This video is sponsored : text and sentiment analysis of YouTube health-related vlog comments and brand endorsement effectiveness

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Yang, Zihan, M.A.

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With the rapid development of YouTube and social media influencers, influencer brand endorsements have received much industry and scholarly attention. For brand endorsements made by YouTube influencers, comments under videos provide a cue for measuring endorsement effectiveness. This thesis examines the comments of both sponsored and non-sponsored YouTube health-related vlogs, as well as consumers’ commenting behaviors under the vlogs and purchase intentions toward the endorsed products. Text and sentiment analysis and survey techniques are used to examine the linguistic style of comments, the commenting behaviors of consumers, and their purchase intentions. The analysis reveals that a narrative, external, and positive linguistic style is found in the comments of health-related vlogs, and consumers’ positive commenting behavior leads to higher purchase intentions of healthy products.



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