Abstract
Social media marketing is growing at a rapid pace. Marketers need to keep up with technology-savvy consumers and help the brands in reaching greater heights with the help of social media practices. This manuscript presents how an Over-the-Top platform like Netflix India uses social media as a digital tool for enhancing consumer engagement and building strong consumerbrand relationships using netnography as a tool. This manuscript further attempts to classify the content generated by Netflix India on its social media platforms- Instagram, Facebook, Twitter into diverse content typologies, identify the most significant content typology, and understand how the number of likes, comments, shares, retweets (in case of Twitter) relating to most significant content typology impacts the enhancement of consumer engagement amongst Netflix audience. Thereafter, the research study classifies the content generated by Netflix into three categories, namely- informational content, promotional content, and relational content. The study is further able to empirically illustrate how a greater number of likes, shares, comments, and retweets on relational content has a significant impact on consumer engagement of the brand Netflix.
Recommended Citation
Arora, Prerna and Ahuja, Vandana, "A Netnography of the Social Media Presence of Brand Netflix, India" (2021). ICEB 2021 Proceedings (Nanjing, China). 21.
https://aisel.aisnet.org/iceb2021/21