Generación de engagement con un servicio de vídeo bajo demanda en Twitter. El caso de Netflix España

  1. Herrero-Subías, Mónica
  2. Urgellés-Molina, Alicia
Revista:
Revista ComHumanitas

ISSN: 1390-776X

Año de publicación: 2018

Título del ejemplar: La influencia de las tecnologías en el ejercicio profesional de las relaciones públicas en Latinoamérica

Volumen: 9

Número: 2

Páginas: 175-191

Tipo: Artículo

DOI: 10.31207/RCH.V9I2.172 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista ComHumanitas

Resumen

Las cadenas de televisión han visto en el uso de las redes sociales una oportunidad para favorecer la relación con sus audiencias y conocerlas mejor, y esto ha sido objeto de interés de la profesión y la academia. También lo ha sido el uso de Twitter como parte de su estrategia de comunicación. El desarrollo de los servicios audiovisuales bajo demanda, que alteran los patrones de consumo tradicional, sugiere un marco diferente en estudio del uso de las redes sociales, Twitter en particular. El objetivo de este estudio es el análisis del discurso que mantiene Netflix en la red social Twitter. Nos preguntamos cómo se relaciona la marca con los consumidores fuera de su canal propio –su aplicación, su plataforma-. Es decir, qué tipo de conversaciones mantiene en un espacio público, si lo hace; en qué se centran esas conversaciones y cuál es el peso de los contenidos de su catálogo en ellas. Para ello, combinaremos la creación de un marco teórico para la comprensión del uso de Twitter en un servicio de video bajo demanda con el estudio del caso de Netflix España centrándonos en un mes concreto al año siguiente de su lanzamiento. El objetivo final consiste en extraer tendencias que apunten a prácticas paradigmáticas para el mantenimiento de una relación de engagement a través de Twitter en un servicio de video bajo demanda.

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Fuente de los datos: Dialnet