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Keywords: Leximancer
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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
.../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...
