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Twitter Satış Sürecinin Duygu Analizi ile İncelenmesi: Dijital Pazarlama Açısından Bir Değerlendirme

Year 2022, Issue: 41, 442 - 448, 30.11.2022
https://doi.org/10.31590/ejosat.1124740

Abstract

Twitter günümüzde en yaygın kullanılan sosyal medya araçlarından biri olması hasebiyle dijital pazarlama amacıyla bireysel ve kurumsal olarak da etkin bir şekilde kullanılmaktadır. Twitter paylaşımları sadece duyuru ve haberleri içermemekte, artık kişileri ve makro gelişmeleri dahi etkileyebilmektedir. Bu paylaşımları incelen duygu analizi çalışmaları daha çok tüketicilere odaklansa da bu çalışmada Elon Musk’ın Twitter satın alma sürecindeki paylaşımlarının etkileri analiz edilmeye çalışılmıştır. Paylaşımların toplanmasında #ElonMuskTwitter, #ElonMuskBuyTwitter, #TeslaStock, #TwitterSold, #TwitterTakeover olarak en yaygın kullanılan hasg tagler olarak seçilmiştir Tweetler “sentiment viz” platformu kullanılarak toplanmış ve Senti Strenght programı ile analiz edilmiştir. Duygu analizi sonuçlarında özellikle Tesla hisse sahip veya takipçilerinin daha çok kullandığı değerlendirilen #TeslaStock hash taginin daha çok negatif duygulara sahip olduğu görülmüştür.

References

  • Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2021). Mining brand value propositions on Twitter: Exploring the link between marketer-generated content and eWOM outcomes. Social Network Analysis and Mining, 11(1), 1-25.
  • Ante, L. (2021). How Elon Musk’s twitter activity moves cryptocurrency markets. Available at SSRN 3778844.
  • Atlı, Y., & İlhan, N. (2021). Duygu Analizi İçin Yeni Bir Sözlük; NAYALex Duygu Sözlüğü. Avrupa Bilim ve Teknoloji Dergisi, 27, 1050-1060.
  • Bollen, J., Mao, H., & Zeng, X. (2011). Twitter mood predicts the stock market. Journal of computational science, 2(1), 1-8.
  • Chaturvedi, A. (2022, Nisan 27). Twitter abuzz with posts, memes, hashtags after Elon Musk takeover. The Economic Times. https://economictimes.indiatimes.com/tech/tech-bytes/twitter-abuzz-with-posts-memes-hashtags-after-elon-musk-takeover/articleshow/91108575.cms?from=mdr
  • Ciullo, F., Zucco, C., Calabrese, B., Agapito, G., Guzzi, P. H., & Cannataro, M. (2016). Computational challenges for sentiment analysis in life sciences. 2016 International Conference on High Performance Computing & Simulation (HPCS), 419-426. https://doi.org/10.1109/HPCSim.2016.7568365
  • Çelik, E., Deniz, D. A. L., & AYDİN, T. (2021). Duygu Analizi İçin Veri Madenciliği Sınıflandırma Algoritmalarının Karşılaştırılması. Avrupa Bilim ve Teknoloji Dergisi, 27, 880-889.
  • Edman, G., & Weishaupt, M. (2020). Predicting Tesla Stock Return Using Twitter Data.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
  • Ferris, R. (2018, Ağustos 7). Tesla shares surge 10% after Elon Musk shocks market with tweet about going private. CNBC. https://www.cnbc.com/2018/08/07/tesla-says-no-final-decision-has-been-made-to-take-company-private.html
  • Go, A., Huang, L., & Bhayani, R. (2009). Twitter sentiment analysis. Entropy, 17, 252.
  • Göçgün, Ö. F., & Aytuğ, O. (2021). Amazon Ürün Değerlendirmeleri Üzerinde Derin Öğrenme/Makine Öğrenmesi Tabanlı Duygu Analizi Yapılması. Avrupa Bilim ve Teknoloji Dergisi, 24, 445-448.
  • Hammad, M., & Al-awadi, M. (2016). Sentiment analysis for arabic reviews in social networks using machine learning. İçinde Information technology: New generations (ss. 131-139). Springer.
  • Hawkins, A. J. (2022, Nisan 16). Elon Musk buys Twitter: All the news you need on one of the biggest tech deals of all time. The Verge. https://www.theverge.com/23026874/elon-musk-twitter-buyout-news-updates
  • Kim, D. P. K., Lee, J., Lee, J., & Suh, J. (2021). Elon Musk’s twitter and its correlation with Tesla’s stock market. International Journal of Data Science and Analysis, 7(1), 13-19.
  • Kollat, J., & Farache, F. (2017). Achieving consumer trust on Twitter via CSR communication. Journal of consumer marketing.
  • Korosec, K. (2022). Tesla shares fall on Elon Musk ‘stock price too high’ tweet. TechCrunch. https://social.techcrunch.com/2020/05/01/tesla-shares-fall-on-elon-musk-stock-price-too-high-tweet/
  • Koto, F., & Adriani, M. (2015). A comparative study on twitter sentiment analysis: Which features are good? International Conference on Applications of natural language to information systems, 453-457.
  • Krüger, N., Stieglitz, S., & Potthoff, T. (2012). Brand Communication In Twitter-A Case Study On Adidas. PACIS, 161.
  • Makarem, S. C., & Jae, H. (2016). Consumer boycott behavior: An exploratory analysis of twitter feeds. Journal of consumer affairs, 50(1), 193-223.
  • Malhotra, C. K., & Malhotra, A. (2016). How CEOs can leverage twitter. MIT Sloan Management Review, 57(2), 73.
  • Milmo, D., Hern, A., & Anguiano, D. (2022, Mayıs 13). Twitter takeover temporarily on hold, says Elon Musk. The Guardian. https://www.theguardian.com/technology/2022/may/13/twitter-takeover-temporarily-hold-elon-musk
  • Oosterbaan, E. (2021, Aralık 14). The Elon Effect: How Musk’s Tweets Move Crypto Markets. https://www.coindesk.com/layer2/culture-week/2021/12/14/the-elon-effect-how-musks-tweets-move-crypto-markets/
  • Read, W., Robertson, N., McQuilken, L., & Ferdous, A. S. (2019). Consumer engagement on Twitter: Perceptions of the brand matter. European Journal of Marketing.
  • Safak, V. (2022). Elon Musk’s Twitter Takeover: Politician Accounts. arXiv preprint arXiv:2205.08491.
  • Samala, N., & Raganathan, K. M. S. (2020). Applications of AI and ML Techniques on Twitter Data to Understand Consumer Behavior: Critical Insights. Asian Journal of Research in Marketing, 9(3), 1-8.
  • Sinoplu, M., & Ceyhan, E. B. (2022). Sentiment Analysis of Social Media Posts about Tourist Attractions: Black Sea Region Sample. Avrupa Bilim ve Teknoloji Dergisi, 36, 305-315.
  • Sivasangari, V., Mohan, A. K., Suthendran, K., & Sethumadhavan, M. (2018). Isolating rumors using sentiment analysis. Journal of Cyber Security and Mobility, 181-200.
  • Smailović, J., Grčar, M., Lavrač, N., & Žnidaršič, M. (2014). Stream-based active learning for sentiment analysis in the financial domain. Information sciences, 285, 181-203.
  • Sook Kwon, E., Kim, E., Sung, Y., & Yun Yoo, C. (2014). Brand followers: Consumer motivation and attitude towards brand communications on Twitter. International Journal of Advertising, 33(4), 657-680.
  • Strauss, N., & Smith, C. H. (2019). Buying on rumors: How financial news flows affect the share price of Tesla. Corporate Communications: An International Journal.
  • Subin, S. (2022, Nisan 14). Elon Musk offers to buy Twitter for $43 billion, so it can be “transformed as private company”. CNBC. https://www.cnbc.com/2022/04/14/elon-musk-offers-to-buy-twitter-for-54point20-a-share-saying-it-needs-to-be-transformed-as-private-company.html
  • Sul, H. K., Dennis, A. R., & Yuan, L. (2017). Trading on twitter: Using social media sentiment to predict stock returns. Decision Sciences, 48(3), 454-488.
  • Twitter investor sues Elon Musk and platform over takeover bid. (2022, Mayıs 27). BBC News. https://www.bbc.com/news/business-61589229
  • Yang, L., Marmolejo Duarte, C. R., & Martí Ciriquián, P. (2019). Emotion detection in public space: A multilanguage comparison in Barcelona. XIII CTV 2019 Proceedings: XIII International Conference on Virtual Cityand Territory:“Challenges and paradigms of the contemporary city”: UPC, Barcelona, October 2-4, 2019.
  • Zaman, S., Yaqub, U., & Saleem, T. (2022). Analysis of bitcoin’s price spike in context of Elon Musk’s twitter activity. Global Knowledge, Memory and Communication.
  • Zhang, B., & Matousek, M. (2019). Elon Musk and the SEC reach agreement requiring him to have an “experienced securities lawyer” preapprove his tweets about Tesla’s business. Business Insider. https://www.businessinsider.com/elon-musk-sec-reach-settlement-agreement-tesla-ceo-social-media-use-2019-4

Examination of Twitter Takeover Process with Sentiment Analysis: An Evaluation in Terms of Digital Marketing

Year 2022, Issue: 41, 442 - 448, 30.11.2022
https://doi.org/10.31590/ejosat.1124740

Abstract

Since Twitter is one of the most widely used social media platforms today, it is also effectively used individually and organizational for digital marketing purposes. Twitter shares do not only contain announcements and news, but they can also affect people and macro developments. Although sentiment analysis studies examining these shares are mostly focused on consumers, in this study, the effects of Elon Musk's shares on Twitter takeover process have been analyzed. In the collection of shares, #ElonMuskTwitter, #ElonMuskBuyTwitter, #TeslaStock, #TwitterSold, #TwitterTakeover were chosen as the most widely used hasg tags. Tweets were collected using the sentiment viz platform and analyzed with the Senti Strenght program. In the sentiment analysis results, it was seen that the hash tag #TeslaStock has more negative emotions.

References

  • Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2021). Mining brand value propositions on Twitter: Exploring the link between marketer-generated content and eWOM outcomes. Social Network Analysis and Mining, 11(1), 1-25.
  • Ante, L. (2021). How Elon Musk’s twitter activity moves cryptocurrency markets. Available at SSRN 3778844.
  • Atlı, Y., & İlhan, N. (2021). Duygu Analizi İçin Yeni Bir Sözlük; NAYALex Duygu Sözlüğü. Avrupa Bilim ve Teknoloji Dergisi, 27, 1050-1060.
  • Bollen, J., Mao, H., & Zeng, X. (2011). Twitter mood predicts the stock market. Journal of computational science, 2(1), 1-8.
  • Chaturvedi, A. (2022, Nisan 27). Twitter abuzz with posts, memes, hashtags after Elon Musk takeover. The Economic Times. https://economictimes.indiatimes.com/tech/tech-bytes/twitter-abuzz-with-posts-memes-hashtags-after-elon-musk-takeover/articleshow/91108575.cms?from=mdr
  • Ciullo, F., Zucco, C., Calabrese, B., Agapito, G., Guzzi, P. H., & Cannataro, M. (2016). Computational challenges for sentiment analysis in life sciences. 2016 International Conference on High Performance Computing & Simulation (HPCS), 419-426. https://doi.org/10.1109/HPCSim.2016.7568365
  • Çelik, E., Deniz, D. A. L., & AYDİN, T. (2021). Duygu Analizi İçin Veri Madenciliği Sınıflandırma Algoritmalarının Karşılaştırılması. Avrupa Bilim ve Teknoloji Dergisi, 27, 880-889.
  • Edman, G., & Weishaupt, M. (2020). Predicting Tesla Stock Return Using Twitter Data.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
  • Ferris, R. (2018, Ağustos 7). Tesla shares surge 10% after Elon Musk shocks market with tweet about going private. CNBC. https://www.cnbc.com/2018/08/07/tesla-says-no-final-decision-has-been-made-to-take-company-private.html
  • Go, A., Huang, L., & Bhayani, R. (2009). Twitter sentiment analysis. Entropy, 17, 252.
  • Göçgün, Ö. F., & Aytuğ, O. (2021). Amazon Ürün Değerlendirmeleri Üzerinde Derin Öğrenme/Makine Öğrenmesi Tabanlı Duygu Analizi Yapılması. Avrupa Bilim ve Teknoloji Dergisi, 24, 445-448.
  • Hammad, M., & Al-awadi, M. (2016). Sentiment analysis for arabic reviews in social networks using machine learning. İçinde Information technology: New generations (ss. 131-139). Springer.
  • Hawkins, A. J. (2022, Nisan 16). Elon Musk buys Twitter: All the news you need on one of the biggest tech deals of all time. The Verge. https://www.theverge.com/23026874/elon-musk-twitter-buyout-news-updates
  • Kim, D. P. K., Lee, J., Lee, J., & Suh, J. (2021). Elon Musk’s twitter and its correlation with Tesla’s stock market. International Journal of Data Science and Analysis, 7(1), 13-19.
  • Kollat, J., & Farache, F. (2017). Achieving consumer trust on Twitter via CSR communication. Journal of consumer marketing.
  • Korosec, K. (2022). Tesla shares fall on Elon Musk ‘stock price too high’ tweet. TechCrunch. https://social.techcrunch.com/2020/05/01/tesla-shares-fall-on-elon-musk-stock-price-too-high-tweet/
  • Koto, F., & Adriani, M. (2015). A comparative study on twitter sentiment analysis: Which features are good? International Conference on Applications of natural language to information systems, 453-457.
  • Krüger, N., Stieglitz, S., & Potthoff, T. (2012). Brand Communication In Twitter-A Case Study On Adidas. PACIS, 161.
  • Makarem, S. C., & Jae, H. (2016). Consumer boycott behavior: An exploratory analysis of twitter feeds. Journal of consumer affairs, 50(1), 193-223.
  • Malhotra, C. K., & Malhotra, A. (2016). How CEOs can leverage twitter. MIT Sloan Management Review, 57(2), 73.
  • Milmo, D., Hern, A., & Anguiano, D. (2022, Mayıs 13). Twitter takeover temporarily on hold, says Elon Musk. The Guardian. https://www.theguardian.com/technology/2022/may/13/twitter-takeover-temporarily-hold-elon-musk
  • Oosterbaan, E. (2021, Aralık 14). The Elon Effect: How Musk’s Tweets Move Crypto Markets. https://www.coindesk.com/layer2/culture-week/2021/12/14/the-elon-effect-how-musks-tweets-move-crypto-markets/
  • Read, W., Robertson, N., McQuilken, L., & Ferdous, A. S. (2019). Consumer engagement on Twitter: Perceptions of the brand matter. European Journal of Marketing.
  • Safak, V. (2022). Elon Musk’s Twitter Takeover: Politician Accounts. arXiv preprint arXiv:2205.08491.
  • Samala, N., & Raganathan, K. M. S. (2020). Applications of AI and ML Techniques on Twitter Data to Understand Consumer Behavior: Critical Insights. Asian Journal of Research in Marketing, 9(3), 1-8.
  • Sinoplu, M., & Ceyhan, E. B. (2022). Sentiment Analysis of Social Media Posts about Tourist Attractions: Black Sea Region Sample. Avrupa Bilim ve Teknoloji Dergisi, 36, 305-315.
  • Sivasangari, V., Mohan, A. K., Suthendran, K., & Sethumadhavan, M. (2018). Isolating rumors using sentiment analysis. Journal of Cyber Security and Mobility, 181-200.
  • Smailović, J., Grčar, M., Lavrač, N., & Žnidaršič, M. (2014). Stream-based active learning for sentiment analysis in the financial domain. Information sciences, 285, 181-203.
  • Sook Kwon, E., Kim, E., Sung, Y., & Yun Yoo, C. (2014). Brand followers: Consumer motivation and attitude towards brand communications on Twitter. International Journal of Advertising, 33(4), 657-680.
  • Strauss, N., & Smith, C. H. (2019). Buying on rumors: How financial news flows affect the share price of Tesla. Corporate Communications: An International Journal.
  • Subin, S. (2022, Nisan 14). Elon Musk offers to buy Twitter for $43 billion, so it can be “transformed as private company”. CNBC. https://www.cnbc.com/2022/04/14/elon-musk-offers-to-buy-twitter-for-54point20-a-share-saying-it-needs-to-be-transformed-as-private-company.html
  • Sul, H. K., Dennis, A. R., & Yuan, L. (2017). Trading on twitter: Using social media sentiment to predict stock returns. Decision Sciences, 48(3), 454-488.
  • Twitter investor sues Elon Musk and platform over takeover bid. (2022, Mayıs 27). BBC News. https://www.bbc.com/news/business-61589229
  • Yang, L., Marmolejo Duarte, C. R., & Martí Ciriquián, P. (2019). Emotion detection in public space: A multilanguage comparison in Barcelona. XIII CTV 2019 Proceedings: XIII International Conference on Virtual Cityand Territory:“Challenges and paradigms of the contemporary city”: UPC, Barcelona, October 2-4, 2019.
  • Zaman, S., Yaqub, U., & Saleem, T. (2022). Analysis of bitcoin’s price spike in context of Elon Musk’s twitter activity. Global Knowledge, Memory and Communication.
  • Zhang, B., & Matousek, M. (2019). Elon Musk and the SEC reach agreement requiring him to have an “experienced securities lawyer” preapprove his tweets about Tesla’s business. Business Insider. https://www.businessinsider.com/elon-musk-sec-reach-settlement-agreement-tesla-ceo-social-media-use-2019-4
There are 37 citations in total.

Details

Primary Language Turkish
Subjects Engineering
Journal Section Articles
Authors

Volkan Polat 0000-0001-6606-2528

Early Pub Date October 2, 2022
Publication Date November 30, 2022
Published in Issue Year 2022 Issue: 41

Cite

APA Polat, V. (2022). Twitter Satış Sürecinin Duygu Analizi ile İncelenmesi: Dijital Pazarlama Açısından Bir Değerlendirme. Avrupa Bilim Ve Teknoloji Dergisi(41), 442-448. https://doi.org/10.31590/ejosat.1124740