Análisis del contenido generado en redes sociales durante las fases de la promoción de la segunda temporada de la serie original de HBO House Of The Dragon

Abstract

Abstract: In today's dynamic media landscape, digital platforms revolutionize the way audiovisual content is consumed, especially television series. Social networks become a crucial component for promotion and connection with the audience. The marketing strategy of television productions focuses on using these platforms to generate interaction and engagement with the audience. The study focuses on analyzing how these networks are used to achieve engagement, adapting communication strategies on each platform. The analysis of the content generated during the promotion of the second season of House Of The Dragon, an HBO original series, is presented. A qualitative methodological approach was used to collect data from the official accounts on Instagram and TikTok. The results are detailed. These results provide a clear view of the impact of each phase according to the platforms mentioned.