Wpływ rekomendacji rodziny i znajomych na lojalność wobec platformy streamingowej Netflix
The impact of recommendations from family and friends on loyalty to the Netflix streaming platform

Summary/Abstract: The development of the Internet has contributed to the growth in popularity of streaming platforms such as Netflix. The wide availability of such solutions leads to the need to take care of customers in order to maintain their loyalty to the company. This article presents the results of our own research on the impact of recommendations from family and friends on loyalty to the Netflix streaming platform. The main objective of the article was to check whether recommendations from family and friends affect consumer loyalty to the Netflix platform, and if so, to what extent. The specific objectives of this work were to obtain knowledge about the habits and preferences of Netflix subscribers and to analyze the impact of recommendations on loyalty to this platform. The work used research methods such as a query of economic literature on the subject under study, a review of Internet sources and an Internet survey, and the data collected using it were analyzed in Excel to identify interesting relationships.

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