Corporate Reputation through Fans' Digital Feedback: A Study on Antalyaspor

Yıl 2025, Cilt: 25 Sayı: 1, 294 - 305, 25.03.2025

Fatma Yiğit Açıkgöz

https://doi.org/10.11616/asbi.1585791

Öz

In this study, the corporate reputation of Antalyaspor is analysed by using artificial intelligence techniques through the comments made by fans on the social media platform Twitter. The aim of the study is to reveal how the reputation of football clubs is shaped by fan feedback. The data set consists of 500 tweets about Antalyaspor in June, July, and August 2024. These tweets were subjected to sentiment analysis using the TextBlob library in the Python programming language. Emotions were categorised as positive, negative, and neutral, and the most frequently used words were determined by the text mining method. The findings reflect the fans' general trust in the club management and positive perception of sporting achievements. However, there are also criticisms of certain management decisions and dissatisfaction with transfer policies. The study shows that social media feedback can be an important tool in the reputation management of football clubs.

Anahtar Kelimeler

Corporate Reputation, Social Media, Antalyaspor, Sentiment Analysis, Text Mining

Taraftarların Dijital Geri Bildirimleriyle Kurumsal İtibar: Antalyaspor Üzerine Bir İnceleme

Öz

Bu çalışmada, Antalyaspor’un kurumsal itibarı, sosyal medya platformu Twitter’da taraftarlar tarafından yapılan yorumlar üzerinden yapay zekâ teknikleri kullanılarak incelenmiştir. Çalışmanın amacı, futbol kulüplerinin itibarının taraftar geri bildirimleri ile nasıl şekillendiğini ortaya koymaktır. Veri seti, 2024 yılı Haziran, Temmuz ve Ağustos aylarında Antalyaspor’a yönelik 500 tweetten oluşmaktadır. Bu tweetler, Python programlama dilinde TextBlob kütüphanesi kullanılarak duygu analizine tabi tutulmuştur. Duygular pozitif, negatif ve nötr olarak sınıflandırılmış, ayrıca metin madenciliği yöntemi ile en sık kullanılan kelimeler tespit edilmiştir. Elde edilen bulgular, taraftarların genel olarak kulüp yönetimine duyduğu güveni ve spor başarılarına yönelik olumlu algıyı yansıtmaktadır. Ancak, belirli yönetim kararlarına dair eleştiriler ve transfer politikalarına yönelik memnuniyetsizlikler de bulunmaktadır. Çalışma, sosyal medya geri bildirimlerinin futbol kulüplerinin itibar yönetiminde önemli bir araç olabileceğini göstermektedir.

Anahtar Kelimeler

Kurumsal İtibar, Sosyal Medya, Antalyaspor, Duygu Analizi, Metin Madenciliği

Kaynakça

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