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Keywords: Retro brands
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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
... Publishing Limited Licensed re-use rights only Social media Sentiment analysis Nostalgia Leximancer YouTube User generated content Automated text analysis Field experiments Quasi-experiments Retro brands Social media has ushered in an era where consumers’ thoughts, feelings...
