TY - GEN
T1 - Netflix
T2 - International Conference on Marketing and Technologies, ICMarkTech 2022
AU - Rumaldo-Calderón, Camila
AU - Tupayachi-Torres, Yerko
AU - Lodeiros-Zubiria, Manuel Luis
N1 - Publisher Copyright:
© 2024, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
PY - 2024
Y1 - 2024
N2 - Brands have identified an opportunity to develop Social Media Engagement Behaviour (SMEB) in their users through Social Media Content (SMC) tools within social networks, such as Facebook. However, they fail to understand whether users are really engaged with them or with their products, especially if both scenarios have their own identities in social networks and different followers. The present research compares the SMEB generated in both scenarios, contrasting the followers of Netflix on Facebook and the official pages of its series. Data were collected by applying two online surveys to 284 users. Subsequently, they were analysed through the PLS-SEM multivariate analysis method based on a second-order construct. The study concludes that the SMEB found in users who follow Netflix’s fan page as a brand is higher than that of its series on Facebook, thus revealing a predominance of preference, in terms of content on social networks, for the brand over the product.
AB - Brands have identified an opportunity to develop Social Media Engagement Behaviour (SMEB) in their users through Social Media Content (SMC) tools within social networks, such as Facebook. However, they fail to understand whether users are really engaged with them or with their products, especially if both scenarios have their own identities in social networks and different followers. The present research compares the SMEB generated in both scenarios, contrasting the followers of Netflix on Facebook and the official pages of its series. Data were collected by applying two online surveys to 284 users. Subsequently, they were analysed through the PLS-SEM multivariate analysis method based on a second-order construct. The study concludes that the SMEB found in users who follow Netflix’s fan page as a brand is higher than that of its series on Facebook, thus revealing a predominance of preference, in terms of content on social networks, for the brand over the product.
KW - Content marketing
KW - Netflix
KW - Series
KW - Social Media Content
KW - Social Media Engagement Behaviour
UR - https://www.scopus.com/pages/publications/85171856300
U2 - 10.1007/978-981-99-0333-7_19
DO - 10.1007/978-981-99-0333-7_19
M3 - Contribución a la conferencia
AN - SCOPUS:85171856300
SN - 9789819903320
T3 - Smart Innovation, Systems and Technologies
SP - 241
EP - 255
BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2022
A2 - Reis, José Luís
A2 - dos Santos, José Paulo Marques
A2 - Del Rio Araujo, Marisa
A2 - Reis, Luís Paulo
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 1 December 2022 through 3 December 2022
ER -