In a Serious Relationship with My Streaming: The Case Study of the Humanized Netflix’s Interaction on Facebook

Informações

Código: MKT3121
Divisão: MKT - Marketing
Tema de Interesse: Tema 01 - Comportamento do Consumidor

Autores

Juliana Moreira Batista (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) batistamjuliana@gmail.com

Resumo

Faced corporate investments on social media to improving the consumer-brand relationship, the using of marketing devices to encourage anthropomorphism seems to be an effective strategy to achieve marketing goals. Previous studies have shown that perceive congruity between brand and consumers influences positively consumer-brand relationship, as well as there is a positive relationship between the extent to which a brand is anthropomorphized and the perceived quality of the consumer-brand relationship. However, it is unclear how these marketing devices are being implemented and to what extent they are effective. Giving that, our research question is: How can a brand stimulate anthropomorphism to increase consumers’ perception of congruity between consumers and the brand and, consequently, have a positive consumer-brand relationship? Through a field exploratory case study, we collected one month of Netflix Brasil interactions with its followers on Facebook. Our data analysis observed that Netflix employs a discourse based on three subdomains of anthropomorphism which are working as communication tactics to build the consumer-brand relationship: Personified cues and Social conventions; Demonstration of empathy; and Demonstration of emotions and affection. The results advance the topic by highlighting the concept of brand-self connections (consumer-brand congruity) as a connector between anthropomorphism and consumer-brand relationship.

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