Uses and Gratifications of Consuming ‘Yo soy Betty, la fea’ from a Female Perspective

• Autores: Calle-Urbina, Ornella, Vite-León, Victor Omar, Poggi-Parodi, Christiana
• Formato: artículo
• Fecha de Publicación: 2024
• Institución: Universidad Peruana de Ciencias Aplicadas
• Repositorio: UPC-Institucional
• Lenguaje: inglés
• OAI Identifier: oai:repositorioacademico.upc.edu.pe:10757/676083
• Enlace del recurso: http://hdl.handle.net/10757/676083
• Nivel de acceso: acceso embargado
• Materia: La fea”; Netflix; Streaming; TV soaps; Uses and gratifications; “Yo soy Betty

This study delves into the realm of marketing by examining the uses and gratifications of ‘Yo soy Betty, la fea’ from a female perspective, given its status as Netflix Peru's top show for 54 weeks. The primary objective is to identify the needs it fulfills for young women and analyze the gratifications it provides. The methodology employed is qualitative, involving data collection through semi-structured interviews with 20 female consumers of the series, subsequently coded using ‘Atlas.ti’. The results of this study reveal that ‘Yo soy Betty, la fea’ effectively caters to a diverse array of marketing needs within its audience. The cognitive need strengthens the understanding of the plot. The affective need enables emotional connections with characters and situations. The social integration need is fulfilled through interaction with family and friends during viewing. The need for recreation relieves tension, with some individuals watching up to 20 episodes a day in their leisure time. The need for personal integration is reflected in active participation on social media, sharing content, and maintaining a certain social status. The emotional resonance, viewer dedication, and active social media engagement around ‘Yo soy Betty, la fea’ present opportunities for marketing campaigns to boost viewer attachment, tap into leisure interests, and harness influencer partnerships for content-related social status enhancement. This study aims to uncover the marketing dynamics driving the sustained popularity of ‘Yo soy Betty, la fea’ while also advancing the application of the uses and gratifications theory in marketing-oriented audience research.