Netflix: comparación del impacto del Social Media Content en el Social Media Engagement Behaviour entre seguidores de las series y de la plataforma
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Advisors
Lodeiros Zubiria, Luis ManuelIssue Date
2021-10-01
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Netflix: comparison of the impact of Social Media Content on Social Media Engagement Behaviour between followers of the series and the platformAbstract
Las marcas han identificado una oportunidad de desarrollar Social Media Engagement Behaviour (SMEB) en sus usuarios mediante herramientas de Social Media Content (SMC) dentro de las redes sociales, como Facebook. Sin embargo, no logran comprender si los usuarios se encuentran realmente comprometidos con ellas o con sus productos, más aún si ambos escenarios cuentan con una identidad propia en redes sociales y con distintos seguidores. La presente investigación compara el SMEB generado en ambos escenarios, contrastando a los seguidores de Netflix en Facebook y a las páginas oficiales de sus series. Los datos se recolectaron mediante la aplicación de dos encuestas online a 284 usuarios. Posteriormente, fueron analizados a través del método de análisis multivariante PLS-SEM basado en un constructo de second-order. El estudio concluye que el SMEB encontrado en los usuarios seguidores de la fanpage de Netflix como marca es superior al de sus series en Facebook, revelando así una predominancia de la preferencia, en términos de contenido en redes sociales, por la marca sobre el producto.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 identity 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.
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info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
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spaCollections
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- Creative Commons