The reasons for this difference are thought to be because of the different sectors the companies belong to, different product category and their pricing strategy.
📌 3 Maddede Bu Makale
🎯
Amaç & Hipotez:Purpose- It is necessary to develop different crisis management strategies in order to understand their own images on consumers and to change the negative attitudes and perceptions to the positive ones.
📊
Temel Bulgular & Veri:The main purpose of this study is to give suggestions regarding the communication strategies that brands will develop through social media.Methodology- Based on the text mining method, sentiment analysis was performed with Google Natural Language Processing on the data obtained from the Twitter which is a social media platform.Findings- According to the results of the sentiment analysis conducted for two different brands, it is seen that social media users express a positive attitude to one of the firms, while they express a negative attitude to the other one.
💡
Sonuç & Katkı:The reasons for this difference are thought to be because of the different sectors the companies belong to, different product category and their pricing strategy.
🔬Tür:Araştırma Makalesi
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Sentiment analysis · text mining · social media
Abstract
Purpose- It is necessary to develop different crisis management strategies in order to understand their own images on consumers and to change the negative attitudes and perceptions to the positive ones. In this study, social media users' attitudes towards two different brands during the crisis were examined. The main purpose of this study is to give suggestions regarding the communication strategies that brands will develop through social media.Methodology- Based on the text mining method, sentiment analysis was performed with Google Natural Language Processing on the data obtained from the Twitter which is a social media platform.Findings- According to the results of the sentiment analysis conducted for two different brands, it is seen that social media users express a positive attitude to one of the firms, while they express a negative attitude to the other one. Conclusion- In this study, the reasons of different attitudes of social media users were discussed. The reasons for this difference are thought to be because of the different sectors the companies belong to, different product category and their pricing strategy.
ONDEN, A., KİYGİ-CALLİ, M., YOLBULAN-OKAN, E. (2018). BRAND CRISIS IN SOCIAL MEDIA: CASE STUDY USING SENTIMENT ANALYSIS. Journal of Management Marketing and Logistics, Cilt: 5 - Sayı: 3, 246–254. https://ajindex.com/articles/836130
Can, H. (1994). Organizasyon ve yönetim. Siyasal Kitapevi, 3. Baskı,
Ankara.
Çiçekli, İ. (1999). Tercüme kaliplarinin makina öğrenmesi teknikleri ile tercüme örneklerinden öğrenilmesi. TÜBİTAK Projesi, Proje No: EEEAG-244(197E011). Delen, D., Crossland, M.D. (2008). Seeding the survey and analysis of research literature with text mining. Expert Systems with Applications. 34, 1707–1720.
Delibaş, A. (2008). Doğal dil işleme ile Türkçe yazim hatalarinin denetlenmesi. Yüksek Lisans Tezi, İstanbul Teknik Üniversitesi Fen Bilimleri Enstitüsü, Bilgisayar Mühendisliği Ana Bilim Dalı, İstanbul, Türkiye, 1-5.
Dinçer, Ö. (1992). Stratejik yönetim ve işletme politikası. Timaş Yayınları, 2. Baskı,
Guth, D. W. (1995). Organizational crisis experience and public relations roles. Public Relations Review, 21(2), 123-136.
Hatzivassiloglou, V., McKeown, K. R. (1997). Predicting the semantic orientation of adjectives. In Proceedings of the 35th annual meeting of the association for computational linguistics and eighth conference of the european chapter of the association for computational linguistics (pp. 174-181). Association for Computational Linguistics. He, W., Zha