Analyzing YouTube Comments on Predatory Pricing: A Digital Citizenship on Netnography Study

This study investigates digital citizenship on YouTube, focusing on predatory pricing in Indonesia, aiming to understand Indonesian citizens’ perspectives through interactions in the platform’s comment sections. Using Netnography and social listening methods, we analyzed 1,206 comments from five mainstream media YouTube channels. Of these, 331 relevant comments revealed themes such as on imported goods concerns, online versus offline shopping comparisons, and calls for government action. The analysis unveiled a dynamic exchange among diverse stakeholders, reflecting varied viewpoints on the issue. The research underscores YouTube as a crucial platform for Indonesian citizens to actively engage in public dialogue. The diverse perspectives captured provide insights into economic impacts, shopping preferences, and the regulatory expectations of users. This variety of opinions illustrates the nuanced nature of digital citizenship in Indonesia, highlighting YouTube’s role in shaping public discourse and raising societal awareness.. Future research could expand the scope by analyzing interactions on other digital platforms or incorporating a quantitative approach to assess the digital literacy levels of users engaging in these discussions.