  Social media may create echo chambers that reaffirm users' beliefs and
opinions through repeated exposure of similar notions. Whilst the formation and
effect of echo chambers have been intensively examined in thread-based
platforms such as Twitter, Facebook and Reddit, we shift our focus on product
review discussions on YouTube. This paper examines YouTube comments (n=2500)
through a combined approach of quantitative content analysis (QCA) and
sentiment analysis (SA) under selected selected YouTube videos (n=10). We
conclude this paper by highlighting the formation of echo chamber effect in
relation to comment argumentation and sentiments.
