Streaming, storytelling, and consumption: the impact of TV Series on consumer behavior in the digital era
DOI:
https://doi.org/10.34630/tth.v6i1.7315Keywords:
Streaming, Storytelling, Consumer Behavior, Character Identification, Social Media, BrandsAbstract
In an era marked by digitalization, streaming series play a relevant role in shaping how individuals construct perceptions and guide their consumption choices. This article analyzes the impact of these series on consumer behavior based on three main dimensions: storytelling and meaning construction, identification with characters, and the amplification of content through social media. It is demonstrated that these factors influence preferences, aspirations, and consumption practices in an indirect, progressive, and organic way. Finally, the article proposes a critical reflection on the implications of this phenomenon for brands, highlighting the importance of understanding these dynamics and integrating them into communication strategies.
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