"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 types of brands. Findings: User comments consistently revealed hypothesized relationships between brand ...
Source: uow.edu.au