Engagement of literature influencers on Instagram: Bookstagrammer strategies to promote reading in the family context

DOI: https://doi.org/10.35765/mjse.2025.1428.20
Keywords: Bookstagrammers, social media, promotion of reading, family participation, literature influencers, Instagram, educational strategies, content analysis

Abstract

Research objectives (aims) and problem(s): This study explores the influence of bookstagrammers on young readers and their families in the context of declining reading engagement among youth in the digital age. It investigates how social media, particularly Instagram, can be used to promote a love of reading and support the development of literacy skills.

Research methods: A mixed-methods approach was adopted to assess the impact of bookstagrammers on reading habits. The quantitative component analyzed the behavior of literary influencers on Instagram, examining their posts and levels of engagement (likes, comments) to identify strategies used to promote reading. The qualitative component consisted of semi-structured interviews with families, exploring their reading practices and the extent to which they followed bookstagrammer recommendations. Together, these methods provide a comprehensive picture of how digital literary influencers shape family reading habits and encourage engagement with literature.

Process of argumentation: The article is organized into an introduction, a literature review on the educational role of social media, a methodology section outlining the research design, and a results section presenting the main findings.

Research findings and their impact on the development of educational sciences: The study shows that bookstagrammers create interactive content, such as reading challenges and virtual book clubs, that captures the interest of young readers. These activities promote social interaction, encourage the exploration of diverse genres, and support the development of critical thinking. The findings suggest that integrating social media into reading practices can enhance literacy development and help build a community of engaged readers.

Conclusions and/or recommendations: The study recommends that educators and families actively engage with bookstagrammers to create supportive reading environments. By embracing the innovative strategies used by literary influencers, stakeholders can help foster a generation of motivated readers, ultimately contributing to long-term gains in literacy, empathy, and cultural awareness in educational settings.

Author Biographies

Carmen Ruiz, Abat Oliba CEU University, Spain

Carmen Ruiz-Viñals (cruizv@uao.es) is Director of the Chair of Entrepreneurship and Family Business UAO CEU. She is Professor for Business Management at the University Abat Oliba CEU. Her research focuses on Decision Making processes, Digital trends and Electronic Markets analysis.

Marilé Pretel Jiménez, San Pablo CEU University, Spain

Marilé Pretel Jiménez (mapretel.fhm@ceu.es) is a Professor of Marketing Analysis at the University San Pablo CEU Madrid. Her research focuses on consumer behaviour, digital marketing strategies, and market analytics, contributing significantly to the understanding and advancement of marketing practices in academic and professional settings

José Luis Del Olmo Arriaga, Abat Oliba CEU University, Spain

José Luis del Olmo Arriaga (jlolmo@uao.es) is an Emeritus Professor of Marketing at University Abat Oliba CEU. His research focuses on marketing analysis, the fashion industry, and electronic commerce, contributing to the understanding of market dynamics and digital transformation

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Published
2025-12-31
How to Cite
Ruiz, C., Pretel Jiménez, M., & Del Olmo Arriaga, J. L. (2025). Engagement of literature influencers on Instagram: Bookstagrammer strategies to promote reading in the family context. Multidisciplinary Journal of School Education, 14(2 (28), 355-368. https://doi.org/10.35765/mjse.2025.1428.20
Issue
Vol. 14 No. 2 (28) (2025): Family and School: Educational Partnership
Section
Thematic Articles

Copyright (c) 2025 Carmen Ruiz, Marilé Pretel Jiménez, José Luis Del Olmo Arriaga

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