Divulgação do livro ‘Vermelho, Branco e Sangue Azul’ no booktok: o influenciador Luca Guadagnini

Abstract

The present work deals with communication strategies in booktok, with the aim of characterizing the communication techniques/strategies used by a booktoker in promoting the book ‘Vermelho, Branco e Sangue Azul’ on his TikTok profile. The specific objectives are: to contextualize TikTok as a space for strategic communication and the literary universe within the platform; identify the different profiles of booktokers who talk about the book ‘Vermelho, Branco e Sangue Azul’ and select the one that stands out in this context; map the techniques/strategies for promoting the book ‘Vermelho, Branco e Sangue Azul’ used by the selected booktoker; verify the views of the booktoker and an influencer marketing company, regarding their performance in the investigated context. It consists of qualitative, exploratory research through observation, bibliographical research and interview methodology. The results of the study made it possible to identify five categories of techniques/strategies: ‘Bookstan’, ‘Multiverso’, ‘VBS Bubble’, ‘Best Friends’ and ‘Participatory Construction’, used by influencer Luca Guadagnini.