The Portuguese book market has been experiencing significant growth in recent years, alongside the increased use of social media as a tool for sharing opinions, where pages and accounts dedicated to specialized book sharing have led to a significant increase in book sales. Thus, the present article is dedicated to studying this trend to answer the research question: “How does eWOM affect the purchase intention of book consumers in Portugal?”. Data was collected through a questionnaire in which 514 Portuguese individuals with reading habits participated. A structural equation modeling test was conducted, through which it was verified that only two of the three proposed hypotheses were supported by statistical evidence. This study offers new contributions to the literature, as H1 was not supported, concluding that eWOM does not influence the purchase intention of books. Furthermore, this study can be a starting point for future research aiming to replicate the same tests in other social and cultural contexts.