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Keywords: Field experiments
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Journal Articles
Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands
Available to Purchase
Journal of Product & Brand Management (2022) 31 (5): 702–717.
Published: 29 September 2021
... of research questions. Originality/value Overall, this research points to the potential for ATA of comments on different categories of YT videos as a relatively straightforward approach for conducting field experiments that establish the ecological validity of laboratory findings. The method is easy...
