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The aim of this article is to examine the relationship marketing model and the concept of brand community based on a case study of the content platform and production company, Netflix. Relationship marketing places a strong focus on the strategic management of collaborative relationships with customers and other stakeholders as a way of creating and distributing value in an equitable and mutually beneficial way. This study focuses on the idea of ‘community around the brand’, understood as a structured set of social relationships between the ‘fans’ of a brand and between the brand and its customers, who often dictate brand decisions. A theoretical analysis of the subject and a review of the relevant literature are followed by a case study of the leading content streaming company, Netflix, which analyses the company’s relationship marketing and community-building strategies and their role in the brand’s success.

Relational Marketing and Brand Community: the Case of Netflix