Binge Watching and the Role of Social Media Virality towards promoting Netflix’s Squid Game

W. Ahmed, A. Fenton, M. Hardey, Ronnie Das
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引用次数: 9

Abstract

The management literature has extensively studied viral marketing in the last decade; however, there is a lack of research in understanding network structures and the role of influencers within popular cultural consumption, such as on-demand digital media and binge-watching. In this article, we investigate the role of social media in popularising the East Asian dystopian cultural drama Squid Game. We studied this phenomenon by analysing social network structures, dynamics and influencer characteristics that transformed Squid Game into a popular global digital cultural consumption sensation. Stemming from the foundational theories of popular culture binge-watching, network theory and the social media echo chamber effect, we demonstrate how careful ‘seeding’ and ‘broadcasting’ behaviour adopted by Netflix and key influencers helped the ‘reciprocal merging’ of creative media content within the broader social media space. Our study found that 13,727 Twitter users were tweeting or mentioned on the day show was released. Our research findings further present the characteristic of individual group-based echo chambers and their role in value co-creation towards expanding the network boundary through e-WOM. This phenomenon led to the show’s unprecedented popularity amongst a global audience within a short period. Contributions of our work expand viral marketing and echo-chamber concepts into the binge-watching and popular digital culture realm, where the interplay between dramatized Asian and Western dystopian social norms provided the very fabric of user-led promotion and value co-creation.
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疯狂观看和社交媒体道德在推广Netflix《鱿鱼游戏》中的作用
管理文献在过去十年中广泛研究了病毒式营销;然而,在理解网络结构和影响者在流行文化消费(如点播数字媒体和疯狂观看)中的作用方面,缺乏研究。在这篇文章中,我们调查了社交媒体在东亚反乌托邦文化剧《鱿鱼游戏》中的普及作用。我们通过分析将《鱿鱼游戏》转变为流行的全球数字文化消费的社交网络结构、动态和影响者特征来研究这一现象。根据流行文化狂欢观看的基本理论、网络理论和社交媒体回音室效应,我们展示了Netflix和主要影响者采取的谨慎的“播种”和“广播”行为是如何帮助创意媒体内容在更广泛的社交媒体空间内“相互融合”的。我们的研究发现,在节目发布当天,有13727名推特用户在推特上或被提及。我们的研究结果进一步展示了基于个体群体的回音室的特征,以及它们在通过电子口碑扩大网络边界的价值共创中的作用。这一现象使该剧在短时间内在全球观众中获得了前所未有的人气。我们的工作将病毒式营销和回音室概念扩展到了疯狂观看和流行的数字文化领域,在那里,戏剧化的亚洲和西方反乌托邦社会规范之间的相互作用提供了用户主导的推广和价值共创的结构。
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CiteScore
3.90
自引率
31.20%
发文量
25
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