/j.langsci.2021.101358.

    Article  Google Scholar 

  19. Jaakkola M. From re-viewers to me-viewers: the #Bookstagram review sphere on Instagram and the uses of the perceived platform and genre affordances. Interactions. 2019;10(1–2):91–110. https://doi.org/10.1386/iscc.10.1-2.91_1.

    Article  Google Scholar 

  20. Ladhari R, Massa RE, Skandrani H. YouTube vloggers’ popularity and influence: the roles of homophily, emotional attachment, and expertise. J Retail Consum Serv. 2020. https://doi.org/10.1016/j.jretconser.2019.102027.

    Article  Google Scholar 

  21. Guiñez N, Mansilla K. Booktokers: Generar y compartir contenidos sobre libros a través de TikTok. Comunicar. 2022;30(71):119–30. https://doi.org/10.3916/C71-2022-09.

    Article  Google Scholar 

  22. Cruces F. ¿Cómo leemos en la sociedad digital? Lectores, booktubers y prosumidores. Telefónica and Ariel 2017.

  23. González C (Director). ¿Leemos más gracias a los booktubers? In Código de Barras. Cadena Ser 2021. https://cadenaser.com/programa/2021/06/06/codigo_de_barras/1622962826_908079.html

  24. Myers S, Syrdal H, Woodroof P. The impact of Persuasion knowledge cues on social media engagement: a look at pet influencer marketing. J Market Theory Pract. 2022. https://doi.org/10.1080/10696679.2022.2093224.

    Article  Google Scholar 

  25. Shuqair S, Viglia G, Costa D, Mattila AS. Reducing resistance to sponsorship disclosure: the role of experiential versus material posts. J Travel Res. 2023. https://doi.org/10.1177/00472875231171668.

    Article  Google Scholar 

  26. Van der Bend DL, Gijsman N, Bucher T, Shrewsbury VA, Van Trijp H, Van Kleef E. Can I@ handle it? The effects of sponsorship disclosure in TikTok influencer marketing videos with different product integration levels on adolescents’ persuasion knowledge and brand outcomes. Comput Hum Behav. 2023;144:107723. https://doi.org/10.1016/j.chb.2023.107723.

    Article  Google Scholar 

  27. Xie-Carson L, Magor T, Benckendorff P, Hughes K. All hype or the real deal? Investigating user engagement with virtual influencers in tourism. Tour Manage. 2023;99:104779. https://doi.org/10.1016/j.tourman.2023.104779.

    Article  Google Scholar 

  28. Barta S, Belanche D, Fernández A, Flavián M. Influencer marketing on TikTok: the effectiveness of humor and followers’ hedonic experience. J Retail Consum Serv. 2022;70:103149.

    Article  Google Scholar 

  29. Lee MT, Theokary C. The superstar social media influencer: exploiting linguistic style and emotional contagion over content? J Bus Res. 2021;132:860–71.

    Article  Google Scholar 

  30. O’Keefe DJ. Persuasion: theory and research. 1st ed. London: Sage Publications; 2015.

    Google Scholar 

  31. Stacks DW, Salwen MB, Eichhorn KC. An integrated approach to communication theory and research. Milton Park: Routledge; 2019.

    Book  Google Scholar 

  32. Bhagat S, Kim DJ. Examining users’ news sharing behaviour on social media: role of perception of online civic engagement and dual social influences. Behav Inf Technol. 2022. https://doi.org/10.1080/0144929X.2022.2066019.

    Article  Google Scholar 

  33. Petty RE, Cacioppo JT. The elaboration likelihood model of persuasion. In: Communication and persuasion. New York: Springer; 1986. p. 1–24.

    Chapter  Google Scholar 

  34. Choi NH, Cai Y, Li Z. Effects of lay rationalism, attitude dimension and involvement type on intent to purchase hedonic product. J Distrib Sci. 2019;17(8):45–56.

    Article  Google Scholar 

  35. Graham KW, Wilder KM. Consumer-brand identity and online advertising message elaboration: effect on attitudes, purchase intent and willingness to share. J Res Interact Mark. 2020;14(1):111–32. https://doi.org/10.1108/jrim-01-2019-0011.

    Article  Google Scholar 

  36. Moral JA, Herrera E, Santisteban A, Cobo MJ. Software tools for conducting bibliometric analysis in science: an up-to-date review. Profesional Inf. 2020;29(1):1–20. https://doi.org/10.3145/epi.2020.ene.03.

    Article  Google Scholar 

  37. Pittman M, Read GL, Chen J. Changing attitudes on social media: effects of fear and information in green advertising on non-green consumers. J Curr Issues Res Advert. 2021;42(2):175–96. https://doi.org/10.1080/10641734.2020.1835755.

    Article  Google Scholar 

  38. Shahab MH, Ghazali E, Mohtar M. The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: a review and future research agenda. Int J Consum Stud. 2021;45(4):664–89. https://doi.org/10.1111/ijcs.12658.

    Article  Google Scholar 

  39. Teng S, Khong KW, Goh WW. Conceptualizing persuasive messages using ELM in social media. J Internet Commer. 2014;13(1):65–87. https://doi.org/10.1080/15332861.2014.910729.

    Article  Google Scholar 

  40. Ben-Chitrit D. Expository message engagement as a measure of central processing [Doctoral dissertation]. University of Haifa; 2021.

  41. Hollebeek LD, Srivastava RK. Consumer involvement and engagement: from involvement’s elaboration likelihood to engagement’s investment propensity. In: APA Handbook of consumer psychology. Washington: American Psychological Association; 2022. p. 609–19.

    Chapter  Google Scholar 

  42. Palla PJ, Kyriacou E, Zarkada A. The effect of involvement on attitude formation and strength in the digital domain. J Market Commun. 2022. https://doi.org/10.1080/13527266.2022.2154062.

    Article  Google Scholar 

  43. Lockie MA. In vlogs we trust: consumer trust in blog and vlog content [Doctoral dissertation]. Auckland University of Technology; 2019.

  44. Torre MC. El fenómeno Booktube, entre el fandom y la crítica literaria. Alabe. 2019;21:1–10.

    Google Scholar 

  45. Dezuanni M, Reddan M, Rutherford L, Schoonens A. Selfies and shelfies on #bookstagram and #booktok—social media and the mediation of Australian teen reading. Learn Media Technol. 2022;47(7):355–72. https://doi.org/10.1080/17439884.2022.2068575.

    Article  Google Scholar 

  46. Lavrakas PJ, Traugott MW, Kennedy C, Holbrook AL, de Leeuw ED, West BT. Experimental methods in survey research: techniques that combine random sampling with random assignment. New York: Wiley; 2019.

    Book  Google Scholar 

  47. Mora R, Gilliland DI, Johnston WJ. Revisiting the theory of business-to-business advertising. Ind Mark Manag. 2021;89:642–56. https://doi.org/10.1016/j.indmarman.2019.03.012.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Universidad Internacional de La Rioja, UNIR, Av. de La Paz, 137, 26006, Logroño, La Rioja, Spain

    Marta Magadán-Díaz & Jesús I. Rivas-García

Authors
  1. Marta Magadán-Díaz
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Jesús I. Rivas-García
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Marta Magadán-Díaz.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Magadán-Díaz, M., Rivas-García, J.I. Persuasion and Engagement in the Spanish Bookfluencers' Content. Pub Res Q 39, 234–248 (2023). https://doi.org/10.1007/s12109-023-09958-w

Download citation

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12109-023-09958-w

Keywords

JEL Classification

Search

Navigation