IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v164y2023ics0148296323002084.html
   My bibliography  Save this article

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

Author

Listed:
  • Meyer, Eva Andrea
  • Sandner, Philipp
  • Cloutier, Bernard
  • Welpe, Isabell M.

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 influencer 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.

Suggested Citation

  • Meyer, Eva Andrea & Sandner, Philipp & Cloutier, Bernard & Welpe, Isabell M., 2023. "High on Bitcoin: Evidence of emotional contagion in the YouTube crypto influencer space," Journal of Business Research, Elsevier, vol. 164(C).
    • Handle: RePEc:eee:jbrese:v:164:y:2023:i:c:s0148296323002084
    DOI: 10.1016/j.jbusres.2023.113850
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323002084
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.113850?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Colombo, Jéfferson Augusto & Yarovaya, Larisa, 2024. "Are crypto and non-crypto investors alike? Evidence from a comprehensive survey in Brazil," Textos para discussão 568, FGV EESP - Escola de Economia de São Paulo, Fundação Getulio Vargas (Brazil).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:164:y:2023:i:c:s0148296323002084. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.