BOOKSTAGRAMMERS AS A COMMUNICATION STRATEGY IN THE PUBLISHING MARKET: AN ANALYSIS OF INFLUENCER MARKETING ON INSTAGRAM

Abstract

The growing relevance of influencer marketing has transformed communication strategies within the publishing market, establishing Instagram as a central hub for the promotion of cultural content. This study is justified by the need to understand how bookstagrammers act as mediators between publishing houses and the reading public on social media. The primary objective is to analyze how these digital influencers establish themselves as a communication strategy in the publishing industry through influencer marketing on Instagram. Methodologically, this is a qualitative research effort, exploratory and descriptive in nature, based on a bibliographic review of academic databases. The findings indicate that bookstagrammers operate in a hybrid zone between reading practices and brand communication, functioning as cultural mediators who expand the reach of literary works and build affective bonds with niche communities. However, the professionalization of these profiles creates tensions between the authenticity of recommendations and the market demands of publishing partnerships.