SOCIAL MEDIA ANALYTICS FOR BRAND IMAGE TRACKING: A CASE STUDY APPLICATION FOR TURKISH AIRLINES

Yıl 2020, Cilt: 6 Sayı: 1, 26 - 41, 15.06.2020

İbrahim Sabuncu , Mahir Atmis

Öz

Along with technological developments, concepts such as big data, big data analytics, social media, and social media analytics have been included in the agenda of marketing and other management sciences. It is known that among the biggest obstacles encountered in applying new methods, which are generally called business analytics, is the lack of knowledge and experience. In this study, an exemplary application that could be useful to academics and business managers who want to work in social media analytics applications, a subdivision of business analytics, has been implemented. Within the scope of the study, 6667 Twitter messages shared between 23.03.2018 - 02.04.2018 in English about Turkish Airlines (THY) are fetched and recorded into a database using open source R programming language. Messages were classified as positive and negative by applying sentiment analysis implementation of syuzhet R package on these messages. Daily positive and negative message counts are computed and the changes in counts are interpreted. A total of 50 randomly selected samples’ Twitter account names, negative/positive message counts, locations, latitude and longitude information, and profile photos are downloaded from the Twitter server. The samples are then viewed on the map via the Google Maps API. It is examined how these applications made within the scope of Data Visualization can be used in administrative processes.

Anahtar Kelimeler

Data Analytics, Social Media Analytics, Image Management, Twitter, Sentiment Analysis

MARKA İMAJ TAKİBİ İÇİN SOSYAL MEDYA ANALİTİĞİ: TÜRK HAVA YOLLARI İÇİN BİR VAKA ÇALIŞMASI

Öz

Teknolojik gelişmeler ile birlikte büyük veri, büyük veri analitiği, sosyal medya, sosyal medya analitiği gibi kavramlar pazarlama ve diğer yönetim bilimlerinin gündemine dahil olmuştur. Genelde iş analitiği olarak adlandırılan yeni yöntemlerin uygulanması sırasında karşılaşılan en büyük engeller arasında, bilgi ve tecrübe eksikliğinin olduğu bilinmektedir. Bu çalışmada, iş analitiğinin bir alt dalı olan sosyal medya analitiği uygulamalarında çalışmak isteyen akademisyenlere ve işletme yöneticilerine yararı olabilecek örnek bir uygulama gerçekleştirilmiştir. Çalışma kapsamında, ücretsiz (açık kaynak kodlu) R programlama dili ile hazırlanan yazılımla, Türk Hava Yolları (THY) hakkında Twitter’da İngilizce olarak 23.03.2018 – 02.04.2018 tarihleri arasında paylaşılmış 6667 mesaj dakikalar içerisinde tespit edilip veri tabanına kaydedilmiştir. Bu mesajlara duygu (sentiment) analizi algoritması, syuzhet R paketi uygulanarak, mesajlar pozitif ve negatif olarak sınıflandırılmıştır. Mesajların günlere göre pozitif ve negatif sayıları tespit edilip, değişimler yorumlanmıştır. Bu mesajları paylaşan kişilerden, rastlantısal seçilen toplam 50 örneklemin, Twitter hesap adları, negatif/pozitif mesaj sayıları, konumları, enlem ve boylam bilgileri, profil fotoğrafları Twitter sunucusundan indirilip, Google Haritalar API uygulaması kullanılarak, harita üzerinde bu kişilerin görülmesi sağlanmıştır. Verilerin görselleştirilmesi (Data Visualization) kapsamında yapılan bu uygulamaların, yönetimsel süreçlerde nasıl kullanılabileceği incelenmiştir.

Anahtar Kelimeler

Veri Analitiği, Sosyal Medya Analitiği, İmaj Yönetimi, Twitter, Duygu Analizi

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