زینب رئیسی نژاد

Abstract

The present research aims to examine the role of book bloggers in the selection of books by Instagram users. With the growth of social networks, book bloggers play an important role in shaping users' attitudes towards reading and book selection. The study is descriptive-survey-based in nature, and the sample consists of ۲۰۰ Instagram users who follow book blogger accounts. The data collection tools is an online questionnaire with ۳۵ questions based on the Likert scale. The data were analyzed using statistical methods in    software. The findings indicate that book bloggers have a moderate influence on users' preferences, and many users still adhere to their personal taste. Although the appearance of the page and the activity level of bhoggers are effective in attracting followers, the content provided plays a more crucial role. Bloggers' posts have some impact on book purchases, but their opinions are only one of the criteria users consider when selecting books. Following book bloggers has a positive impact on users' reading habits, and their book recommendations have been well-received. However, direct interaction with bloggers and participation in their events remain limited. Furthermore, the popularity of bloggers is not solely dependent on the number of followers; users place more importance on their honesty, expertise, and quality of their content. Therefore, it can be concluded that book bloggers on Instagram have a positive role in book selection and promoting a reading culture. However, increase their influence, they need strategies to enhance content quality and build greater trust with their audience. This research can be useful for publishers, authors, and book bloggers in improving book marketing strategies and increasing their impact on users.

Keywords: Book selection, Book bloggers, Blogger content, Instagram users, Reading culture.