Abellia, Valencia Putri (2025) Karakteristik Konten Marketing dari Akun @netflixid dalam Meningkatkan Daya Tarik Audiens. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
In the digital era, film promotion has shifted from traditional methods such as physical advertisements and posters to more modern, interactive, and creative strategies. One of the growing trends is the use of short film clips that highlight specific scenes to grab the audience's attention. The Indonesian film industry has undergone a significant transformation with digitalization, which in addition to making it easier for the public to access films, also brings new challenges such as piracy and fierce competition between global streaming platforms. Netflix, as one of the leading streaming platforms, faces competition with other platforms such as WeTV, Disney+, and Vidio, so it needs an effective promotional strategy to maintain audience appeal. Digital promotion through social media is one of the main means of marketing strategy in the film industry. Digital marketing content, such as movie clips uploaded through Instagram's reels feature, plays an important role in communicating the value and appeal of a film to the target audience. The study aims to identify the most effective types of movie clips used by Netflix to capture viewers' attention on their platform. This research develops special categories based on the content contained in @netflixid Instagram accounts, which are then grouped into characteristic elements of marketing content according to Diamond (2015), namely educational, entertaining, persuasive, easy to find, share, and tell stories. By using a qualitative content analysis method with the Krippendorff approach, this research is expected to provide insight into the most effective types of content to increase engagement and attract audiences to watch on Netflix.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Valencia Putri Abellia | ||||||||
| Date Deposited: | 21 Jan 2025 07:00 | ||||||||
| Last Modified: | 21 Jan 2025 07:00 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34241 |
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