Abstract
This study aims to find out how a digital marketing strategy can affect the Indonesian Netflix subscriber community and create a strong interaction within it. The theory used in this research is the network society, digital marketing & reception theory. This research is used the qualitative approach with the case study method. The subject of this research is the Indonesian Netflix Subscriber with the object of Netflix Indonesia. Collecting data through online research, interviews, and literature studies. The interviewees in this study were several subscriber members, media or digital marketing observers, and copywriters. Data analysis will be carried out by interactive model data and triangulation of source data with the results that have been obtained. Based on the results of this study, it can be concluded that networking as a marketing strategy is the right and appropriate choice of steps to reach and maintain Indonesian Netflix subscribers.
| Original language | English |
|---|---|
| Pages (from-to) | 5696-5709 |
| Number of pages | 14 |
| Journal | Journal of Theoretical and Applied Information Technology |
| Volume | 100 |
| Issue number | 19 |
| Publication status | Published - 15 Oct 2022 |
| Externally published | Yes |
Keywords
- Digital Marketing
- Netflix Indonesia
- Network Society
- Reception Theory
- SVoD
- Subscriber