The influence of TikTok on the consumer buying behaviour of books

Abstract

Purpose: This study aims to explore the influence of TikTok on the consumer buying behaviour of books, particularly among Generation Z students in Malta. It investigates how TikTok impacts a users’ decision when making book purchases, as well as how it compares to other marketing methods within the book industry. Research Design: A review of secondary data through a literature review is followed by an analysis of primary data. This was implemented through a quantitative methodology in the form of a questionnaire distributed to students at the University of Malta, MCAST, and Junior College. The final sample size was 362 valid respondents who were Maltese, between 18 and 25 years old, and attending one of the above educational institutions. Research Findings: The study found that TikTok, especially through its BookTok community, significantly influences book buying behaviour, exceeded the impact of other marketing methods. TikTok's unique format and personalised content delivery were shown to be highly effective in impacting consumer decisions. The influence of BookTok on the reading culture of Generation Z in Malta was particularly noteworthy, enhancing leisure reading and shaping reading trends. Practical Implications: The findings emphasise the importance of TikTok and BookTok in marketing strategies within the book industry. Recommendations include leveraging BookTok influencers for promotion, integrating TikTok trends into marketing content, and utilising TikTok's analytics tools for market insights. These strategies can help publishers, authors, and retailers align with digital consumer preferences, adapted to a community-focused marketing approach.