Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands

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 types, based on existing theory regarding motivations for nostalgia and the relationship between consumer preferences, online product ratings and purchases. These results demonstrate the viability of conducting quasi-experimental research in naturalistic settings via non-random groupings of YT videos and ATA of user comments. Research limitations/implications This research adopts a single quasi-experimental design: the non-equivalent group, after-only design. However, the same basic approach can be used with other quasi-experimental designs to examine different kinds 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 to use and does not require the participation and cooperation of private, third party social media research companies.

Consumer sentiment and house prices: asymmetric evidence from state-level data in the United States

Purpose The purpose of this paper is to assess and compare the symmetric and asymmetric effects of consumer sentiment on house prices in each state of the USA. This is the first study that uses state-level data. Design/methodology/approach Both linear and nonlinear autoregressive distributed lag approaches are used to assess the asymmetric effects of consumer sentiment on house prices in each state of the USA. Findings When the authors estimated a linear symmetric model, this paper found short-run effects of consumer sentiment on house prices in 34 states that lasted into the long-run in only 13 states. The comparable numbers by estimating a nonlinear asymmetric model were 47 and 22, respectively. The increase in the number of states where consumer sentiment affects house prices was attributed to the nonlinear adjustments of consumer sentiment. Originality/value The authors deviate from previous research and assess the impact of consumer sentiment on house prices by using data from each state of the USA. The authors also deviate from previous research by demonstrating that the effects could be asymmetric. No study has done this at the state-level.

PREDIKSI FITUR KEMASAN PRODUK MINYAK KAYU PUTIH DENGAN SUPPORT VECTOR MACHINE (SVM)

UD Sinar Baru has eucalyptus oil products with various sizes from 30 ml to 550 ml, and the size of 550 ml is the most consumed eucalyptus oil product. However, this product has been criticized by consumers for its packaging which has not met their expectations. This study aims to obtain an accurate method of classifying consumer sentiment and obtain features that affect the redesign of the 550 ml eucalyptus oil product packaging. Collecting data using an online survey method from social media Facebook to get consumer comments using power queries. Data analysis uses the concept of the Support Vector Machine (SVM) method with the support of the WEKA application to provide sentiment analysis and accuracy of consumer comments. The results of the study present the tendency of comments on each attribute with an assessment of 83% accuracy for the entire class, 3% for positive class comments, and 57% comments for negative class. The sentiment that shows the packaging tends to be normal at 20% which is interpreted as neutral. The conclusion from the results of this study is that SMO has a very accurate prediction rate to analyze consumer sentiment about the features of the 550 ml eucalyptus oil packaging, and it is necessary to redesign the current packaging by considering the features of shape, color, size, and efficiency.