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Analysis of institutional authors

Martin-Quevedo, JuanAuthor

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The engagement strategy of Netflix Spain in Twitter

Publicated to:Profesional De La Informacion. 27 (6): 1292-1302 - 2018-11-01 27(6), DOI: 10.3145/epi.2018.nov.12

Authors: Fernandez-Gomez, Erika; Martin-Quevedo, Juan;

Affiliations

Univ Int La Rioja UNIR, Fac Empresa & Comunicac, Av La Paz 137, Logrono 26006, Spain - Author

Abstract

This paper analyses how the streaming television platform Netflix creates a community in Twitter. Through a content analysis (N=1,048 tweets, n=100 tweets) we explore the characteristics of the messages with more answers, more likes and more retweets. Results allow to ascertain what the audience finds more relatable in a TV brand. Conclusions show that having a creative strategy, promote and inform about series, and using the social media language, like hashtags and visual resources, contribute to the follower's participation. Asking questions looking for participations or using humour or intrigue also helps towards this objective.

Keywords

CommunicationEngagementNetflixSocial mediaStreamingTelevisiónTelevision seriesTvTwitterViral

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Profesional De La Informacion 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, 2018, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category Cultural Studies.

From a relative perspective, and based on the normalized impact indicator calculated from World Citations provided by WoS (ESI, Clarivate), it yields a value for the citation normalization relative to the expected citation rate of: 1.76. This 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: ESI Nov 14, 2024)

This information is reinforced by other indicators of the same type, which, although dynamic over time and dependent on the set of average global citations at the time of their calculation, consistently position the work at some point among the top 50% most cited in its field:

  • Weighted Average of Normalized Impact by the Scopus agency: 1.62 (source consulted: FECYT Feb 2024)
  • Field Citation Ratio (FCR) from Dimensions: 21.94 (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: 22
  • Scopus: 47
  • OpenCitations: 24

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, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 39.
  • 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: 91 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 21.05.
  • The number of mentions on the social network Facebook: 1 (Altmetric).
  • The number of mentions on the social network X (formerly Twitter): 12 (Altmetric).
  • The number of mentions in news outlets: 1 (Altmetric).

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.

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: Last Author (Martín Quevedo, Juan).