SVOD BRANDS’ COMMUNICATIONS ON TWITTER: FROM NETFLIX TO BLUTV

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More than 2.7 billion social media users around the world share their ideas about various brands through many devices at any time. The goal of this research is to study the social network communication formats of subscription-based video-on-demand services (SVOD) brands on Twitter, which is the fourth most widely followed social media site over 250 million users. Netflix, Tivibu, and Blutv’s Turkey accounts had been categorized via descriptive content analysis for three months. It was found that SVOD brands had conducted their brand communication activities consistently on their Twitter accounts, other digital channels, and in traditional media while engaging with their followers via independent approval. It was also determined that Netflix had profiles for different communication purposes in a certain period, and Tivibu s electronic word-of-mouth (eWOM) behavior maintained a discouraging communication.

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Brand , Communications , Social Media , SVOD

Abant Sosyal Bilimler Dergisi

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Abant Sosyal Bilimler Dergisi