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Leximancer identified word frequencies and co-occurrences in thousands of comments on YouTube videos of TV commercials from the 60s and 70s (Study 1) and the 50s–80s (Study 2). Multiple clusters of co-occurring words suggested ontological insecurity (e.g., “old,” “remember,” “love,” “miss”) and (e.g., “childhood,” “memories,” “happy,” “best”) as motives for viewing these videos. Leximancer generated samples of comments containing multiple key words from each cluster, and interpretive analyses of the comments in these samples revealed themes of (a) verifying an...

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 types of brands. Findings: User comments consistently revealed hypothesized relationships between brand ...

Abstract Contemporary concerns that social media – and its hardware accomplice the smart phone – dumb down, socially isolate and cause addiction among users have historical precedents in earlier reactions to the Internet, television, radio, and even the printed word. Automated and interpretive analyses of thousands of comments on YouTube videos of products (Study 1) and television programs (Study 2) from the past suggest a link between concerns about the negative effects of smart phones and social media and autobiographical obsolescence, a sense that the lived past is psychologically disc...