BRAND PRESENCE ON FACEBOOK: A STRATEGY FOR PUBLISHING AND ENGAGING USERS ON THE NETFLIX BRAZIL FAN PAGE

Authors

  • Paulo Ribeiro Cardoso Universidade Fernando Pessoa, Porto, Portugal Universidade Lusíada do Porto, Portugal https://orcid.org/0000-0002-4643-8716
  • Laila Silva Morgado Universidade Fernando Pessoa, Porto, Portugal
  • Bruno Barbosa Sousa Polytechnic Institute of Cávado and Ave (IPCA), Portugal

DOI:

https://doi.org/10.12662/2359-618xregea.v10i2.p7-19.2021

Keywords:

Social Networks, Facebook, Engagement, Brand fan-page, Netflix

Abstract

Social networks are a privileged communication channel that brands use in their relationship with the consumer. The publications on Facebook seek to engage followers, using content that can be more attractive and using formats such as image and video. In this context, this study aims to find out if publications containing image and video can cause more involvement from users, specifically through likes, comments and shares. For that, an analysis of the Netflix brand activity on Facebook during 362 days, corresponding to 660 posts, was carried out using data provided by the Netvizz application. It was verified that the use of visual formats, such as images and videos, was a strategic choice that resulted in high consumer engagement. Based on the results obtained, some reflections are elaborated in the light of the scientific literature on the subject; recommendations for professionals, proposals, and some guidelines for future research are presented.

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Author Biographies

Paulo Ribeiro Cardoso, Universidade Fernando Pessoa, Porto, Portugal Universidade Lusíada do Porto, Portugal

Doutorado em Publicidade e Relações Públicas pela Universidade Autónoma de Barcelona. Docente na Universidade Lusíada do Porto e na Universidade Fernando Pessoa, nas áreas do Marketing e da Comunicação. Enquanto investigador tem publicado e divulgado os seus trabalhos em revistas científicas e em congressos nacionais e internacionais. Enquanto consultor tem trabalhado na área do comportamento do consumidor, da identidade da marca e do planeamento de comunicação. 

Laila Silva Morgado, Universidade Fernando Pessoa, Porto, Portugal

Mestrado em Ciências da Comunicação pela Universidade Fernando Pessoa

Bruno Barbosa Sousa, Polytechnic Institute of Cávado and Ave (IPCA), Portugal

Polytechnic Institute of Cávado and Ave (IPCA), Portugal, Applied Management Research Unit (UNIAG) and CiTUR.
Em aberto

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Published

2021-07-05

How to Cite

CARDOSO, Paulo Ribeiro; MORGADO, Laila Silva; SOUSA, Bruno Barbosa. BRAND PRESENCE ON FACEBOOK: A STRATEGY FOR PUBLISHING AND ENGAGING USERS ON THE NETFLIX BRAZIL FAN PAGE. Journal Of Management Analysis, Fortaleza, v. 10, n. 2, p. 7–19, 2021. DOI: 10.12662/2359-618xregea.v10i2.p7-19.2021. Disponível em: https://periodicos.unichristus.edu.br/gestao/article/view/3140. Acesso em: 25 sep. 2026.

Issue

Vol. 10 No. 2 (2021)

Section

ARTICLES

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