TY  - JOUR
T1  - Sosyal Medya Krizlerinin Tüketicilerin Marka İmajı Algıları Üzerindeki Etkisi: Patiswiss Çikolata Markası Örneği
TT  - The Impact of Social Media Crises on Brand Image: The Case of Patiswiss Chocolate
AU  - Karakoç, Hale Tuğçe
AU  - Alkaç, Dilan
PY  - 2025
DA  - September
Y2  - 2025
DO  - 10.29023/alanyaakademik.1632373
JF  - Alanya Akademik Bakış
PB  - Alanya Alaaddin Keykubat Üniversitesi
WT  - DergiPark
SN  - 2651-4192
SP  - 964
EP  - 981
VL  - 9
IS  - 3
LA  - tr
AB  - Bu çalışma, Patiswiss markasının 2024 yılı Nisan ayında yaşadığı kriz sonrası tüketici algılarının sosyal medya platformu X (Twitter) üzerindeki yorumlar aracılığıyla incelenmesini amaçlamaktadır. Duygu analizi yöntemi kullanılarak yorumlara duygu puanları atanmış ve her yorumun baskın duygusu belirlenmiştir. NRC duygu sözlüğü tercih edilerek sekiz farklı duygu kategorisinde analiz gerçekleştirilmiştir. Sonuçlar, tüketicilerin kriz sonrası algılarında öfke, hayal kırıklığı ve tiksinti gibi olumsuz duyguların baskın olduğunu göstermektedir. Bu analiz, markaların kriz yönetimi stratejilerini daha hedefe yönelik geliştirmelerine yardımcı olmaktadır. Ayrıca, duygu analizi yöntemi, yalnızca olumsuz veya olumlu algıyı değil, duyguların detaylı dağılımını ortaya koyarak daha derinlemesine içgörüler sunmaktadır. Çalışmada bazı sınırlılıklar tespit edilmiştir. NRC duygu sözlüğünün İngilizce temelli olması, Türkçe yorumlarda uyum sorunları yaratmıştır. Yalnızca X platformunun kullanılması ve ironik veya alaycı ifadelerin doğru sınıflandırılamaması metodolojik kısıtlar arasındadır. Gelecekteki çalışmalar için makine öğrenimi teknikleri ve farklı platformlardan veri kullanımı önerilmektedir. Bu araştırma, sosyal medya temelli nicel analizlere katkı sağlayarak marka krizleri üzerine yapılan çalışmalara yeni bir perspektif sunmaktadır.
KW  - Kriz Yönetimi
KW  - Marka İmajı
KW  - Marka İletişimi
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UR  - https://doi.org/10.29023/alanyaakademik.1632373
L1  - https://dergipark.org.tr/en/download/article-file/4575930
ER  -