"Automated text analyses of YouTube comments as field experiments for a" by Charles S. Areni
Purpose: The purpose of this study is to show how non-random groupings of YouTube videos can be combined with automated text analysis (ATA) of user comments to conduct quasi-experiments on consumer sentiment towards different types of brands in a naturalistic setting. Design/methodology/approach: NCapture extracted thousands of comments on multiple videos representing different experimental treatments and Leximancer revealed differences in the lexical patterns of user comments for different type...
Automated Text Analysis Field Experiments Uasi Experiments Metro Brands Sentiment Analysis Social Media
Source: uow.edu.au