<![CDATA[This study examines the boundary-spanning process undertaken by C-Klik Media to integrate corporate brand value into bookstagram review content, along with the resulting impact of this collaboration. Employing a descriptive qualitative approach, data were collected through in-depth interviews, non-participatory observation, and documentation involving two internal informants and three bookstagram partners. The findings reveal five interconnected stages: strategic selection of bookstagrammers through multi-criteria research; integration of brand value through flexible and authentic content briefs; negotiation between brand control and creator autonomy; performance-based evaluation as a boundary-control mechanism; and the strategic use of Instagram as an arena for brand reinforcement. A key finding is that none of the bookstagram partners underwent a draft review before publication, contradicting the company's stated policy and revealing an asymmetrical power relation in barter-based collaborations. Unlike prior studies that position content creators as the primary boundary spanners, this research offers a novel perspective by positioning the publisher as the central boundary-spanning actor, with practical implications for developing lightweight, self-assessment-based quality-assurance mechanisms that preserve creators' creative freedom while maintaining brand consistency. Theoretically, this study extends boundary spanning theory beyond Institutional public relations contexts into digital marketing collaboration between book publishers and social media content creators, demonstrating that brand value can be effectively communicated through negotiated authenticity rather than strict message control. The collaboration ultimately strengthens branding through organic soft selling and builds a trust ecosystem linking publishers, creators, and reading communities.]]>
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