The Influence of BookTok on Algerian Readers’ Purchasing Behavior: A Case Study of Shakespeare Bookstore

BookTok, a reading-focused sub-community on TikTok that surged during the COVID-19 pandemic, is revolutionizing the publishing industry and reshaping how consumers approach book purchases. Through user-generated content, including book reviews, recommendations, and literary discussions, the platform has transformed how readers discover and purchase books, attracting increasing academic attention worldwide. However, despite the growing body of international research, empirical evidence on BookTok's influence on consumer purchasing behavior in the Algerian context remains limited. This study aimed to investigate the influence of BookTok on Algerian readers' purchasing behavior across four key dimensions: purchase frequency, English-language book purchases, romance genre purchases, and backlist title purchases. To achieve this objective, a quantitative research approach was employed using an online survey distributed via Shakespeare Bookstore’s social media platforms to Algerian BookTok users. A total of 274 valid responses were collected and analyzed. Results revealed that exposure to BookTok significantly influenced all four dimensions of purchasing behavior examined in this study. The strongest influence was observed on readers’ purchase frequency and purchases of English-language books, while its effect on romance and backlist title purchases was comparatively less pronounced. Overall, these results provide empirical evidence that BookTok is becoming an influential component of the Algerian book market. The relatively low to moderate effects observed may reflect the platform's recent emergence in Algeria, suggesting that its influence on readers' purchasing behavior could continue to expand as its adoption grows. These findings offer valuable insights for publishers and booksellers seeking to engage readers, better understand their preferences, and promote book sales through digital platforms.