Jakman

Article Details

Vol. 7 No. 4 (2026): September

Articles

Decoding Ethereum's Brand Personality via YouTube Content Analysis

J Janfry Sihite A Arissetyanto Nugroho Z Zulkifli Zulkifli Y Yuli Harwani D Darmansyah Darmansyah
01 September 2026 Vol. 7 No. 4 (2026): September https://doi.org/10.35912/jakman.v7.n4.p35-46.2026
Abstract
01 Sep 2026

Purpose: This study examines Ethereum’s brand identity as a decentralized blockchain platform, focusing on how its narrative is co-created and negotiated within the YouTube ecosystem and its implications for market positioning and investor behavior.
Research Methodology: A quantitative content analysis and text mining approach was applied to 355 English-language YouTube video descriptions using WordStat software, Brand Personality, sentiment analysis, Term Frequency–Inverse Document Frequency (TF-IDF), Named-Entity Recognition (NER), and hierarchical cluster analysis.
Results: The findings show that competence is the dominant brand personality trait (52.48%), followed by excitement (28.37%). Sentiment analysis reveals balanced polarity, with 50.37% negative and 49.63% positive sentiments. Ethereum’s brand narrative is strongly shaped by financial and institutional adoption discussions.
Conclusions: Ethereum’s co-created brand identity reflects technological competence and speculative excitement. Without centralized marketing control, YouTube intermediaries influence brand narratives by transforming technical blockchain concepts into financial investment narratives.
Limitations: The study focuses only on textual metadata from English-language YouTube videos and does not include visual content or cross-cultural perspectives.
Contributions: This study extends digital marketing and decentralized finance research by applying brand personality theory to Decentralized Autonomous Organizations (DAOs) and digital assets.

Keywords: Brand Personality Cryptocurrency Content Analysis Decentralized Finance Ethereum
How to Cite
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Sihite, J., Nugroho, A., Zulkifli, Z., Harwani, Y., & Darmansyah, D. (2026). Decoding Ethereum’s Brand Personality via YouTube Content Analysis. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(4), 35–46. https://doi.org/10.35912/jakman.v7.n4.p35-46.2026
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