Researchers Marilé Pretel, from the BRECHDIG Research Group at Universidad CEU San Pablo (CEU USP), and Carmen Ruíz-Viñals and José Luis del Olmo, from Universidad Abat Oliba CEU (UAO CEU), have conducted a study on the influence power of bookstagrammers on Instagram as part of the "Social Networks and Entrepreneurship" project funded by the Chair of Business Creation and Family Business at UAO CEU.

Influencer marketing is increasingly becoming an essential tool for connecting brands and consumers through influential personalities on social media. Despite the growing scientific interest in this marketing modality, questions still persist in our understanding of what type of content and strategies work and what leads them to gain greater influence power. "This study has focused on a particular niche of influencers: bookstagrammers, that is, those who share their love for books, offer editorial reviews, and promote reading by creating a unique phenomenon that has not yet been fully investigated," says José Luis del Olmo.

"One of the most noteworthy findings suggests that posts incorporating photographs of authors or book covers are positively associated with follower engagement on the Instagram accounts of these bookstagrammers," explains Marilé Pretel. In contrast, posts expressing emotions are negatively associated with the level of follower engagement. "This discovery highlights the importance of carefully choosing visual elements and their impact on audience engagement," explains Carmen Ruiz-Viñals.

The study, based on a comprehensive analysis of data collected from the most prominent bookstagrammers worldwide, aims to uncover the complex relationship between content strategy and engagement of these literary influencers with their followers on Instagram, exploring the correlation between the number of followers, volume of content, and featured posts. Study objectives include analysing the communication model of bookstagrammers on Instagram, comparing their behavioural engagement, and evaluating levels of popularity, engagement, and virality.

To study this community, a descriptive exploratory study was conducted based on the analysis of content generated by the top 10 most influential bookstagrammer profiles in the world on their Instagram profiles. This method involves tracking and drawing conclusions from qualitatively collected data. The sample was selected by triangulating rankings generated by various sources and the resulting ranking from Google's SEO algorithm. This innovative approach helps understand the total set of actions carried out on Instagram, providing a more comprehensive view of social influence in the digital literary sphere.

Data collection was carried out by monitoring the activity of these literary influencers. Instagram was chosen due to it being the social network with the largest number of followers in this category of products/services, and also because users, influencers, and publishers increasingly rely on it for their marketing strategies.

To evaluate the participation of followers of these cultural influencers, reactions on Instagram were recorded during the study period, which extended from January 1st to December 31st, 2021. The study not only sheds light on the secrets of bookstagrammers’ success but also raises new questions about the changing dynamics between cultural influencers and their followers on social media. With the growing importance of these bookstagrammers in the digital literary world, this study marks a significant step towards a deeper understanding of their impact and contribution to promoting reading in the digital era.