VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/1229| Title: | Netflix: "next episode" qualitative study on Netflix's marketing strategy in Vietnam during COVID-19 | Authors: | Nguyen Thi Thuy Duong | Keywords: | Marketing strategy;Netflix;Covid-19 pandemic | Issue Date: | 2021 | Publisher: | Vietnamese-German University | Abstract: | The social distancing and lockdowns in the COVID-19 pandemic have accelerated the digital behaviors in entertainment, which leads to the unexpected growth of online entertainment services. Netflix, a video streaming platform, has shined bright in the darkness of COVID-19. In Vietnam, Netflix was the only foreign video streaming platform among the top five video streaming services in 2020. The marketing strategy has contributed significantly to Netflix's success in Vietnam where customers would prefer to watch free video content and uncopyrighted movies on the pirated film websites |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/1229 | Rights: | Attribution-NonCommercial 4.0 International |
| Appears in Collections: | Finance & Accounting (FA) |
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| Netflix “Next episode” qualitative study on Netflix's marketing strategy in Vietnam during covid-19.pdf | 697.89 kB | Adobe PDF |
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