Öz
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.
Anahtar Kelimeler
Sentiment analysis text mining social media Twitter crisis management
Kaynakça
- Akdağ, M. (2005). Halkla ilişkiler ve kriz yönetimi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (14), 1-20.
- Alpaydın, E. (2000). Zeki veri madenciliği: ham veriden altin bilgiye ulaşma yöntemleri. Bilişim 2000 Eğitim Semineri, Boğaziçi Üniversitesi, İstanbul.
- Arıcı, K. (2001). Krizler firsata dönüştürülebilir. Türk-Koop Dergisi, 17, 345.
- Burgess, M. (2016). Samsung blames drop in profits on Galaxy Note 7 problems. Erişim: https://www.wired.co.uk/article/samsung-profits-drop-note-7.
- 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, İstanbul.
- Dredge, S. (2014). World Cup was biggest event yet for Twitter with 672m tweets. Erişim: https://www.theguardian.com/technology/2014/jul/15/twitter-world-cup-tweets-germany-brazil.
- Esuli, A., Sebastiani, F. (2010). Machines that learn how to code open-ended survey data. International Journal of Market Research, 52(6), 775-800.
- Geanous, J. (2017). Boston Uber driver charged with rape. Erişim: https://www.bostonglobe.com/metro/2017/04/25/boston-uber-driver-charged-with-rape/fcddNesDx5m6iadF4H4kJK/story.html.
- Google CLN. (2018). Cloud natural language web site. Erişim: https://cloud.google.com/natural-language.
- Green, B. (2016). Replacement Samsung Galaxy Note 7 phone catches fire on Southwest plane. Erişim: https://www.theverge.com/2016/10/5/13175000/samsung-galaxy-note-7-fire-replacement-plane-battery-southwest.
- 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, S., Li, L. (2013). Social media competitive analysis and text mining: a case study in the pizza industry. International Journal of Information Management, 33(3), 464-472.
- Ibrahim, N. F., Wang, X., Bourne, H. (2017). Exploring the effect of user engagement in online brand communities: evidence from Twitter. Computers in Human Behavior, 72, 321-338.
- fJanis, I. L. (1989). Crucial decisions: leadership in policymaking and crisis management. New York: Free Press.
- Kadıbeşegil S. (2003). Kriz geliyorum der, kriz iletişimi ve yönetimi. MediaCat, İstanbul.
- Kalaycı, B. N. (2017). Sosyal medyada kriz iletişimi; Turkcel örneği. I. Uluslararası İletişimde Yeni Yönetilimler Konferansı (pp. 331-341).
- Kaplan, A. M., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53 (1), 59–68.
- Kavoğlu, S. (2013). Güncel bir olgu olarak yeni medya ve kriz iletişimi: örnek vaka analizi. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 2(1), 49-63.
- Mishra, A. K. (1996). Organizational responses to crisis. Trust in organizations: Frontiers of theory and research, 261.
- Pauchant, T. C. &Mitroff, I. I. 1992. Transforming the crisis-prone organization: Preventing individual, organizational, and environmental tragedies. San Francisco, CA: Jossey-Bass.
- Özkan, Y. (2008). Veri madenciliği yöntemleri. Papatya Yayıncılık, İstanbul.
- Öztemel, E. (2006). Yapay sinir ağlari. Papatya Yayıncılık, İstanbul
- Özyurt, Ö., Köse, C. (2006). Türkçe tabanli diyalog sistemi tasarimi ve internet (chat) ortamlarindan bilgi çikarimi. Karadeniz Teknik Üniversitesi.
- Pauchant, T. C., Mitroff, I. I. (1992). Transforming the crisis-prone organization: preventing individual, organizational, and environmental tragedies. San Francisco, CA: Jossey-Bass.
- Peker, Ö., Aytürk, N. (2000). Etkili yönetim becerileri. Yargı Yayınevi, Ankara
- Perrow, C. (1984). Normal accidents: living with high-risk technologies. New York: Basic Books.
- Sezgin, F. (2003). Kriz yönetimi. Manas Sosyal Bilimler Dergisi, 4(8), 111-119.
- Solis, B., Breakenridge, D. (2009). Putting the public back in public relations. New Jersey, FT Press, 180.
- Tağraf, H., Arslan, N. T. (2003). Kriz oluşum süreci ve kriz yönetiminde proaktif yaklaşım. C.Ü. İktisadi ve İdari Bilimler Dergisi, 4(1), 149-160.
- Yeniçeri, Ö. (1993). İşletmelerde yönetim, organizasyon ve davranış. Tutibay Basım A.Ş, Ankara.
Öz
Kaynakça
- Akdağ, M. (2005). Halkla ilişkiler ve kriz yönetimi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (14), 1-20.
- Alpaydın, E. (2000). Zeki veri madenciliği: ham veriden altin bilgiye ulaşma yöntemleri. Bilişim 2000 Eğitim Semineri, Boğaziçi Üniversitesi, İstanbul.
- Arıcı, K. (2001). Krizler firsata dönüştürülebilir. Türk-Koop Dergisi, 17, 345.
- Burgess, M. (2016). Samsung blames drop in profits on Galaxy Note 7 problems. Erişim: https://www.wired.co.uk/article/samsung-profits-drop-note-7.
- 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, İstanbul.
- Dredge, S. (2014). World Cup was biggest event yet for Twitter with 672m tweets. Erişim: https://www.theguardian.com/technology/2014/jul/15/twitter-world-cup-tweets-germany-brazil.
- Esuli, A., Sebastiani, F. (2010). Machines that learn how to code open-ended survey data. International Journal of Market Research, 52(6), 775-800.
- Geanous, J. (2017). Boston Uber driver charged with rape. Erişim: https://www.bostonglobe.com/metro/2017/04/25/boston-uber-driver-charged-with-rape/fcddNesDx5m6iadF4H4kJK/story.html.
- Google CLN. (2018). Cloud natural language web site. Erişim: https://cloud.google.com/natural-language.
- Green, B. (2016). Replacement Samsung Galaxy Note 7 phone catches fire on Southwest plane. Erişim: https://www.theverge.com/2016/10/5/13175000/samsung-galaxy-note-7-fire-replacement-plane-battery-southwest.
- 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, S., Li, L. (2013). Social media competitive analysis and text mining: a case study in the pizza industry. International Journal of Information Management, 33(3), 464-472.
- Ibrahim, N. F., Wang, X., Bourne, H. (2017). Exploring the effect of user engagement in online brand communities: evidence from Twitter. Computers in Human Behavior, 72, 321-338.
- fJanis, I. L. (1989). Crucial decisions: leadership in policymaking and crisis management. New York: Free Press.
- Kadıbeşegil S. (2003). Kriz geliyorum der, kriz iletişimi ve yönetimi. MediaCat, İstanbul.
- Kalaycı, B. N. (2017). Sosyal medyada kriz iletişimi; Turkcel örneği. I. Uluslararası İletişimde Yeni Yönetilimler Konferansı (pp. 331-341).
- Kaplan, A. M., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53 (1), 59–68.
- Kavoğlu, S. (2013). Güncel bir olgu olarak yeni medya ve kriz iletişimi: örnek vaka analizi. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 2(1), 49-63.
- Mishra, A. K. (1996). Organizational responses to crisis. Trust in organizations: Frontiers of theory and research, 261.
- Pauchant, T. C. &Mitroff, I. I. 1992. Transforming the crisis-prone organization: Preventing individual, organizational, and environmental tragedies. San Francisco, CA: Jossey-Bass.
- Özkan, Y. (2008). Veri madenciliği yöntemleri. Papatya Yayıncılık, İstanbul.
- Öztemel, E. (2006). Yapay sinir ağlari. Papatya Yayıncılık, İstanbul
- Özyurt, Ö., Köse, C. (2006). Türkçe tabanli diyalog sistemi tasarimi ve internet (chat) ortamlarindan bilgi çikarimi. Karadeniz Teknik Üniversitesi.
- Pauchant, T. C., Mitroff, I. I. (1992). Transforming the crisis-prone organization: preventing individual, organizational, and environmental tragedies. San Francisco, CA: Jossey-Bass.
- Peker, Ö., Aytürk, N. (2000). Etkili yönetim becerileri. Yargı Yayınevi, Ankara
- Perrow, C. (1984). Normal accidents: living with high-risk technologies. New York: Basic Books.
- Sezgin, F. (2003). Kriz yönetimi. Manas Sosyal Bilimler Dergisi, 4(8), 111-119.
- Solis, B., Breakenridge, D. (2009). Putting the public back in public relations. New Jersey, FT Press, 180.
- Tağraf, H., Arslan, N. T. (2003). Kriz oluşum süreci ve kriz yönetiminde proaktif yaklaşım. C.Ü. İktisadi ve İdari Bilimler Dergisi, 4(1), 149-160.
- Yeniçeri, Ö. (1993). İşletmelerde yönetim, organizasyon ve davranış. Tutibay Basım A.Ş, Ankara.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Bölüm | Articles |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Eylül 2018 |
| Yayımlandığı Sayı | Yıl 2018 Cilt: 5 Sayı: 3 |
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