Jaelyn Doyle

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Research Project

Binding #Booktok- An Exploration of the Internet’s Newest Book Club

Bio

Jaelyn is an undergraduate student pursuing her bachelor’s degree in Professional Communications. Her passions for publishing and community engagement have guided her to work toward a double minor in Public Relations and Events Management. Going forward she is looking forward to finding new ways to combine her hobbies and academic interests.

Research Summary

This research project seeks to explore the impact of online communities on marketing campaigns, focusing particularly on the role of TikTok, a widely used platform for short-form video content. Utilizing content analysis and hashtag analytics, this study examines how user-generated content on TikTok contributes to digital reach and engagement, complementing innovative marketing strategies. #Booktok emerges as a compelling case study for marketing professionals, showcasing the significant public engagement and its influence on decision-making processes.

Research Poster

A white poster or infographic about BookTok. The title 'Binding Booktok' appears in large black font with a prominent cyan and magenta glitch effect. Below it, the subtitle reads 'An Exploration of the Internet's Newest Book Club'. A quote from The New York Times, '#BookTok has become a sustained and powerful force in the world of books,' is presented with 'Praise for #Booktok' above it, followed by a horizontal red and turquoise stripe. The main body text explains how BookTok shapes reading habits, influences marketing strategies for publishers and authors, and contributes to digital culture. At the bottom, a simple line art illustration depicts an open book with various pink heart and blue thumbs-up social media reaction icons floating above its pages. A small outlined white square is centered above the book. The footer includes 'Professional Communication at The Creative School' on the left and 'Jaelyn Doyle' on the right.

Lightning Talk

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