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Analysis of institutional authors

Martin-Quevedo, JCorresponding Author

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September 27, 2022
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Article

The promotional strategy of Netflix and HBO on Instagram in a competition scenario. Analysis of their profiles in Spain and in the US

Publicated to:Obra Digital. Revista De Comunicación. (20): 97-112 - 2021-08-01 (20), DOI: 10.25029/od.2021.290.20

Authors: Martín-Quevedo, J; Fernández-Gómez, E; Segado-Boj, F

Affiliations

Int Univ La Rioja, Fac Business & Commun, Logrono, Spain - Author
Rey Juan Carlos Univ, Madrid, Spain - Author
Univ Complutense Madrid, Madrid, Spain - Author

Abstract

This study analyzes the resources and strategies used by the US and Spanish profiles of HBO and Netflix on Instagram. For this, the year 2017 is taken as a reference because it is a period marked by the arrival of HBO in Spain. The content analysis of the 731 messages collected reflects a high internal consistency on the part of Netflix, while on HBO both channels differ significantly. An effort is appreciated by the Spanish profiles to adapt to the Spanish social reality by resorting to social causes or by emphasizing the dimension of the conflict.

Keywords

AnovaEngagementGenerationHboInstagramNetflixSeriesSocial mediaStreamingTelevisiónTvVideo

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

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: 4.21, 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 Jul 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-07-04, the following number of citations:

  • WoS: 1

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 2025-07-04:

  • 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: 13 (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 (Martín Quevedo, Juan) .

the author responsible for correspondence tasks has been Martín Quevedo, Juan.