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Analysis of institutional authors

Arroyo-Almaraz, ICorresponding Author

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The meme phenomenon in the creative strategy of Netflix Spain on Twitter

Publicated to:Icono 14. 19 (2): 312-338 - 2021-12-01 19(2), DOI: 10.7195/ri14.v19i2.1660

Authors: Arroyo-Almaraz, Isidoro; Diaz-Molina, Richard

Affiliations

Com Agcy, Madrid, Spain - Author
Univ Rey Juan Carlos Madrid, Madrid, Spain - Author

Abstract

The objective of this study is to determine what creative use Netflix Spain makes of audience-capturing memes to promote its contents on Twitter, chosen for its public nature, broad-ranging influence and growing reach. The main objective is to evaluate whether the memes lead to a level of engagement that makes their contents go viral. The specific objectives are: to measure the level of attraction that shared memes generate compared with other resources published by Netflix Spain on its Twitter account (@NetflixES), to analyse which formats and contents result in the most retweets, likes and replies, and to identify for which communication goals the memes are used. The study uses a mixed quantitative and qualitative methodology, with a sample of 112 memes from 307 publications from the fourth quarter of 2019. Findings: memes result in the third-biggest form of attraction after emoticons and weblinks; there is no direct connection between the most frequently used formats (visual text, image macro and video clip) and the most interactive formats (graphic, collage and video clip). Memes are published with the goal of promoting the Netflix brand and its catalogue as well as to generate discussion among users. It is concluded that memes are a preferred form of communication in the creative strategy of Netflix Spain. They are a highly powerful form of attraction that creates emotional ties between the Netflix platform and its users.

Keywords

Creative strategyEngagementMemeNetflixTwitterViralization

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Icono 14 due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2021, it was in position , thus managing to position itself as a Q2 (Segundo Cuartil), in the category Communication.

From a relative perspective, and based on the normalized impact indicator calculated from the Field Citation Ratio (FCR) of the Dimensions source, it yields a value of: 3.2, which indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: Dimensions Jun 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-06-21, the following number of citations:

  • WoS: 2
  • Scopus: 5
  • OpenCitations: 4

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-06-21:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 32 (PlumX).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
  • Additionally, the work has been submitted to a journal classified as Diamond in relation to this type of editorial policy.

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Arroyo Almaraz, Isidoro) .

the author responsible for correspondence tasks has been Arroyo Almaraz, Isidoro.