THEMATIC ANALYSIS OF CHATBOTS ON SOCIAL MEDIA

Year 2024, Volume: 17 Issue: 4, 766 - 779, 10.10.2024

Zeynep Aytaç

https://doi.org/10.25287/ohuiibf.1419988

Abstract

Chatbots and virtual assistants that provide voice and texts have been widely used by users and customers with the latest developments in the field of artificial intelligence. In this study, it was aimed to collect tweets matching the keyword 'chatbot' and to reveal thematic distribution in the determined areas. Four important features of chatbots (chat/conversation, accessibility, integration and emotion) were taken into account. In the study, it is aimed to reveal the thematic disribution of chatbots with a total of 153093 posts via Twitter API in English using word association analysis, word frequency analysis and thematic analysis techniques. In tweets containing the keyword 'chatbot', 'customer' with a rate of 8,9% and 'google' with a rate of 7,3% are at the top of the statistically significant associated words. Some of the other associated words were 'communication', 'link', 'engineer', 'service' and 'direct message'. In the conversation domain, the most frequently occurring word among the statistically significant associated words was 'automate' with 15,3%. In the field of accessibility, 46,7% used 'general' and 32,9% used 'virtual'. In the integration domain, the words 'component use' (22,4%) and 'human' (27,3%) in the emotion domain are statistically significantly associated words. When the emerging themes and sub-themes are examined, it is revealed that not only the technical features of chatbots but also their social and emotional aspects come to the fore.

Keywords

Chatbot, Social Media, Thematic Analysis

SOHBET ROBOTLARININ SOSYAL MEDYA ÜZERİNDEN TEMATİK ANALİZİ

Abstract

Yapay zekâ alanındaki son gelişmelerle, sesli ve yazılı olarak cevap verebilme imkânı sağlayan sanal asistanlar ve sohbet robotları kullanıcılar ve müşteriler tarafından yaygın bir şekilde kullanılmaya başlanmıştır. Bu araştırmada, ‘sohbet robotu’ (chatbot) anahtar kelimesi ile eşleşen tweetler toplanarak, belirlenen alanlarda tematik dağılım ortaya konulması amaçlanmıştır. Sohbet robotlarının, dört önemli özelliği (sohbet/konuşma, erişilebilirlik, entegrasyon ve duygu) dikkate alınmıştır. Çalışmada İngilizce dilinde Twitter API ile toplamda 153093 olan gönderi üzerinden kelime ilişkilendirme analizi, kelime frekans analizi ve tematik analiz teknikleri kullanılarak tematik dağılım ortaya konulması amaçlanmıştır. ‘Sohbet Robotu’ ifadesi içeren gönderilerde istatistiksel olarak anlamlı ilişkilendirilmiş kelimeler %8,9’unda ‘müşteri’ ve %7,3’ünde ‘google’ olmuştur. Ayrıca, ‘iletişim’, ‘link’, ‘mühendis’, ‘hizmet’ ve ‘doğrudan mesaj’ kelimeleri de diğer ilişkilendirilmiş kelimelerden bazılarıdır. İstatistiksel olarak anlamlı ilişkilendirilmiş sohbet/konuşma alanında en çok yer alan kelime, % 15,3 ile ‘otomatikleştirme’ sözcüğü olmuştur. Erişilebilirlik alanında, %46,7’sinde ‘genel’, %32,9’unda ‘sanal’ ifadesi yer almaktadır. Entegrasyon alanında, ‘bileşen kullanımı’ (%22,4) ve duygu alanında ‘insan’ (%27,3) sözcükleri istatistiksel olarak ilişkilendirilmiştir. Sonuç olarak, temalar ve alt temalar dikkate alındığında, sohbet robotlarının sadece teknik özellikleri değil sosyal ve duygusal yönlerinin de öne çıktığı ortaya çıkmaktadır.

Keywords

Sohbet Robotu, Sosyal Medya, Tematik Analiz

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