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In the evolving digital media landscape, this research explores digital book product representation within TikTok’s BookTok community, focusing on German influencers and publishers. The study examines content formats and promotion dynamics for ebooks and audiobooks. Key findings reveal a significant underrepresentation of digital book content compared to print books. Ebook content differs markedly, emphasizing objectification, reading peculiarities, and pricing, while audiobook promotion mirrors traditional book marketing approaches. The research uncovers a disconnect between the digital book market and its BookTok representation. By analyzing content strategies of top influencers and publishers, the study identifies potential opportunities for innovative digital book marketing.

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How to Present Digital Books: An Exploratory Analysis of German Influencer and Publisher Strategies on BookTok

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  • 发表日期：

    2025年

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  • Ina Fuchshuber

摘要

In the evolving digital media landscape, this research explores digital book product representation within TikTok’s BookTok community, focusing on German influencers and publishers. The study examines content formats and promotion dynamics for ebooks and audiobooks. Key findings reveal a significant underrepresentation of digital book content compared to print books. Ebook content differs markedly, emphasizing objectification, reading peculiarities, and pricing, while audiobook promotion mirrors traditional book marketing approaches. The research uncovers a disconnect between the digital book market and its BookTok representation. By analyzing content strategies of top influencers and publishers, the study identifies potential opportunities for innovative digital book marketing.