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Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions

Sayı: 2 22 Eylül 2026
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Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions

Öz

Within the participatory culture framework, digital media environments have evolved into interactive spaces where users engage in content production, circulation, and meaning-making rather than solely consuming content. This study examines audience engagement with digital film and series promotions on social media platforms. The research uses netnographic analysis of user comments on content shared on Netflix Türkiye’s official Instagram account between January 1, 2026, and March 30, 2026. Analysis of 40 purposively sampled posts reveals that audience engagement goes beyond numerical measures and exhibits a multilayered structure determined by affective reactions, participatory practices, critical appraisals, and meaning-making processes. The findings indicate that engagement is primarily established on an emotional level, with users forming strong connections to the content. Users also actively participate through comments, articulate their demands to the platform, and develop collective interaction practices. The study shows that users act as informal critics, evaluating acting performances, story structures, and platform strategies. Additionally, different types of content, such as trailers, reels, and actor-focused posts, generate distinct forms of engagement. The findings further suggest that user comments are not limited to reactive responses but instead constitute a space where content is reinterpreted, expanded, and collectively constructed in terms of meaning.

Anahtar Kelimeler

Digital film promotion, Audience engagement, Instagram, Netnography, Netflix Türkiye

Kaynakça

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  6. Bruns, A. (2013). From prosumption to produsage. In R. Towse & C. Handke (Eds.), *Handbook on the digital creative economy* (pp. 67–78). Edward Elgar. https://doi.org/10.4337/9781781004876.00016
  7. Couldry, N., & Hepp, A. (2017). *The mediated construction of reality*. Polity Press.
  8. DeFelice, C. (2025). Reclaiming premium brand equity: Establishing and testing a post-pandemic framework for theatrical film advertising on social media. *Journal of Current Issues & Research in Advertising*, 1–26. https://doi.org/10.1080/10641734.2025.2584782
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  10. Gomez-Uribe, C. A., & Hunt, N. (2015). The Netflix recommender system: Algorithms, business value, and innovation. *ACM Transactions on Management Information Systems, 6*(4), Article 13. https://doi.org/10.1145/2843948

Kaynak Göster

APA
Yılmaz, S. S. (2026). Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions. Romaya Journal, 2, 1-10. https://doi.org/10.5281/zenodo.22848826
AMA
1.Yılmaz SS. Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions. Maya/Roma. 2026;(2):1-10. doi:10.5281/zenodo.22848826
Chicago
Yılmaz, Süleyman Sırrı. 2026. “Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions”. Romaya Journal, sy 2: 1-10. https://doi.org/10.5281/zenodo.22848826.
EndNote
Yılmaz SS (01 Eylül 2026) Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions. Romaya Journal 2 1–10.
IEEE
[1]S. S. Yılmaz, “Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions”, Maya/Roma, sy 2, ss. 1–10, Eyl. 2026, doi: 10.5281/zenodo.22848826.
ISNAD
Yılmaz, Süleyman Sırrı. “Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions”. Romaya Journal. 2 (01 Eylül 2026): 1-10. https://doi.org/10.5281/zenodo.22848826.
JAMA
1.Yılmaz SS. Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions. Maya/Roma. 2026;:1–10.
MLA
Yılmaz, Süleyman Sırrı. “Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions”. Romaya Journal, sy 2, Eylül 2026, ss. 1-10, doi:10.5281/zenodo.22848826.
Vancouver
1.Süleyman Sırrı Yılmaz. Netnographic Analysis of Audience Engagement with Netflix Türkiye’s Instagram Promotions. Maya/Roma. 01 Eylül 2026;(2):1-10. doi:10.5281/zenodo.22848826