Sosyal Medya Krizlerinin Tüketicilerin Marka İmajı Algıları Üzerindeki Etkisi: Patiswiss Çikolata Markası Örneği

Year 2025, Volume: 9 Issue: 3, 964 - 981, 29.09.2025

Hale Tuğçe Karakoç , Dilan Alkaç

https://doi.org/10.29023/alanyaakademik.1632373

Abstract

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.

Keywords

Kriz Yönetimi , Marka İmajı , Marka İletişimi

The Impact of Social Media Crises on Brand Image: The Case of Patiswiss Chocolate

Abstract

This study examines the impact of social media on brand crises and perception shifts by analyzing consumer comments. The research focuses on the crisis faced by the Patiswiss brand in April 2024, utilizing sentiment analysis to assess consumer perceptions. Comments from the social media platform X (Twitter) were analyzed, with each statement assigned a sentiment score to determine the overall emotional tone. The study employs the NRC sentiment lexicon, which categorizes emotions into eight distinct types, allowing for a more detailed analysis beyond simple positive or negative polarity. This approach helps identify whether negative perceptions stem from emotions such as anger, disappointment, or disgust, providing valuable insights for crisis communication strategies. The study highlights the challenges of analyzing Turkish-language comments due to linguistic and cultural differences in sentiment lexicons. Additionally, thematic similarities between comments were examined to understand broader consumer sentiment trends. The findings contribute to the literature by offering a quantitative alternative to qualitative crisis analyses. Despite limitations such as language constraints, reliance on a single platform, and difficulties in detecting sarcasm, this research provides actionable insights for brands in managing crises and shaping their communication strategies. Future studies should explore cross-platform comparisons, integrate machine learning techniques, and assess long-term brand perception shifts.

Keywords

Crisis Management , Brand Image , Brand Communication

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