Please use this identifier to cite or link to this item:
https://rsuir-library.rsu.ac.th/handle/123456789/3116| Title: | Communication strategies for promoting squid game on Netflix us Tiktok |
| Authors: | YU TIEN CHEN |
| metadata.dc.contributor.advisor: | Lucksana Klaikao |
| Keywords: | Communication;Marketing Communications;Social media -- Marketing;Game theory |
| Issue Date: | 2024 |
| Publisher: | มหาวิทยาลัยรังสิต. สำนักหอสมุด |
| metadata.dc.description.other-abstract: | In the evolving landscape of digital promotion, understanding platformspecific strategies is paramount. This study aimed to elucidate Netflix's promotional tactics for Squid Game on TikTok. Using a mixed-methods approach, the research combined quantitative data analysis of engagement metrics with qualitative content analysis. The scope of the study was confined to TikTok, focusing on top-engaging posts related to Squid Game to ascertain the nature, content type, and strategic underpinnings of the promotion. The findings reveal a multifaceted content strategy rooted in humor, excitement, and emotional resonance, with short-form videos and memes emerging as predominant content types. Original sound integrations, strategic hashtag use, and a curated emotional spectrum were identified as core elements bolstering engagement. Based on these insights, recommendations include diversifying content formats, emphasizing user-generated content, and ensuring consistent posting cadence. Future research should consider a broader array of platforms and series to establish a comprehensive understanding of digital promotional paradigm. |
| Description: | Thesis (M.A. (Communication Arts)) -- Rangsit University, 2024 |
| metadata.dc.description.degree-name: | College of Communication Arts |
| metadata.dc.description.degree-level: | ปริญญาโท |
| metadata.dc.contributor.degree-discipline: | Communication Arts |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/3116 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | CA-CA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| YU TIEN CHEN.pdf | 1.36 MB | Adobe PDF | View/Open |
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