• Connecting with audiences in new markets: Netflix's Twitter strategy in Spain 

      Fernández-Gómez, Erika (1); Martín Quevedo, Juan (1) (Journal of Media Business Studies, 2018)
      The streaming platform Netflix began to offer on-demand content in Spain in 2015. This study offers an analysis of the Twitter strategy the company implemented during its initial year in this market. We conclude that the ...