A Content Analysis in the Studies of YouTube about Panic Buying Bear Brand Milk Video in COVID-19 Pandemic Era

DOI

10.2991/978-2-494069-49-7_173How to use a DOI?

Keywords

Customize Cognitive Bias; Bear Brand Milk; Panic Buying

Abstract

This study aims to determine the public’s response, how the video can inspire and boost product branding on the market, and the most influential recommendations. This research methodology uses qualitative content analysis with data collection using the purposive sampling technique with reporting criteria to determine the population. Then it is reduced to get a sample of 29 discussion videos with a minimum of three standards to a maximum of 9,133 comments. The results showed that public opinion’s response to the classification of polarization strategy coding into 4 (four) groups of comments (Relevant: 3.976, Negative: 3.661, Positive: 452, and Irrelevant: 1.044). User comments indicate categories related to each other and paraphrase the strategy by formally segmented. The four groups are further divided into five major groups, which include the Negative group consisting of Stupidity Assessment: 816, Marketing Strategy Tricks: 384, Settings: 310, Panic Situation: 250, Hoarder: 148, Relevant consisting of Product Availability: 383, Featured Products: 375, Type of Milk: 342, Business Oriented: 283, Understanding Milk Brand: 215, Positive consists of Prevent or Help Heal Corona-19 Viruses: 34, Clean Up Lungs: 31, Restoration of Body Condition: 31, Maintain Health: 29, Increase Body Immunity: 25, and Irrelevant consists of Condition: 210, Expression: 209, Symbol: 178, Human Physics: 159, Meaning: 142. Based on the data above, this study focuses on the level of patterns that influence each other’s decisions in panic buying conditions whether you want to buy bear brand milk or not, especially at the Relevant, Negative, and Positive groups which appear to have the same number of comments.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Iwan Supriyadi
AU  - Irmawan Rahyadi
AU  - Yohanes Arie Kuncoroyakti
PY  - 2022
DA  - 2022/12/29
TI  - A Content Analysis in the Studies of YouTube about Panic Buying Bear Brand Milk Video in COVID-19 Pandemic Era
BT  - Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)
PB  - Atlantis Press
SP  - 1030
EP  - 1040
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-49-7_173
DO  - 10.2991/978-2-494069-49-7_173
ID  - Supriyadi2022
ER  -