BRAND CRISIS IN SOCIAL MEDIA: CASE STUDY USING SENTIMENT ANALYSIS

Year 2018, Volume: 5 Issue: 3, 246 - 254, 30.09.2018

Abdullah Onden , Meltem Kiygi-calli Elif Yolbulan-okan

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.

Keywords

Sentiment analysis, text mining, social media, Twitter, crisis management

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