Communication strategies for promoting squid game on Netflix us Tiktok

Name: Yu Tien Chen

MeSH: Communication

LCSH: Marketing Communications

LCSH: Social media -- Marketing

LCSH: Game theory

Abstract: In the evolving landscape of digital promotion, understanding platformspecific strategies is paramount. This study aimed to elucidate Netflix's promotional tactics for Squid Game on TikTok. Using a mixed-methods approach, the research combined quantitative data analysis of engagement metrics with qualitative content analysis. The scope of the study was confined to TikTok, focusing on top-engaging posts related to Squid Game to ascertain the nature, content type, and strategic underpinnings of the promotion. The findings reveal a multifaceted content strategy rooted in humor, excitement, and emotional resonance, with short-form videos and memes emerging as predominant content types. Original sound integrations, strategic hashtag use, and a curated emotional spectrum were identified as core elements bolstering engagement. Based on these insights, recommendations include diversifying content formats, emphasizing user-generated content, and ensuring consistent posting cadence. Future research should consider a broader array of platforms and series to establish a comprehensive understanding of digital promotional paradigm.

Rangsit University Library

Address: Pathumthani

Email: library@rsu.ac.th

Name: Lucksana Klaikao

Role: Advisor

Created: 2024

Modified: 2568-11-14

Issued: 2025-11-14

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Communication Arts

Level: Master's Degree

Descipline: Communication Arts

Grantor: Rangsit University

©copyrights Rangsit University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	YU TIEN CHEN.pdf	1.33 MB

ใช้เวลา

0.089622 วินาที