High on Bitcoin: Evidence of emotional contagion in the YouTube crypto influencer space

【Author】 Meyer, Eva Andrea; Sandner, Philipp; Cloutier, Bernard; Welpe, Isabell M.

【Source】JOURNAL OF BUSINESS RESEARCH

【影响因子】10.969

【Abstract】Video blogs (vlogs) on content sharing platforms continue to grow in importance in online marketing. We show the strong influence that vloggers exert on their audience in the quickly expanding blockchain, crypto-assets, and Web3 industry. Measuring the correlation of sentiment in the title and transcript of 11,954 videos to that of cumulatively 3.6 million viewer comments, we find significant emotional contagion across all seven selected YouTube Bitcoin vlogs, all of which-in line with the gender imbalance of both Web3 and the YouTube influ-encer sphere-are hosted by men. The effect of emotional contagion is more pronounced for negative than positive emotions, and, although emotional bonds are said to intensify with recurring exposure to an influencer, it does not increase over time. The findings are relevant for marketers in blockchain-based markets, for financial regulators to understand the disruption potential exerted by crypto vloggers, and for crypto vlog viewers.

【Keywords】Emotional Contagion; Crypto-assets; Blockchain; YouTube; Vlogs; Online Influencer Marketing

【发表时间】2023 SEP

【收录时间】2023-07-11

【文献类型】实证数据

【主题类别】

区块链治理-市场治理-市场分析