Loyalty is a brand! - Are comments on YouTube, about different brand industries rivalry or loyalty representatives?
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2015-06-01
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en
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From previous research it appeared that social media can play an important role in everyday lives, but in a business context as well. Businesses make commercials where they mock their rivals and post them on social media sites, such as YouTube. People often watch these commercials and share their opinion about it in comments regarding the particular video. This research examines these comments in order to see whether there is relationship between comments brand rivalry or whether comments represent brand loyalty. This research also investigates whether there is a difference between the product affordability of two different brand industries and rival/loyal comments posted about them.
The comments (500) were collected in a corpus by four researchers. Half of the comments were collected from a commercial about Samsung vs. Apple and the other half of the comments were collected from a commercial about Coca-Cola vs. Pepsi. In order to examine the comments, the Computer mediated discourse analysis (Herring, 2007) was used.
The findings showed that there is no relationship between comments on YouTube and brand rivalry. The majority of the comments did not represent brand loyalty. However, there was a significant relationship between brand rivalry and brand loyalty. The relationship between the brand industries and rival comments was not significant, but the relationship between the brand industries and loyal comments did appear to be significant.
Findings of this study suggest that people often disclose their choice of preference by expressing their negative feelings towards the other brand. In addition, the findings suggest that industries which offer more affordable products have more brand loyalists than other more luxurious brand industries.
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