#Bookstagram : a dual perspective study on the trend's evolution

The way firms and marketers promote their products is being shaped by consumer needs and trends alongside the evolution of the marketplace. As web technologies and consumers' online behavior improve, influencers are becoming increasingly significant in social media marketing strategies. This research intends to investigate a particular digital phenomenon observed in the field of books, namely, marketing books on Instagram. Therefore, the study aims to highlight the key aspects of book influencers' Instagram activity, namely by examining the literature, but also the evolution of the bookstagram phenomenon in a dual perspective in both Romania and the United States. Furthermore, the purpose of this research is to draw attention to the similarities and differences among the existing communities in the two countries pointed out by a quantitative research. On that account, the data analyzed was collected in two different ways, first we retrieved information from Statista online database about the phenomenon in the United States of America and then, we conducted a questionnaire to bookstagram community members in Romania. Accordingly, the paper will contribute to the expansion of the literature on #bookstagram communities in various cultures around the world by providing useful information and a more diverse view of this market.