BRAND PRESENCE ON FACEBOOK: A STRATEGY FOR PUBLISHING AND ENGAGING USERS ON THE NETFLIX BRAZIL FAN PAGE

Social networks are a privileged communication channel that brands use in their relationship with the consumer. The publications on Facebook seek to engage followers, using content that can be more attractive and using formats such as image and video. In this context, this study aims to find out if publications containing image and video can cause more involvement from users, specifically through likes, comments and shares. For that, an analysis of the Netflix brand activity on Facebook during 362 days, corresponding to 660 posts, was carried out using data provided by the Netvizz application. It was verified that the use of visual formats, such as images and videos, was a strategic choice that resulted in high consumer engagement. Based on the results obtained, some reflections are elaborated in the light of the scientific literature on the subject; recommendations for professionals, proposals, and some guidelines for future research are presented.