Kriz Yönetiminde Sosyal Medyanın Etkisi ve İtibar Yönetimi Üzerine Bir İnceleme: Eyüp Sabir Tuncer Örneği

Öz

Krizler, markaların itibarını ve tüketici güvenini hızla zedeleyebilir; sosyal medya ise bu etkileri güçlendirerek algıyı biçimlendiren kritik bir araç olarak öne çıkmaktadır. Bu çalışma, Eyüp Sabri Tuncer markasının Avrupa Birliği ülkelerinde bazı ürünlerinin geri çağrıldığı iddialarıyla ortaya çıkan itibar krizini X platformundaki tüketici tepkileri ışığında incelemeyi amaçlamakta ve özellikle geri çağırma iddialarının sosyal medya üzerinden tüketici algısını nasıl şekillendirdiği ile Durumsal Kriz İletişimi Kuramı (SCCT) çerçevesinde benimsenen iletişim stratejilerinin müşteri sadakati ve marka itibarını ne ölçüde koruduğunu araştırmaktadır. Veri seti, 1 Ocak–31 Aralık 2024 tarihleri arasında API destekli manuel ve otomatik yöntemlerle X platformundan derlenen 300 kullanıcı yorumundan oluşmakta; ön işleme aşamasında yinelenen, konu dışı ve yalnızca emoji içeren içerikler elenmiştir. Duygu analizi, Python ortamında TextBlob kütüphanesi kullanılarak polarite ve subjectivity metriklerine göre sınıflandırılmış; konu modelleme ise üç başlık ekseninde Latent Dirichlet Allocation (α=0.1; β=0.01) ile gerçekleştirilmiş ve modelin coherency skoru 0.42 olarak doğrulanmıştır. Bulgular, yorumların %51’inin pozitif, %31’inin negatif ve %18’inin nötr olduğunu göstermektedir. Şeffaflık ve hızlı bilgilendirme müşteri sadakatini güçlendirirken; güvenlik endişeleri ve bilgi eksiklikleri olumsuz algıları beslemiştir. Çalışma, SCCT’nin sosyal medya ortamına uygulanabilirliğini derinleştirerek iletişim uzmanlarına kriz anında şeffaflık, hız ve tutarlığa odaklanan stratejiler geliştirmeleri yönünde somut öneriler sunmaktadır.

Anahtar Kelimeler

• Kriz İletişimi
• Sosyal Medya
• Yapay Zekâ.
• Marka
• İtibar
• Müşteri

The Effect of Social Media in Crisis Management and a Study on Reputation Management: The Case of Eyüp Sabir Tuncer

Abstract

Crises can quickly damage the reputation of brands and consumer trust; social media stands out as a critical tool that shapes perception by strengthening these effects. This study aims to examine the reputational crisis of Eyüp Sabri Tuncer brand, which emerged with the allegations that some of its products were recalled in European Union countries, in the light of consumer reactions on the X platform. In particular, it investigates how the recall allegations shape consumer perception through social media and to what extent the communication strategies adopted within the framework of Situational Crisis Communication Theory (SCCT) protect customer loyalty and brand reputation. The data set consists of 300 user comments compiled from the X platform with API-supported manual and automated methods between 1 January-31 December 2024; duplicate, off-topic and emoji-only content was eliminated in the pre-processing stage. Sentiment analysis was classified according to polarity and subjectivity metrics using TextBlob library in Python environment; topic modelling was performed with Latent Dirichlet Allocation (α=0.1; β=0.01) on three topic axes and the coherency score of the model was verified as 0.42. The findings show that 51% of the comments are positive, 31% are negative and 18% are neutral. While transparency and quick information strengthened customer loyalty, security concerns and lack of information fuelled negative perceptions. The study deepens the applicability of SCCT to the social media environment and provides concrete recommendations for communication professionals to develop strategies that focus on transparency, speed and consistency during a crisis.

Keywords

• Crisis Communication
• Social Media
• Artificial İntelligence.
• Brand
• Reputation
• Customer

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