The role of social media on the evolution of companies: A Twitter analysis of Streaming Service Providers

In recent years, Social Networks and, in particular, Twitter have proved to be a fertile ground for those scholars and companies interested in exploring the effectiveness of brand marketing communications. This is even more true when it comes to TV Streaming Service Providers, such as Netflix or Amazon. For these types of companies, Twitter represents not only a valuable source of data for business intelligence, but also a connected and co-viewing platform and outage detection system. In this paper, we carry out our analysis by exploring and comparing, through disparate machine learning techniques and natural language processing solutions, the behavior of several Twitter accounts corresponding to different Streaming Service Providers by considering their possible stage in the Technology Adoption Life Cycle. Interestingly, such an analysis allows for the identification of the most suitable strategies that can be carried out on Twitter by Streaming Service Providers to improve the user involvement on the basis of their current stage. To the best of our knowledge, a complete analysis able to depict Twitter strategies of success for Streaming Service Providers does not exist in current literature yet.