The effect of brands affordability on the identity of the commenter and the formality of the language on YouTube comments.
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2015-06-01
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en
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Abstract
YouTube is one platforms where people can post and comment on videos. Commenting on social media can differ per commenter. Some commenters use formal language and others use informal language. Similarly, commenters can choose whether they want to stay anonymous or not. The two variables, formality of language and identity of poster were analysed on YouTube comments of two videos where well-known brands were rivalling; Coca Cola vs. Pepsi and Samsung vs. Apple. The relation between the affordability of the brand and the formality of language was analysed and also was the relation between the identity of the commenter and the formality of the language analysed. Finally, the relation between the affordability of the brand and the identity of the commenter was analysed. The results showed that more luxurious and expensive products attract users that have a real identity on YouTube. Results also revealed! that com menters use more formal language when they are commenting on videos with expensive brands than on videos with cheaper brands.
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Faculteit der Letteren