A study on the impact of digital marketing strategies on brand success: The example of Netflix

The Internet continues to take an important place in the life of each person, networks are omnipresent in our lives and this is where the magic of marketing operates. Companies have understood the role that digital marketing plays in the sustainability of commercial activities and especially after the difficult period of covid19. Marketing is no longer limited to the streets or on TV as it was a few years ago. The study will focus on the virtual side of marketing, taking Netflix as an example. The objective of this study is to know if digital marketing strategies can have a real impact or influence on the success of a company and how. Some factors that could impact the success of a brand have been discussed in this study, such as awareness, image and brand loyalty through digital marketing. But also, the direct impact that digital marketing can have on a brand. The study was conducted in Turkey and the data collection was done through a questionnaire. According to the results of the analysis, strategies of digital marketing don't affect brand success. But also, the results show that it does not affect success through the awareness and brand loyalty (Netflix).