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Advisor(s)
Abstract(s)
No mundo atual, as redes sociais estão presentes no quotidiano de milhões de
pessoas em todo o mundo, assim estas plataformas já são consideradas ferramentas
indispensáveis para a comunicação não só entre as pessoas como também entre as pessoas
e as empresas. Neste sentido, é de extrema importância que as marcas compreendam a
importância destas plataformas na relação com os seus clientes, nomeadamente através
da partilha de conteúdos nos seus perfis. A Netflix foi uma das marcas que compreendeu
esta mudança na comunicação entre ambas as partes e atualmente tem uma enorme
presença nas redes sociais, tornando-se referência no que diz respeito ao marketing de
conteúdo e, consequentemente, um exemplo na relação que constrói com o seu público.
A presente dissertação, que constitui um estudo de caso, tem como objetivo geral
analisar os conteúdos publicados pela Netflix, bem como a estratégia de comunicação
definida nas redes sociais e interação com o seu público. Para a obtenção de resultados
foi realizada uma análise qualitativa à rede social Twitter da Netflix Portugal
(@NetflixPT) entre 7 de janeiro e 7 de julho de 2023, de forma a compreender quais os
conteúdos mais publicados pela plataforma de streaming, bem como as interações com o
seu público. Os resultados obtidos demonstram que a Netflix apresenta uma estratégia de
publicação de conteúdos todos os dias no seu perfil do Twitter, com as mais diversas
características, conseguindo uma grande interação com os seus seguidores.
In today's world, social networks are present in the daily lives of millions of people around the world, so these platforms are already considered indispensable tools for communication not only between people, but also between people and companies. In this sense, it is extremely important for brands to understand the importance of these platforms in their relationship with their customers, namely by sharing content on their profiles. Netflix was one of the brands that understood this change in communication between both parties and currently has a huge presence on social networks, becoming a benchmark in terms of content marketing and, consequently, an example in the relationship it builds with its audience. The general aim of this dissertation, which is a case study, is to analyze the content published by Netflix and how it communicates and interacts with its audience. To obtain the results, a qualitative analysis was carried out on Netflix Portugal's Twitter social network (@NetflixPT) between January 7 and July 7, 2023, in order to understand which content is most published by the streaming platform, as well as the interactions with its audience. The results show that Netflix publishes a wide range of content every day on its Twitter profile, with the most diverse characteristics,
In today's world, social networks are present in the daily lives of millions of people around the world, so these platforms are already considered indispensable tools for communication not only between people, but also between people and companies. In this sense, it is extremely important for brands to understand the importance of these platforms in their relationship with their customers, namely by sharing content on their profiles. Netflix was one of the brands that understood this change in communication between both parties and currently has a huge presence on social networks, becoming a benchmark in terms of content marketing and, consequently, an example in the relationship it builds with its audience. The general aim of this dissertation, which is a case study, is to analyze the content published by Netflix and how it communicates and interacts with its audience. To obtain the results, a qualitative analysis was carried out on Netflix Portugal's Twitter social network (@NetflixPT) between January 7 and July 7, 2023, in order to understand which content is most published by the streaming platform, as well as the interactions with its audience. The results show that Netflix publishes a wide range of content every day on its Twitter profile, with the most diverse characteristics,
Description
Keywords
Netflix Redes sociais Marketing de conteúdo Comunicação Twitter Social networks Communication Content marketing