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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: 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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