Netflix’s community relationship management. An analysis of its Facebook-USA page

Alana Hendrikx, Deborah Castro*

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

2 Citations (Scopus)
371 Downloads (Pure)


This paper explores how Netflix employs brand community relationship management on its United States Facebook page. Methodologically, this study uses qualitative thematic analysis to dissect 100 posts published by Netflix’s community manager on Facebook and 826 comments posted by the company and internet-users. Results suggest that Netflix keeps an active and regular posting schedule with new content and portrays the brand as a humorous and a relatable peer. However, Netflix does not encourage Facebook users to engage in the content on the platform. The brand also seems to ignore complaints received from Facebook users as well as identified internaut-to-internaut conflicts. Findings are relevant to researchers in the fields of digital media and marketing and to practitioners working in those two fields.

Original languageEnglish
Pages (from-to)108-125
Number of pages18
JournalJournal of Media Business Studies
Issue number2
Publication statusPublished - 2022

Bibliographical note

Publisher Copyright:
© 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

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