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

dc.contributor.authorFernández-Gómez, Erika
dc.contributor.authorMartín Quevedo, Juan
dc.date2018
dc.date.accessioned2018-08-06T10:39:13Z
dc.date.available2018-08-06T10:39:13Z
dc.identifier.issn2376-2977
dc.identifier.urihttps://reunir.unir.net/handle/123456789/6735
dc.description.abstractThe 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 Twitter strategy employed by Netflix during this period differed substantially from those pursued by traditional television. Netflix makes extensive use of original messages and social media conventions such as hashtags, emoticons and gifs. Analysis indicates that the brand's Twitter followers in Spain are more likely to like and retweet messages than post replies.es_ES
dc.language.isoenges_ES
dc.publisherJournal of Media Business Studieses_ES
dc.relation.ispartofseries;vol. 15, nº 2
dc.relation.urihttps://www.tandfonline.com/doi/abs/10.1080/16522354.2018.1481711es_ES
dc.rightsrestrictedAccesses_ES
dc.subjectNetflix Spaines_ES
dc.subjectpromotiones_ES
dc.subjectcommunication strategyes_ES
dc.subjectsocial networkses_ES
dc.subjectTwitteres_ES
dc.subjectEmerginges_ES
dc.subjectScopuses_ES
dc.titleConnecting with audiences in new markets: Netflix's Twitter strategy in Spaines_ES
dc.typeArticulo Revista Indexadaes_ES
reunir.tag~ARIes_ES
dc.identifier.doihttps://doi.org/10.1080/16522354.2018.1481711


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