Global digital platforms and localization: Netflix's marketing strategies on social media courses

This thesis focuses on understanding the transformations in global and local interaction processes in the field of media, based on the examination of Netflix's social media marketing strategies. The rise of social media with the development of communication technologies and the impact of Web 2.0 have brought about a significant transformation in the sectoral structure of the media field and the emergence of global interaction processes. These new forms of communication, fueled by interactive participation and a culture of sharing, have fundamentally changed marketing strategies. With the rise of social media, brands and organizations have gained the opportunity to interact more directly and intimately with audiences, leading to a substantial transformation in marketing strategies.The ascent of digital platforms has become increasingly influential in the communication and entertainment sectors. For international platforms like Netflix, developing fundamental strategies to attract audiences and create effective marketing, especially in different geographical regions, has become crucial. These strategies serve as important resources to understand the localization efforts of global companies. Localization is a significant strategy adopted by global platforms to address the audience more closely and meaningfully. In this context, the focus of this thesis is to examine marketing strategies designed to reach the Turkish audience more effectively through the localization efforts of Netflix, using examples from @Netflixturkiye on Twitter, Netflix Türkiye on Facebook, and Netflix Türkiye on Instagram. Through textual analysis of Netflix's products, including Facebook posts, tweets on Twitter, and posts on Instagram, the research concludes that the platform values localization efforts and heavily incorporates local codes. The findings suggest that Netflix continually seeks ways to interact more effectively with the local audience while maintaining its global identity. Throughout the research, it becomes evident that Netflix integrates local cultural elements into its marketing strategies, demonstrating a commitment to both global identity and local engagement.