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https://rsuir-library.rsu.ac.th/handle/123456789/3116Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | Lucksana Klaikao | - |
| dc.contributor.author | YU TIEN CHEN | - |
| dc.date.accessioned | 2025-11-28T02:38:03Z | - |
| dc.date.available | 2025-11-28T02:38:03Z | - |
| dc.date.issued | 2024 | - |
| dc.identifier.uri | https://rsuir-library.rsu.ac.th/handle/123456789/3116 | - |
| dc.description | Thesis (M.A. (Communication Arts)) -- Rangsit University, 2024 | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | มหาวิทยาลัยรังสิต. สำนักหอสมุด | en_US |
| dc.subject | Communication | en_US |
| dc.subject | Marketing Communications | en_US |
| dc.subject | Social media -- Marketing | en_US |
| dc.subject | Game theory | en_US |
| dc.title | Communication strategies for promoting squid game on Netflix us Tiktok | en_US |
| dc.type | Thesis | en_US |
| 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. | en_US |
| dc.description.degree-name | College of Communication Arts | en_US |
| dc.description.degree-level | ปริญญาโท | en_US |
| dc.contributor.degree-discipline | Communication Arts | en_US |
| 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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