The Impact of YouTube on Present and Future Firm Value: Using Unstructured Text Analysis

This study aims to provide research results through empirical analysis on how customers’ reactions social media affect the present and future value of a company. selected Korean KOSPI-listed companies that actually own operate YouTube channels, collected data text mining comments videos with high views. In addition, TF-IDF was calculated, keywords were extracted, classified into three groups topic modeling. The characteristics could be transformed “current-oriented topic” as advertising promotion content focused fun or interest; “future-oriented critical pointing out problems, “neutral neutral attitude toward companies. uses regression model perform an by setting company’s YouTube-related variable independent current value-related dependent variable. this are follows. First, paper found directly manage accounts currently have lower corporate than those do not. Second, also which higher Third, showed if customer simply mentions interesting advertising/promotion-related comments, may improved in short term, but long it has negative effect value. Fourth, presented criticizes company points problems decreases due damage image, increases. Fifth, content, not just for interest, nor constructive criticism dissatisfaction company, related contributions expected effects First all, provides useful information shows more advantageous improving from long-term perspective strategically operating directly. objectively demonstrated channels is helpful run respond well complaints opinions, implement policies continuously opinions. Finally, method used paper, is, methodology conducted quantification unstructured tax data, guidelines many scholars expand scope available future.