The Effectiveness of Social Media Marketing to Maintain Brand Loyalty (Case of Disney+ Hotstar and Netflix Indonesia)

Hardiaswara, Abisha (2024) The Effectiveness of Social Media Marketing to Maintain Brand Loyalty (Case of Disney+ Hotstar and Netflix Indonesia). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This dissertation discusses the effectiveness of social media marketing to maintain brand loyalty (Case of Disney+ Hotstar and Netflix Indonesia). The dissertation highlights how technology is chang- ing the business landscape, making it crucial for businesses to adapt to the latest trends. Social me- dia is becoming the center of the world, and businesses need to capitalize on its opportunities. The chapter also reviews the existing research on the topic and proposes to explore the effectiveness of social media marketing in maintaining brand loyalty in Indonesia. The chapter describes the data col- lection and analysis methods used in this study, which includes both quantitative and qualitative data collection methods. The chapter concludes by presenting the research findings, which illustrate the major factors that impact brand loyalty and recommend that companies continue to promote their film or series, whether new or old, to boost brand loyalty.

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