Netnografía de usuarios de streaming de video
DOI:
https://doi.org/10.22458/rna.v16i2.5821Palabras clave:
Marketing, netnografía, cocreación, streaming, usuariosResumen
Este estudio netnográfico analiza 495 comentarios en redes sociales sobre plataformas de streaming de video STAR, Netflix, Amazon y MAX, identificando percepciones y comportamientos de usuarios. Se destacan expectativas, niveles de (in)satisfacción y demandas de información. Los usuarios valoran el contenido y comparten más información de la que solicitan. La satisfacción se vincula a experiencias positivas y la insatisfacción a fallas técnicas y retrasos. El análisis aporta claves para mejorar la relación empresa-consumidor y optimizar servicios.
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