What is it about?
YouTube videos and user comments are used to design field experiments for applying theory in a naturalistic, real-world setting to predict how consumer sentiment will vary for different types of brands.
Featured Image
Read the Original
This page is a summary of: Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands, Journal of Product & Brand Management, September 2021, Emerald,
DOI: 10.1108/jpbm-01-2021-3341.
You can read the full text:
Contributors
The following have contributed to this page
