THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITY TOWARDS BRAND EXPERIENCE, CONSUMER-BASED BRAND EQUITY, AND RE-SUBSCRIBE INTENTION. A CASE STUDY OF NETFLIX INDONESIA

• Main Author: Nafila Mawardi, Fathnaa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63290
• Institution: Institut Teknologi Bandung

Netflix is a US-based pioneer of video-on-demand (VOD) service. It provides a variety of movies and TV series, and even produces its own original shows. As the VOD industry is growing in Indonesia, many newcomers are entering the market. It is coming from international companies, such as Disney+,...