Riassunto analitico
This paper provides an overview of how social media changed the relationship between companies and their audiences, especially in regards to language, with a final analysis on how the video streaming service Netflix creates conversations with its consumers on the social media platform Twitter. Data was gathered through a manual data mining of the last 50 text tweets, 50 multimodal tweets and 50 reply tweets leading up to 31 December 2020 of the US Netflix account @netflix. They were subsequently put in descending order according to the number of comments they received and the first top 10 tweets for each type was analyzed in a qualitative and quantitative way. Conclusions show that creating a strong brand personality and following it through, coupled with the use of current forms of internet sociality and multimodal resources, contribute to the follower’s participation, as well as asking questions and using humor.
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