Headline Hooks in @NetflixID Reels and Their Influence on Followers’ Intention to Watch Netflix

Edy Prihantoro, Susilowati Dyah Kusumaningtyas, Ananda Putri Choirunnisa, Dwi Agitashera and Bagus Dwi Bramantyo
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Edy Prihantoro: Faculty of Communication Science, Gunadarma University, Depok, Indonesia
Susilowati Dyah Kusumaningtyas: Akademi Komunikasi Media Radio dan TV Jakarta, Jakarta, Indonesia
Ananda Putri Choirunnisa: Faculty of Communication Science, Gunadarma University, Depok, Indonesia
Dwi Agitashera: Akademi Komunikasi Media Radio dan TV Jakarta
Bagus Dwi Bramantyo: Akademi Komunikasi Media Radio dan TV Jakarta, Jakarta, Indonesia

Technium Social Sciences Journal, 2026, vol. 84, issue 1, 46-59

Abstract: The digital entertainment industry is experiencing rapid growth, encouraging brands to implement creative marketing communication strategies to attract audience attention and increase viewing interest. One widely used approach is the application of headline hooks in Instagram Reels content, which are opening sentences designed to capture users’ at-tention within the first few seconds. This study aims to examine the influence of headline hooks in @NetflixID Reels content on followers’ interest in watching Netflix films or series. The research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to followers of @NetflixID who had watched Netflix Indonesia Reels content, using purposive sampling techniques. The data were analyzed through validity, reliability, correlation, and simple linear regression tests. The findings reveal that headline hooks have a positive and significant influence on followers’ viewing interest. More attractive and emotionally engaging headline hooks increase audiences’ curiosity and intention to watch Netflix content. These results indicate that headline hooks play an important role in digital marketing communication strategies, while also contributing theoretically by positioning headline hooks as an independent variable in audience behavior research and practically providing insights for digital marketers and content creators.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:ojs:13674

DOI: 10.47577/tssj.v84i1.13674

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