Brands as personal narratives: learning from user–YouTube–brand interactions

This paper reports a three-stage study of user–brand interactions on YouTube. An initial exploration identified unique, previously unknown, constructs active in this context. Grounded hypotheses and scales were tested via two surveys separated by approximately 15 month; first survey taken pre-Covid was followed by a second survey in May 2021 (Covid-vaccine present environment). We report that YouTube usage is significantly shaped by feelings of...