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
Journal:
Revista ComHumanitas

ISSN: 1390-776X

Year of publication: 2018

Issue Title: La influencia de las tecnologías en el ejercicio profesional de las relaciones públicas en Latinoamérica

Volume: 9

Issue: 2

Pages: 175-191

Type: Article

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

More publications in: Revista ComHumanitas

Abstract

The television networks have seen in the use of social networks an opportunity to favor the relationship with their audiences and to know them better, and this has been an object of interest for the profession and the academy. So has the use of Twitter as part of their communication strategy. The development of on-demand audiovisual services, which alter traditional consumption patterns, suggests a different framework in the study of the use of social networks, Twitter in particular. The objective of this study is the analysis of the discourse maintained by Netflix on the social network Twitter. We ask ourselves how the brand relates to consumers outside its own channel - its application, its platform. That is, what kind of conversations you have in a public space, if you do so; what these conversations are focused on and what is the weight of the contents of their catalog in them. To do this, we will combine the creation of a theoretical framework for the understanding of the use of Twitter in a video on demand service with the case study of Netflix Spain focusing on a specific month the year after its launch. The final objective is to extract trends that point to paradigmatic practices for the maintenance of a relationship of engagement through Twitter in a video on demand service.

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Data source: Dialnet