Customer Attitude towards Online Ads of Smartphone Brands: A Netnographic Analysis of User Generated Comments on YouTube

Rashid, Yasir; Zeeshan, Muhammad

doi:10.20547/jms.2014.1805203

Cited by 4 publications

(6 citation statements)

References 73 publications

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“…While research has explored user responses to advertisements in terms of attitudes toward the brand and the ad itself (MacInnis and Jaworski, 1989), the focus of YouTube advertising research has mainly been on quantitative metrics such as likes, dislikes and view counts (Rashid and Zeeshan, 2018). This emphasis on quantitative analysis leaves a gap in the literature regarding the qualitative content analysis of YouTube comments and their replies, which could provide valuable insights into user attitudes (Feng et al , 2019).…”

Section: Youtube Comments and User Responsementioning

confidence: 99%

Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising

Chen,

Feng

2023

QMR

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Purpose This study aims to investigate replies to the top 10 comments under Always “Like a Girl” YouTube femvertising video to gauge consumers’ responses regarding femvertising as well as relationships among commenters. Design/methodology/approach This study adopted a mixed research methods design. A user analysis and a qualitative content analysis were conducted to examine the replies of the top 10 comments with the most replies to reveal not only the topics but also relationships and patterns among those comments and commenters. Findings The user analysis found that across all the 10 comment-and-reply units, in 8 units, the user of the original primary comment, the conversation starter, was also the user who was targeted most often. The qualitative content analysis revealed four themes from the 10 comment-and-reply units: multilayered emotional responses, a gendered society, complex coexisting relationships and a melting pot. Research limitations/implications The findings of this research offer significant extensions to the understanding of public sphere theory within the contemporary digital media landscape. By analyzing the nature of replies to digital advertisements, the study illuminates how various types of user engagement–whether it be inquiry, laudation, debate, or flame–play a critical role in shaping the digital public sphere. Practical implications The study underscores the importance for marketers to scrutinize both comments and replies to effectively utilize femvertising on social media, particularly YouTube. By understanding the emotional dynamics of user interactions, marketers can craft strategies that evoke positive responses and mitigate negative ones. Engaging with users who are open to changing their views or mediating discussions can also be beneficial, as can the use of AI tools to maintain focus on the content rather than on individual commenters. Such approaches can enhance the perception of femvertising campaigns and foster a more constructive dialogue within the social media space. Originality/value This study contributes to the literature by investigating the replies of comments, interactions, relationships and patterns among YouTube commenters that may generate valuable insights for advertisers and marketers to be aware of the possible issues and monitor the sentiment of commentaries, thus, developing effective strategies to better connect with consumers. This extends the understanding of public sphere theory in the contemporary digital media landscape.

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Section: Youtube Comments and User Responsementioning

confidence: 99%

Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising

Chen,

Feng

2023

QMR

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“…This moves the traditional perspective of the customer as a passive receiver of value to an active creator of value during value co-creation (Pera et al, 2016). Hence, brand equity is now considered to be rooted in the interaction between producer and buyer (Rashid & Zeeshan, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Value Co-Creation in Travel Industry: Examining the Impact of Operand and Operant Resources on Actor Experience

Tariq¹,

Rashid²,

Waseem³

2020

jms.2014

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The notion of value creation has now transformed into customer-centric approach. Its focus has been shifted towards the free will of customers and they are being engaged into value co-creation by means of different platforms. However, within this research, experiential innovation and human experiences have received little attention and very few studies have empirically investigated resource integration. This study explains the value of co-creation process within the travel industry by examining the impact of operand and operant resources on customers' experiences. Data was collected from 215 customers who had previously used the services of travel agents. The results indicate that both operand and operant resources are important in managing customers' experience. This study establishes the importance of human experience in creating value and guides modern firms to adopt service dominant logic instead of good dominant logic.

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“…For example, text mining techniques have come a long way from being used only for books, patents, and scholarly articles to nowadays covering social media and other online content, as well as brand-related online sentiment [21][22][23][24][25]. Modern social media research builds on web scraping tools like Facepager and Netvizz [26] as well as a variety of text processing techniques, software packages, and algorithms (with statistically demanding calculations based on latent Dirichlet allocation (LDA) [24,27,28] to text mining packages for automated text mining, such as "NVivo", "QDA Miner", the "qdap" package in R and "AntCont" [23,26,29,30]). Keyword extraction algorithms, e.g., PositionRank, TextRank, and RAKE, thereby rely on predefined dictionaries of keywords (rapid automatic keyword extraction) [31,32].…”

Section: Introductionmentioning

confidence: 99%

Reaching for Customer Centricity—Wine Brand Positioning Configurations

Dreßler

Paunović²

2021

Journal of Open Innovation: Technology, Market, and Complexity

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This study set out to uncover brand positioning configurations by presenting state-of-the-art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic methodology and multiple sources. The sample included 572 wineries from all 13 German wine regions with website text data and online review text data from each winery. The study identified eight prime keywords used to describe both brand identity as well as wine brand image. It revealed word–price clusters of brand identity and image. The results offer insights into communication and pricing opportunities for wine brand identity as well as image, thereby contributing to open brand innovation.

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Customer Attitude towards Online Ads of Smartphone Brands: A Netnographic Analysis of User Generated Comments on YouTube

Cited by 4 publications

References 73 publications

Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising

Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising

Value Co-Creation in Travel Industry: Examining the Impact of Operand and Operant Resources on Actor Experience

Reaching for Customer Centricity—Wine Brand Positioning Configurations

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