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Sentiment Analysis and Net Brand Reputation Comparison for Electric Cars in Turkey via Youtube Comments

Yıl 2025, Cilt: 9 Sayı: 3, 715 - 733, 29.09.2025

Engincan Yıldız , Hande Ayhan Gökcek , Ahmet Esad Yurtsever

https://doi.org/10.29023/alanyaakademik.1576206

Öz

There are many electric vehicle users in today's Turkey. These vehicle users can share their positive or negative experiences through social media platforms. Social media analyses have an important place in measuring the reactions towards electric vehicles and understanding the perspective of the society. Within the scope of the research, based on the electric car sales ranking data in Turkey in 2023, the posts made for a total of 10 electric car brands were analysed. In the study, in order to understand consumer perception towards electric cars, sentiment analysis of YouTube comments of 10 brands was taken into consideration and net brand reputation scores were revealed. The names of the relevant electric car brands were searched as keywords on YouTube and the comments under the videos were obtained by data mining method. The comments on the brands were categorised into two classes as positive and negative. When the NBR score results calculated according to these comments are evaluated, it is determined that TOGG is the brand with the highest net brand reputation.

Anahtar Kelimeler

Net Brand Reputation Brand Reputation Consumer Behavior Sentiment Analysis

Kaynakça

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  • Aguwa, C., Olya, M. H., & Monplaisir, L. (2017). Modeling of fuzzy-based voice of customer for business decision analytics. Knowledge-Based Systems, 125, 136-145. https://doi.org/10.1016/j.knosys.2017.03.019.
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Sentiment Analysis and Net Brand Reputation Comparison for Electric Cars in Turkey via Youtube Comments

Yıl 2025, Cilt: 9 Sayı: 3, 715 - 733, 29.09.2025

Engincan Yıldız , Hande Ayhan Gökcek , Ahmet Esad Yurtsever

https://doi.org/10.29023/alanyaakademik.1576206

Öz

Günümüz Türkiyesinde birçok elektrikli araç kullanıcısı vardır. Bu araç kullanıcıları yaşadıkları olumlu veya olumsuz deneyimleri sosyal medya platfromları aracılığıyla paylaşabilmektedir. Elektrikli araçlara yönelik tepkilerin ölçülmesi ve toplumun bakış açısının anlaşılabilmesi için sosyal medya analizleri önemli bir yer tutmaktadır. Araştırma kapsamında, 2023 yılında Türkiye'deki elektrikli otomobil satış sıralaması verilerine dayanarak toplamda 10 elektrikli araba markasına yönelik yapılan paylaşımlar analiz edilmiştir. Çalışmada, elektrikli otomobillere yönelik tüketici algısını anlamak için 10 markanın YouTube yorumlarının duygu analizi dikkate alınmış ve net marka itibarı puanları ortaya konulmuştur. İlgili elektrikli araba markalarının isimleri anahtar kelime olarak Yotube üzerinden aratılmış ve videoların altındaki yorumlar veri madenciliği yöntemi ile elde edilmiştir. Markalara yönelik yapılan yorumlar olumlu ve olumsuz olmak üzere iki sınıfa ayrılmıştır. Bu yorumlara göre hesaplanan NBR puanı sonuçları değerlendirildiğinde, TOGG'un en yüksek net marka itibarına sahip marka olduğu belirlenmiştir.

Anahtar Kelimeler

Net Marka İtibarı Marka İtibarı Tüketici Davranışı Duygu Analizi

Kaynakça

  • Ablak, E., & Sağlam, M. (2022). Reklamda ünlü kullanımının tüketici davranışsal niyetlerine etkisinde marka aşkı ve marka itibarının seri aracılık etkisi. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 13(3), 1143-1160.
  • Açikgöz, F. Y., Kayakuş, M., Zăbavă, B. Ș., & Kabas, O. (2024). Brand reputation and trust: The impact on customer satisfaction and loyalty for the hewlett-packard brand. Sustainability, 16(22), 9681. https://doi.org/10.3390/su16229681.
  • Aguwa, C., Olya, M. H., & Monplaisir, L. (2017). Modeling of fuzzy-based voice of customer for business decision analytics. Knowledge-Based Systems, 125, 136-145. https://doi.org/10.1016/j.knosys.2017.03.019.
  • Akpınar, H. (2014). Data Veri Madenciliği Veri Analizi (1. Baskı). Papatya Yayıncılık.
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  • Allahviranloo, T., Hosseinzadeh Lotfi, F., Moghaddas, Z., Vaez-Ghasemi, M. (eds) Decision Making in Healthcare Systems. Studies in Systems, Decision and Control, 513. Springer, Cham. https://doi.org/10.1007/978-3-031-46735-6_17.
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  • Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354. https://doi.org/10.1509/jmkr.43.3.345.
  • Çalı, S., & Balaman, Ş. Y. (2019). Improved decisions for marketing, supply and purchasing: Mining big data through an integration of sentiment analysis and intuitionistic fuzzy multi criteria assessment. Computers & Industrial Engineering, 129, 315-332. https://doi.org/10.1016/j.cie.2019.01.051.
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  • Koru, G. K., & Uluyol, Ç. (2024). Detection of turkish fake news from tweets with BERT models. IEEE Access.
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  • Pandian, A. P. (2021). Performance evaluation and comparison using deep learning techniques in sentiment analysis. Journal of Soft Computing Paradigm (JSCP), 3(2), 123-134. https://doi.org/10.36548/jscp.2021.2.006.
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Toplam 77 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Dijital Pazarlama
Bölüm Makaleler
Yazarlar

Engincan Yıldız 0000-0003-2549-3473

Hande Ayhan Gökcek 0000-0001-6349-3023

Ahmet Esad Yurtsever 0000-0001-9845-3785

Yayımlanma Tarihi 29 Eylül 2025
Gönderilme Tarihi 30 Ekim 2024
Kabul Tarihi 8 Ağustos 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 9 Sayı: 3

Kaynak Göster

APA Yıldız, E., Ayhan Gökcek, H., & Yurtsever, A. E. (2025). Sentiment Analysis and Net Brand Reputation Comparison for Electric Cars in Turkey via Youtube Comments. Alanya Akademik Bakış, 9(3), 715-733. https://doi.org/10.29023/alanyaakademik.1576206