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Journals / Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 2020 / Cilt: 20 - Sayı: 1

MEASURING THE EFFECTIVENESS OF SOCIAL MEDIA: AN INVESTIGATION OF COMPANIES’ TWITTER USE

SOSYAL MEDYA ETKİNLİĞİNİN ÖLÇÜMÜ: FİRMALARIN TWITTER KULLANIMINA İLİŞKİN BİR İNCELEME

Büşra AYAN
Mustafa CAN
Umman Tuğba GÜRSOY
Pages
121–146
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In order to determine tweet value, Sentiment Analysis was carried out and the number of positive tweets were found to be the highest for the companies in the cosmetics sector.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study was to measure the social media effectiveness of the leading competitors in different sectors.
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Key Findings & Data:In this context, the feeds of Twitter users about competitors in cosmetics, marketplace and electronic sectors and the feeds shared by the companies’ corporate Twitter accounts during February 2018 were analysed using Social Media Mining method.
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Conclusion & Impact:In order to determine tweet value, Sentiment Analysis was carried out and the number of positive tweets were found to be the highest for the companies in the cosmetics sector.
🔬Design:Research Article
📍Scope:2018 Verileri
⚙️Variables:Domain Parameters

Abstract

The aim of this study was to measure the social media effectiveness of the leading competitors in different sectors. In this context, the feeds of Twitter users about competitors in cosmetics, marketplace and electronic sectors and the feeds shared by the companies’ corporate Twitter accounts during February 2018 were analysed using Social Media Mining method. A success ranking was made by evaluating the measurement criteria of Twitter effectiveness consisting of number of tweets, tweet value (positive, negative, neutral), follower gain, number of responses, number of retweets and number of likes. It was determined that the most successful company was from cosmetics and the lowest ranked company was from electronic sector. In order to determine tweet value, Sentiment Analysis was carried out and the number of positive tweets were found to be the highest for the companies in the cosmetics sector.

Özet

Bu çalışmanın amacı farklı sektörlerde faaliyet gösteren lider rakip firmalarınsosyal medya etkinliklerinin ölçülmesidir. Bu kapsamda, 2018 Şubat ayı boyuncaTwitter kullanıcılarının kozmetik, pazaryeri ve elektronik sektöründe faaliyetgösteren rakip firmalar hakkında yaptıkları paylaşımlar ve bu firmaların kurumsalTwitter hesaplarından yapmış oldukları paylaşımlar Sosyal Medya Madenciliğiyöntemi ile analiz edilmiştir. Firmalar hakkındaki tweet sayısı, tweet değeri(olumlu, olumsuz, nötr), takipçi kazanımı, yanıt sayısı, retweet sayısı ve beğenisayısı başlıklarından oluşan Twitter etkinliğinin ölçüm kriterleri ele alınarak birbaşarı sıralaması yapılmış ve en başarılı firmanın kozmetik, en düşük sıralamayasahip firmanın ise elektronik sektöründen olduğu tespit edilmiştir. Tweet değerinisaptayabilmek için Duygu Analizi gerçekleştirilmiştir ve olumlu tweet oranınınkozmetik firmaları için daha fazla olduğu sonucuna ulaşılmıştır.

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Cite This Article

AYAN, B., CAN, M., GÜRSOY, U. T. (2022). MEASURING THE EFFECTIVENESS OF SOCIAL MEDIA: AN INVESTIGATION OF COMPANIES’ TWITTER USE. Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 20 - Sayı: 1, 121–146. https://ajindex.com/articles/426659

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