The Effects of Innovative Product Features on Consumers’ Attitudes: A Study on Social Media Posts

Öz

The perceived risk of highly innovative products is very high for the consumers. In particular, the level of purchasing risk in high-tech products may exceed the risk level of the choosing the product. Therefore, brands which sell high technology products need to apply strategies to reduce risk perception of consumers. In this study, the consumers’ attitudes toward high technology products which have radical and incremental innovative product features are investigated. In order to examine consumer attitudes toward incremental and radical product features, the social media users’ posts, which are posted during the during the product launch period, are retrieved from Twitter, and dataset is generated for three months period. In this study, the attitudes of consumers are analyzed by conducting sentiment analysis on the social media data. According to the results of this research, it is seen that the social media users compare the products of these brands with the products of the competitors regarding the radical or incremental innovative features. When the posts of two different brand followers are compared, it is found that the incremental innovation supporters present different attitudes towards two different brands and these attitudes are generally positive.

Anahtar Kelimeler

• Incremental Innovation,Radical Innovation,Consumers’ Attitudes,Sentiment Analysis,Social Media

İnovatif Ürün Özelliklerinin Tüketicilerin Tutumları Üzerindeki Etkileri: Sosyal Medya Paylaşımları Üzerine Bir Çalışma

Öz

Yüksek inovasyon içeren ürünlerde tüketicilerin algıladıkları risk yüksektir. Özellikle yüksek teknoloji ürünlerinde satın alma risk seviyesi bireyin ürünü tercih etme risk seviyesini aşabilir. Bu nedenle yüksek teknoloji ürünleri satan markaların tüketicilerin risk algısını azaltma stratejileri uygulaması gerekmektedir. Bu çalışmada yüksek teknoloji ürünlerine sahip olan markaların belirli ürünleri için gerçekleştirdikleri radikal ve artımsal inovatif ürün özelliklerine karşı tüketicilerin tutumları incelenmiştir. Tüketici tutumlarının incelenmesi için sosyal medya kullanıcılarının markaların lansman döneminde üç ay boyunca artımsal ve radikal ürün özellikleri ile ilgili Twitter üzerinden yaptıkları paylaşımlar çekilerek veri seti oluşturulmuştur. Bu araştırmada, sosyal medya verileri üzerinde duygu analizi yapılarak tüketicilerin tutumları elde edilmiştir. Araştırma sonuçlarına göre kullanıcıların markaların radikal veya artımsal inovatif özellik içeren ürünleri hakkında yaptıkları paylaşımlarda, rakip firmaların ürünleri ile bu markaların ürünlerini kıyasladıkları görülmektedir. İki farklı marka takipçilerinin paylaşımları karşılaştırıldığında artımsal inovasyon destekleyicilerinin iki farklı markaya karşı farklı tutumlar sergiledikleri ve bu tutumların genel olarak pozitif olduğu bulgusuna ulaşılmıştır.

Anahtar Kelimeler

• Artımsal İnovasyon,Radikal İnovasyon,Tüketici Tutumları,Duygu Analizi,Sosyal Medya

Kaynakça

1. Ambler, T., & Styles, C. (1997). Brand development versus new product development: toward a process model of extension decisions. Journal of Product & Brand Management, 6(4), 222-234.
2. Armstrong, A., & Hagel, J. (2000). The real value of online communities. In Knowledge and communities (pp. 85-95).
3. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
4. Bruns, T., & Stalker, G. M. (1961). The management of innovation. Tavistock, London.
5. Clark, K. B. (1987). Managing technology in international competition: The case of product development in response to foreign entry. Division of Research, Harvard Business School.
6. Çoban, Ö., Özyer, B., & Özyer, G. T. (2015). Sentiment analysis for Turkish Twitter feeds. In Signal Processing and Communications Applications Conference (SIU), 2015 23th (pp. 2388-2391). IEEE.
7. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
8. Dewar, R. D., & Dutton, J. E. (1986). The adoption of radical and incremental innovations: An empirical analysis. Management Science, 32(11), 1422-1433.

9. Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119-134.
10. Fang, E. (2008). Customer participation and the trade-off between new product innovativeness and speed to market. Journal of Marketing, 72(4), 90-104.
11. Freeman, C., & Perez, C. (1988). Structural crises of adjustment: business cycles. Technical change and economic theory. Londres: Pinter.
12. Gill, T., & Lei, J. (2009). Convergence in the high-technology consumer markets: Not all brands gain equally from adding new functionalities to products. Marketing Letters, 20(1), 91.
13. GitHub. (2018). Jefferson-Henrique/GetOldTweets-python. https://github.com/Jefferson- Henrique/GetOldTweets-python (Erişim tarihi, 1 Aralık 2018)
14. Google CNL. (2018). Cloud Natural Language Web Site. https://cloud.google.com/natural-language (Erişim Tarihi, 14 Ekim 2018)
15. Gorry, G. A., & Westbrook, R. A. (2011). Can you hear me now? Learning from customer stories. Business Horizons, 54(6), 575-584.
16. Gourville, J. T. (2006). Eager sellers & stony buyers. Harvard Business Review, 84(6), 98-106.
17. Govindarajan, V., & Kopalle, P. K. (2006). Disruptiveness of innovations: measurement and an assessment of reliability and validity. Strategic Management Journal, 27(2), 189-199.
18. Helmig, B., Huber, J. A., & Leeflang, P. (2007). Explaining behavioural intentions toward co-branded products. Journal of Marketing Management, 23(3-4), 285-304.
19. Henderson, R. M., & Clark, K. B. (1990). Architectural innovation: The reconfiguration of existing product technologies and the failure of established firms. Administrative Science Quarterly, 9-30.
20. Hoeffler, S. (2003). Measuring preferences for really new products. Journal of Marketing Research, 40(4), 406-420.
21. Ibrahim, N. F., Wang, X., & Bourne, H. (2017). Exploring the effect of user engagement in online brand communities: Evidence from Twitter. Computers in Human Behavior, 72, 321-338.
22. Karafakıoğlu, M. (2012). Pazarlama İlkeleri. Türkmen Kitabevi, İstanbul.
23. Klink, R. R., & Athaide, G. A. (2010). Consumer innovativeness and the use of new versus extended brand names for new products. Journal of Product Innovation Management, 27(1), 23-32.
24. Kotler, P., & Armstrong, G. (2012). Principles of Marketing. Pearson education.
25. Mayda, İ., ve Aytekin, Ç. (2013). Sosyal Medyada Rekabet Analizi İçin Karşılaştırma Görevine Yönelik Fikir Madenciliği Modeli. Journal Academic Marketing Mysticism Online, 7(27), 414-425.
26. Moriarty, R. T., & Kosnik, T. J. (1989). High-tech marketing: concepts, continuity, and change. MIT Sloan Management Review, 30(4), 7.
27. Ogiba, E. F. (1988). The dangers of leveraging. Adweek (January 4), 42.
28. Onden, A., & Kiygi-Calli, M. The effects of brands' posts on social media: Conceptual framework and application method. Research Journal of Business and Management, 5(3), 238-250.
29. Onden, A , Kiygi-Calli, M , Yolbulan-Okan, E . (2018). Brand crisis in social media: Case study using sentiment analysis. Journal of Management Marketing and Logistics, 5 (3), 246-254.
30. Rogers, E. M. (1962). 1995. Diffusion of Innovations. New York. Rogers, E. M. (2010). Diffusion of innovations. Simon and Schuster. Turan, A. H. (2008). İnternet alışverişi tüketici davranışını belirleyen etmenler: geliştirilmiş Teknoloji Kabul Modeli (E-TAM) ile bir model önerisi. Akademik Bilişim, 8.
31. Truong, Y., Klink, R. R., Simmons, G., Grinstein, A., & Palmer, M. (2017). Branding strategies for high- technology products: The effects of consumer and product innovativeness. Journal of Business Research, 70, 85-91.
32. Twitter Developer. (2018). Search Tweets. https://developer.twitter.com/en/docs/tweets/search/overview (Erişim Tarihi, 1 Aralık 2018)
33. Zheng, X., Cheung, C. M., Lee, M. K., & Liang, L. (2015). Building brand loyalty through user engagement in online brand communities in social networking sites. Information Technology & People, 28(1), 90-106.