The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Conveyed Message in YouTube Product Review Videos: The discrepancy between sponsored and non-sponsored product review videos

  • Kim, Do Hun (Seoul National University, College Business Administration) ;
  • Suh, Ji Hae (Seoul National University of Science & Technology, Department Business Administration)
  • Received : 2023.10.16
  • Accepted : 2023.10.23
  • Published : 2023.12.31
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Abstract

Purpose The impact of online reviews is widely acknowledged, with extensive research focused on text-based reviews. However, there's a lack of research regarding reviews in video format. To address this gap, this study aims to explore the connection between company-sponsored product review videos and the extent of directive speech within them. This article analyzed viewer sentiments expressed in video comments based on the level of directive speech used by the presenter. Design/methodology/approach This study involved analyzing speech acts in review videos based on sponsorship and examining consumer reactions through sentiment analysis of comments. We used Speech Act theory to perform the analysis. Findings YouTubers who receive company sponsorship for review videos tend to employ more directive speech. Furthermore, this increased use of directive speech is associated with a higher occurrence of negative consumer comments. This study's outcomes are valuable for the realm of user-generated content and natural language processing, offering practical insights for YouTube marketing strategies.

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References

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