Brand Loyalty and Consumer Behavior in Streaming Services: A Case Study of Netflix's Marketing and Engagement Strategies

Yuting Wen

2025

Abstract

With the popularity of the Internet and the continuous evolution of consumer behavior, Netflix has become a leader in the media and entertainment industry and has completely changed the traditional way of content consumption. This paper focuses on Netflix's marketing evolution in data-driven personalization, content development, and technology integration, and analyzes its impact on consumer behavior and brand positioning. The research uses models like the Technology Acceptance Model (TAM) and Social Media Marketing Activation (SMMA) to evaluate its effectiveness in improving user experience and engagement. The results show that personalized recommendations, localized content, and dynamic pricing strategies are essential for user loyalty in an increasingly competitive market environment. The study concludes that Netflix has consolidated its leading position in the streaming market through innovative marketing strategies and continuous adaptation to global and regional needs. This paper recommends that Netflix further strengthen localized content development, use electronic word of mouth (eWOM) to strengthen brand communication, and introduce flexible pricing models to maintain growth and expand market share.

Paper Citation

in Harvard Style

Wen Y. (2025). Brand Loyalty and Consumer Behavior in Streaming Services: A Case Study of Netflix's Marketing and Engagement Strategies. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 74-79. DOI: 10.5220/0014074200004942

in Bibtex Style

@conference{apmm25,
author={Yuting Wen},
title={Brand Loyalty and Consumer Behavior in Streaming Services: A Case Study of Netflix's Marketing and Engagement Strategies},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={74-79},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014074200004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Brand Loyalty and Consumer Behavior in Streaming Services: A Case Study of Netflix's Marketing and Engagement Strategies
SN - 978-989-758-791-7
AU - Wen Y.
PY - 2025
SP - 74
EP - 79
DO - 10.5220/0014074200004942
PB - SciTePress