Rivalry in different industries: Boost or failure? Reserarch on loyalty and flaming in YouTube comments.
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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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