Rivalry in different industries: Boost or failure? Reserarch on loyalty and flaming in YouTube comments.
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2015-06-01
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en
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Abstract
Rivalry is very common in virtual environments like YouTube. Users can reinforce the brand rivalry by expressing brand loyalty. Brand loyalty might trigger flaming. This research examines if there is a correlation between flaming expressed in YouTube comments and a discussion on YouTube. Furthermore, this research examines if the affordability of the industry (affordable versus less affordable industry) has an impact on loyalty and flaming expressed in YouTube comments. A corpus analysis was conducted and a total of 500 comments from two different YouTube videos were collected and coded. Results showed no significant relationship between flaming and a discussion and flaming and the affordability of the industry. Loyalty and the affordability of the industry did show a significant relationship. This suggests that users on YouTube show their loyalty more frequently in less affordable industries than in affordable indu! stries. < /p>
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Faculteit der Letteren