Social networks in streaming: HBO Max and Netflix in community building
DOI:
https://doi.org/10.34630/tth.v1i5.6246Keywords:
Streaming, Social Media, Engagement, Digital Communication, HBO Max, NetflixAbstract
The rise of streaming platforms has profoundly reshaped the media landscape and gradually replacung tradicional channels as the dominant source of entertainment. In this new digital ecossystem, social media has become a key tool to foster connoections between brands and users. This article explores how Netflix and HBO Max use social media to build fan communities and promote engagement, through user centered strategies and immersive experiences. The analysis focuses on two case studies: House of the Dragon and Stranger Things which explored active fan participation through collaborations and interactive events. The main contribution of this article is to show how engagement turns users into brand advocates.
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