A probe of social media marketing and binge-watching on customer loyalty of SVOD Netflix
DOI:
https://doi.org/10.38043/revenue.v2i2.4133Keywords:
Social Media Marketing, Binge-Watching, Customer Loyalty, SVOD, NetflixAbstract
In times of pandemic, the spread of internet users in their introduction can change most of the media, especially in the world of cinema. In the current pandemic situation with the company's latest earnings release, Netflix only added 5.5 million subscribers in the first half of 2021, whereas in 2020 Netflix's record rose to 36 million subscribers. The popularity of K-drama is increasing during the pandemic which makes consumers binge-watching. Thus, this study aims to determine the effect of social media marketing and binge-watching partially and simultaneously on customer loyalty. This research is important, especially in Indonesia, given the differences in Binge-Watching behavior towards consumer loyalty at the beginning of the pandemic and during the Covid-19 pandemic. The population uses those who already have a Subscribe Video on Demand (SVOD) platform, namely Netflix, and a sample of 100 respondents. The data analysis technique uses a Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Coefficient of Determination Test, F Test, and t Test. The results of the study obtained the results: (1) social media marketing has a significant positive effect on customer loyalty, (2) binge-watching has a significant positive effect on customer loyalty, and (3) simultaneously social media marketing and binge-watching has a significant effect on customer loyalty which obtained a significance value of 0.000 <0.05. The magnitude of the influence of the independent variable on customer loyalty is 51.5%. For further research in order to examine more deeply other factors not examined in this study.
References
Articles
Amral, N., Özveren, C. S., & King, D. (2007). Short term load forecasting using multiple linear regression. Proceedings of the Universities Power Engineering Conference, July, 1192–1198. https://doi.org/10.1109/UPEC.2007.446 9121
Anghelcev, G., Sar, S., Martin, J. D., & Moultrie, J. L. (2021). Binge-Watching Serial Video Content: Exploring the Subjective Phenomenology of the Binge-Watching Experience. Mass Communication and Society, 24(1), 130–154. https://doi.org/10.1080/15205436.2020. 1811346
Busser, J. A., & Shulga, L. V. (2019). Involvement in consumer-generated advertising: Effects of organizational transparency and brand authenticity on loyalty and trust. International Journal of Contemporary Hospitality Management, 31(4), 1763–1784. https://doi.org/10.1108/IJCHM-10-2017-0685
Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661. https://doi.org/10.1177/1744987120927 206
Chen, X., Lu, J., Zhao, J., Qu, Z., Yang, Y., & Xian, J. (2020). Traffic flow prediction at varied time scales via ensemble empirical mode decomposition and artificial neural network. Sustainability (Switzerland), 12(9), 1–17. https://doi.org/10.3390/su12093678
de Matos, M. G., & Ferreira, P. (2020). The effect of binge-watching on the subscription of video on demand: Results from randomized experiments. Information Systems Research, 31(4), 1337–1360. https://doi.org/10.1287/isre.2020.0948
Derin, E. (2021). Increasing Customer Loyalty: The Role of Social Media within the SVOD Industry. http://essay.utwente.nl/87326/
Erdo?mu?, ?. E., & Çiçek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia - Social and Behavioral Sciences, 58(September 2014), 1353–1360. https://doi.org/10.1016/j.sbspro.2012.09. 1119
Flayelle, M., Maurage, P., Di Lorenzo, K. R., Vögele, C., Gainsbury, S. M., & Billieux, J. (2020). Binge-Watching: What Do we Know So Far? A First Systematic Review of the Evidence. Current Addiction Reports, 7(1), 44–60. https://doi.org/10.1007/s40429-020- 00299-8
Ganesh, J., Arnold, M. J., and Reynolds, K. (2000). Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers. Journal of Marketing, 64(3), 65-87. http://dx.doi.org/10.1509/jmkg.64.3.65.18028
Islamiyati, A. N. (2017). Drama Korea dan Khalayak (Penerimaan Perempuan Indonesia Terhadap Budaya dan Sosok Laki-laki yang ditampilkan dalam Tayangan Drama Korea). 1–23.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10- 2015-0154
Jenner, M. (2020). Researching Binge-Watching. Critical Studies in Television, 15(3), 267–279. https://doi.org/10.1177/1749602020935 012
Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., & Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes. Journal of Service Research, 9(4), 335–355.
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of- mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Moore, A. E. (2015). Binge Watching: Exploring the Relationship of Binge-Watched Television Genres and Colleges. Graduate Research and Discovery Symposium (GRADS), 138. https://tigerprints.clemson.edu/grads_symposium/138
Neti Sisira. (2015). Social Media and Its Role in Marketing. Business and Economics Journal, 07(01). https://doi.org/10.4172/2151- 6219.1000203
Pasirayi, S., & Fennell, P. B. (2021). The effect of subscription-based direct-to-consumer channel additions on firm value. Journal of Business Research, 123(October 2019), 355–366. https://doi.org/10.1016/j.jbusres.2020.09.067
Pérez, E. P. (2020). Blockchain Technology and Auditing. Journal of EU Business School, 4, 14–24.
Pittman, M., & Sheehan, K. (2015). Sprinting a media marathon: Uses and gratifications of binge-watching television through Netflix. First Monday, 20(10). https://doi.org/http://dx.doi.org/10.5210/ fm.v20i10.6138
Richter, D., Riemer, K., & Brocke, J. Vom. (2011). Internet social networking: Stand der forschung und konsequenzen für enterprise 2.0. Business and Information Systems Engineering, 53(2), 89–103. https://doi.org/10.1007/s11576-011-0265-3
Santoso, R. K., & Dewi, N. F. (2020). Social Media Marketing’s Influence on Customer Loyalty: A Case Study of Siloam Hospital. Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018), 224–232. https://doi.org/10.2991/assehr.k.200331. 146
Sheela, P., & Sneha, K. (2017). Impact of Social Media in Developing Brand Loyalty among Students. International Journal of Engineering and Management Research, 7(1), 31–38.
Sung, Y. H., Kang, E. Y., & Lee, W. N. (2018). Why Do We Indulge? Exploring Motivations for Binge Watching. Journal of Broadcasting and Electronic Media, 62(3), 408–426. https://doi.org/10.1080/08838151.2018. 1451851
Uncles, M.D., Dowling, G.R. and Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294-316.
Books
Ghauri, P., Grønhaug, K., & Strange, R. (2020). Research Methods in Business Studies (5th Ed.). Cambridge University Press. https://doi.org/10.1017/9781108762427
Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 17. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. BPFE Universitas Diponegoro.
Jacoby, J. and Chestnut, R.W. (1978). Brand Loyalty Measurement and Management. John Wiley and Sons.
Kotler, K. L. K. P. (2009). Manajemen pemasaran; Jilid 1 = Marketing management. Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. CV. Alfabeta.
Zeng, B. and Gerritsen, R. (2014). What Do We Know About Social Media in Tourism? A Review. Elsevier Ltd.
Zikmund, William G. Carr, Jon C. Babin, Barry Griffin, M. (2013). Business Research Methods. Perpusnas.
Thesis
Köhle, S. N., & Taal, E. (2020). Bachelor thesis Health Psychology and Applied Technology What is the relationship between binge-watching, physical health, and physical activity? [Bachelor Thesis]. University of Twente.
Website
Databoks. (2020). Jumlah Pengguna Internet di Indonesia Capai 196,7 Juta. https://databoks.katadata.co.id/datapublish/2020/11/11/jumlah-pengguna-internet-di-indonesia-capai-1967-juta
Databoks. (2021). Efek Pandemi, Total Pelanggan Netflix Tembus 200 Juta. https://databoks.katadata.co.id/datapublish/2021/01/22/efek-pandemi-total-pelanggan-netflix-tembus-200-juta
DetikInet. (2021). Pengguna Internet Indonesia Tembus 202,6 Juta. https://inet.detik.com/cyberlife/d- 5407210/pengguna-internet-indonesia- tembus-2026-juta
Kemenkes Rl. (2021). Situasi Terkini Perkembangan Coronavirus Disease (COVID-19). Kemenkes. https://covid19.kemkes.go.id/download/ Situasi_Terkini_050520.pdf
Kominfo. (2015). Kemkominfo dan Kemkumham Tutup Akses 22 Situs Pembajak Hak Cipta. https://kominfo.go.id/content/detail/5643/kemkominfo-dan-kemkumham-tutup-akses-22-situs-pembajak-hak- cipta/0/berita_satker
Netflix. (2020). About Us. https://about.netflix.com/en/about-us
Richter, F. (2021). Netflix Sees Slowest Growth in Years Following Pandemic Spurt. Netflix.Com. https://www.statista.com/chart/21465/global-paid-net-subscriber-additions-by-netflix/
We Are Social & Hootsuite. (2020). Digital Data Indonesia 2020. In Data Reportal. https://datareportal.com/reports/digital-2020-indonesia
We Are Social & Hootsuite. (2021). Digital Data Indonesia 2021. In Data Reportal. https://datareportal.com/reports/digital-2021-indonesia
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Ni Putu Tannya Aprillia Rahayu Putri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
