Facultad de Humanidades y Artes

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La percepción sobre la humanización en la estrategia de comunicación de la marca Netflix en el año 2020
(Universidad Santiago de Cali, 2023) Vera Arboleda, Laura Catalina; León Muñoz, John Jairo
The following research focuses on analyzing and understanding the humanization present in the advertising messages used by Netflix on the Facebook social media platform in April 2020. This period is chosen due to the changes made by the brand to adapt to a global crisis caused by the COVID-19 pandemic. To carry out this study, a methodology is employed that is based on the use of analysis forms as data collection instruments. These instruments allow for a detailed review of the graphic advertising pieces and associated copy on Netflix's Facebook page, considering elements such as tone, language, conveyed emotions, and values present in the messages. The potential results of this research will provide a clearer insight into how Netflix approached humanization in its communication strategy on Facebook in April 2020 in Colombia. This work contributes to the field of advertising by providing recommendations on how humanization can be an effective strategy on social media. Furthermore, it is expected that the obtained results will inspire other brands to adopt similar approaches in their communication strategies, promoting a greater emotional connection with their audiences and strengthening their positioning in the market.