Business Commons^™

Marketing Through Microcultures On Social Media: An Examination Of Booktok And Independent Bookstores, Wandzia Prytko

Honors Theses

This thesis explores the role of microcultures in social media marketing, by focusing on the BookTok microculture and its significant role in the marketing strategies of independent bookstores. The research includes an examination of microcultures and their impact on businesses, the effectiveness of the key social media marketing tactics used on TikTok, what BookTok is, how independent bookstores engage with BookTok, and an interview with an independent bookstore on their uses of BookTok.