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- Title
LA ESTRATEGIA DE ENGAGEMENT DE NETFLIX ESPAÑA EN TWITTER.
- Authors
Fernández-Gómez, Erika; Martín-Quevedo, Juan
- Abstract
This paper analyses how the streaming television platform Netflix creates a community in Twitter. Through a content analysis (N=1,048 tweets, n=100 tweets) we explore the characteristics of the messages with more answers, more likes and more retweets. Results allow to ascertain what the audience finds more relatable in a TV brand. Conclusions show that having a creative strategy, promote and inform about series, and using the social media language, like hashtags and visual resources, contribute to the follower's participation. Asking questions looking for participations or using humour or intrigue also helps towards this objective.
- Publication
El Profesional de la Información, 2018, Vol 27, Issue 6, p1292
- ISSN
1386-6710
- Publication type
Article
- DOI
10.3145/epi.2018.nov.12