DIGITÁLIS OLVASÓKÖZÖSSÉGEK ÉS KÖNYVES INFLUENSZEREK: HAGYOMÁNY ÉS TREND AZ IRODALOMFOGYASZTÁSBAN
DIGITAL READING COMMUNITIES AND BOOK INFLUENCERS: TRADITION AND TREND IN LITERARY CONSUMPTION

Summary/Abstract: Online platforms and influencers today do not merely disseminate content but also create new reading communities that actively shape reading habits and literary consumption. Our research examines the role of such digital reading communities, with particular attention to two key Hungarian platforms: moly.hu and the Bookstry application. The aim is to explore how these communities influence book usage, shared reading experiences, and the construction of reader identity. We hypothesize that while moly.hu reinforces the extension of a more local, tradition-oriented reading experience, Bookstry follows a more international, trend-driven, influencer-centred model. The qualitative study combined content analysis, user profile and interaction analysis, as well as semi-structured interviews. Findings indicate that the moly.hu community is deeply embedded in cultural traditions, with members oriented toward lasting reading relationships. By contrast, Bookstry, launched in 2025, relies primarily on visual narratives, gamification, and algorithmic recommendations to engage users, thereby fostering dynamic yet often more superficial interactions. In addition, book influencers, through communities often built around their personal brands, bridge these two models, supporting reader recruitment and adapting to rapidly changing book-market trends. The study contributes to the typology of digital book communities and provides practical insights for rethinking reading promotion strategies.

• Details
• Contents