SVOD MARKALARININ TWİTTER ÜZERİNDEKİ İLETİŞİMLERİ: NETFLIX’TEN BLUTV’YE

Dünya çapında 2,7 milyardan fazla sosyal medya kullanıcısı farklı ürünler ve markalar hakkındaki düşüncelerini her an farklı cihazlar yoluyla paylaşmaktadır. Aboneliğe dayalı talebe bağlı video servislerine (SVOD) erişim daha önce olmadığı kadar kolaylaşmıştır. Bu çalışmada, 250 milyondan fazla kullanıcısıyla dünyada en yaygın olarak takip edilen dördüncü sosyal ağ sitesi Twitter üzerinden SVOD markalarının sosyal ağ iletişim stillerinin analizi amaçlanmıştır. Tarama modeli kullanan araştırmada, Netflix, Tivibu ve Blutv’nin Türkçe paylaşım yapan hesaplarındaki tweetleri üç ay boyunca incelenmiş ve kategorilere ayrılmıştır. Sonuç olarak SVOD firmalarının Twitter hesaplarındaki marka iletişimleri ile diğer dijital mecralar ve geleneksel medyadaki pazarlama iletişimlerini tutarlı yürüttükleri, takipçileriyle bağımsız bir onaylama ile iletişime geçtikleri görülmüştür. Farklı amaçlara yönelik hesaplara belirli dönemde sadece Netflix’in sahip olduğu ve Tivibu’nun elektronik ağızdan ağıza iletişim (eWOM) davranışını cesaretlendirmeyen bir iletişim sürdürdüğü tespit edilmiştir.

Anahtar Kelimeler:

Marka, İletişim, Sosyal Medya, SVOD

Svod Brands’ Communications On Twitter: From Netflix To Blutv

More than 2.7 billion social media users around the world share their ideas about various brands through many devices at any time. The goal of this research is to study the social network communication formats of subscription-based video-on-demand services (SVOD) brands on Twitter, which is the fourth most widely followed social media site over 274 million users. Netflix, Tivibu, and Blutv’s Turkey accounts had been categorized via descriptive content analysis for three months. We found that SVOD brands conducted their brand communication activities consistently on their Twitter accounts, other digital channels, and in traditional media while engaging with their followers with an independent approval. It was also determined that Netflix has accounts for different communication purposes, and Tivibu's electronic word-of-mouth (eWOM) behavior maintains a discouraging communication.

Keywords:

Brand Communications, Social Media, SVOD, Netflix,

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