Binge Watching and the Role of Social Media Virality towards promoting Netflix’s Squid Game
(2022)
Journal Article
Ahmed, W., Fenton, A., Hardey, M., & Das, R. (2022). Binge Watching and the Role of Social Media Virality towards promoting Netflix’s Squid Game. IIM Kozhikode Society & Management Review, 11(2), 222-234. https://doi.org/10.1177/22779752221083351
The management literature has extensively studied viral marketing in the last decade; however, there is a lack of research in understanding network structures and the role of influencers within popular cultural consumption, such as on-demand digital... Read More about Binge Watching and the Role of Social Media Virality towards promoting Netflix’s Squid Game.