Digital platforms and social media marketing strategies: Netflix Turkey example

Today, television content is not only being broadcasted through traditional methods but also through digital technologies. Digital broadcasting systems which are maintained via internet have pioneered the establishment of digital platforms by diversifying themselves. One of the most common platforms worldwide is Netflix. Netflix, which broadcasts more than 190 countries all over the world, plans marketing strategies in every country. With the development of internet technologies and becoming accessible to all, new media environments and social media networks, that have become available with Web 2.0, have brought a new dimension to the concept of marketing. With the emergence of social media, which is used as a marketing method today, social media platforms have emerged. While traditional marketing methods still exist and working, digital marketing methods are developed and its subtype social media marketing is born. The sample of this study Netflix Turkey has been intensively using these marketing strategies. Netflix, as a global digital platform, maintained glocal marketing strategy in order to known and being understand better by the Turkish audience. As a part of this glocal strategy, especially using localization is very remarkable on Netflix Turkey' social media accounts. Netflix Turkey who communicates with its followers in a manner that knows Turkish culture and Turkish people very closely, has reached large audience in a short time. In this study, Netflix Turkey's Twitter account is analysed in detail with the cultural codes used by Netflix in Turkey's glocal marketing strategy. The effect of localization is also measured between the strategies used in the process of adaptation to a new culture. The Tweets shared by Netflix Turkey account are examined in the context of determined categories and Hofstede's codes. The analysis of the data obtained from this study is in the last chapter of this thesis. Keywords: social media marketing, Netflix Turkey, digital platforms, localization, glocal