Marka Kavram Haritalarında Metin Madenciliği Yöntemlerinin Kullanımına Yönelik Kavramsal Bir Çalışma

Yıl 2020, Cilt: 11 Sayı: 21, 182 - 206, 31.05.2020

Cihangir Kasapoğlu , Ramazan Aksoy , Melih Başkol

Öz

Marka kavram haritaları marka çağrışımlarının gücünü, benzersizliğini ve tercih edilebilirliği ölçen ve bunları görselleştiren etkili bir yöntemdir. Marka imajı araştırmalarında çevrimiçi kullanıcı türevli içeriklere olan ilgi gittikçe artmaktadır. Çünkü elektronik ağızdan ağıza iletişimin marka imajının oluşumunu etkilemede önemli bir rolü bulunmaktadır. Dolayısıyla sosyal medya, tüketicilerin markalar hakkındaki duygu ve düşüncelerini içeren değerli bir veri kaynağıdır. Kullanıcı türevli içeriklerden elde edilen verilerin yapılandırılmamış veriler olması verilerin analizini bir hayli zorlaştırmaktadır. Son yıllarda metin madenciliği yöntemleri marka kavram haritalarının oluşturulmasında tercih edilen bir teknik olmaya başlamıştır. Özelikle bir metin madenciliği tekniği olan duygu analizi çalışmalarındaki ilerlemeler marka çağrışımlarının olumlu ya da olumsuzluk düzeyini ölçen ileri düzey marka kavram haritalarının oluşturulmasının da önünü açmıştır. Bu çalışmada marka kavram haritalarının oluşturulmasında metin madenciliği yöntemlerinin kullanımına yönelik yaklaşımların incelenmesi amaçlanmıştır. Bu çalışmada marka çağrışımlarının kullanıcı türevli içeriklerden ortaya çıkarılmasının ve marka kavram haritalarının metin madenciliği yöntemiyle oluşturulmasının araştırmacılara hız ve esneklik sağladığı, marka stratejistlerine içgörü sağlamada etkili bir yöntem olduğu görülmüştür.

Anahtar Kelimeler

Marka İmajı, Kullanıcı Türevli İçerikler, çağrışımsal ağ analizi, , duygu analizi, sosyal medya

Kaynakça

• Aaker D. (1991). Managing Brand Equity. New York: The Free Press.
• Amerikan Pazarlama Derneği, https://www.ama.org/topics/branding/, Erişim Tarihi: 10.02.2020
• Aggarwal C.C. ve Zhai C. (2012), An Introduction to Text Mining, Editörler: Aggarwal C., Zhai C, Mining Text Data, (ss. 1-10), Boston, MA: Springer.
• Andéhn, M., Kazeminia, A., Lucarelli, A., ve Sevin, E. (2014). User-Generated Place Brand Equity On Twitter: The Dynamics of Brand Associations in Social Media. Place Branding and Public Diplomacy, 10(2), 132–144.
• Barnard, N., ve Andrew S. C. Ehrenberg. (1990). Robust Measures of Consumer Brand Beliefs, Journal of Marketing Research, 27(4), 477-484.
• Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., ve Schweidel, D. A. (2020). Uniting the Tribes: Using Text for Marketing Insight. Journal of Marketing, 84(1), 1-25.
• Berry, M. J. ve Linoff, G. S. (2004). Data Mining Techniques: For Marketing, Sales, And Customer Relationship Management. 3. Baskı. Indianapolis: Wiley Publishing.
• Böger, D., Kottemann, P., Meißner, M., ve Decker, R. (2017). A Mechanism For Aggregating Association Network Data: An Application To Brand Concept Maps. Journal of Business Research, 79(1), 90–106.
• Brandt, C., de Mortanges, C. P., Bluemelhuber, C., ve van Riel, A. C. R. (2011). Associative Networks: A New Approach To Market Segmentation. International Journal of Market Research. 53(2),187-207.
• Burns, A. C., ve Bush, R. F. (2015). Pazarlama Araştırması. Çev., Burak Nakıboğlu. İstanbul: Nobel Akademik Yayıncılık.
• Caldwell, N., ve Coshall, J. (2002). Measuring Brand Associations for Museums and Galleries Using Repertory Grid Analysis. Management Decision, 40(4), 383-392.
• Camiciottoli, B. C., Ranfagni, S., ve Guercini, S. (2014). Exploring Brand Associations: An Innovative Methodological Approach. European Journal of Marketing, 48(5/6), 1092-1112.
• Chakraborty, G., Pagolu, M., ve Garla, S. (2014). Text Mining and Analysis: Practical Methods, Examples, and Case Studies Using SAS. SAS Institute Incs: North Carolina.
• Christodoulides, G., ve de Chernatony, L. (2010). Consumer-Based Brand Equity Conceptualisation and Measurement: A Literature Review. International Journal of Market Research, 52(1), 43–66.
• Coulter, R. A., Zaltman, G., ve Coulter, K. S. (2001). Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique. Journal of Advertising, 30(4), 1-21.
• Cretu, A. E., ve Brodie, R. J. (2007). The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective. Industrial Marketing Management, 36(2), 230–240.
• Dichter, E. (1985). What’s In An Image. Journal of Consumer Marketing, 2(1), 75–81.
• Dobni, D., ve Zinkhan, G. M. (1990). In Search of Brand Image. Advances in Consumer Research, 17(1), 110-119.
• Driesener, C., ve Romaniuk, J. (2006). Comparing Methods of Brand Image Measurement. International Journal of Market Research, 48(6), 681-698.
• East, R., Hammond, K., ve Lomax, W. (2008). Measuring the Impact of Positive and Negative Word of Mouth on Brand Purchase Probability. International Journal of Research in Marketing, 25(3), 215-224.
• Ekhlassi, A., Reshadi, F., ve Wan, A. (2016). Brand Perceptual Mapping By Text Mining Online Product Reviews. International Journal of Marketing ve Business Communication, 5(3), 26-36.
• Ergün, K. (2017). Metin Madenciliği, Bilgiye Erişim ve Bilgi Çıkarımı, Editörler: U. Çelik, E. Akçetin, ve M. Gök, Rapidminer ile Veri Madenciliği, (ss. 201–226), İstanbul: Pusula Yayıncılık.
• Esgin, M. S. (2015). Web Teknolojileri Dünyasında Yeni Trendler, Editörler: A. Baloğlu, Sosyal Medya Madenciliği (ss. 17–59), İstanbul: Beta Yayınları.
• Faircloth, J. B., Capella, L. M., ve Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
• Feldman, R. (2013). Techniques and applications for sentiment analysis. Communications of the ACM, 56(4), 82-89.
• Feldman, R., Fresko, M., Goldenberg, J., Netzer, O., ve Ungar, L. (2008). Using Text Mining to Analyze User Forums. 5th International Conference Service Systems and Service Management, Melbourne, 1-5.
• Fishbein, M., ve Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley.
• French, A. ve Smith, G. (2013). Measuring Brand Association Strength: A Consumer Based Brand Equity Approach. European Journal of Marketing, 47(8), 1356-1367.
• Gensler, S., Völckner, F., Egger, M., Fischbach, K., ve Schoder, D. (2015). Listen to Your Customers: Insights into Brand Image Using Online Consumer-Generated Product Reviews, International Journal of Electronic Commerce, 20(1), 112-141.
• Ghosh, M. (2016). Case Study: Text-Mining Customers View Point and Perceived Value About Brand. International Journal of Business Analytics and Intelligence, 4(1),1-4.
• Grunert, K. G., ve Grunert, S. C. (1995). Measuring Subjective Meaning Structures by The Laddering Method: Theoretical Considerations and Methodological Problems. International Journal of Research in Marketing, 12(3), 209-225.
• Hand, D. J. (2007). Principles of Data Mining. Drug Safety, 30(7), 621-622.
• Hartmann, J., Heitmann, M., Schamp, C., ve Netzer, O. (2019). The Power of Brand Selfies in Consumer-Generated Brand Images. Columbia Business School Research Paper, 1-57.
• Hasimu, H., Marchesini, S., ve Canavari, M. (2017). A Concept Mapping Study On Organic Food Consumers in Shanghai, Appetite, 108(1), 191-202.
• Hearst, M. A. (1999). Untangling Text Data Mining. 37th Annual Meeting of the Association for Computational Linguistics, Maryland.
• Heinonen, K., ve Medberg, G. (2018). Netnography as A Tool for Understanding Customers: Implications For Service Research and Practice. Journal of Services Marketing, 32(6), 657-679.
• Helkkula, A., ve Pihlström, M. (2010). Narratives and metaphors in service development. Qualitative Market Research, 13(4), 354-371.
• Henderson, G. R., Iacobucci, D., ve Calder, B. J. (1998). Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks. European Journal of Operational Research, 111(2), 306-327.
• John, D. R., Loken, B., Kim, K., ve Monga, A. B. (2006). Brand Concept Maps: A Methodology For İdentifying Brand Association Networks. Journal of Marketing Research, 43(4), 549-563.
• Joiner, C. (1998). Concept Mapping in Marketing: A Research Tool For Uncovering Consumers' Knowledge Structure Associations. Advances in Consumer Research, 25(1), 311-316.
• Keller, K. L. (1993). Conceptualization, Measuring, and Managing Customer based Brand Equity. Journal of Marketing, 57(1), 1–22.
• Keller, K. L. (2008). Strategic Brand Management Building, Measuring, and Managing Brand Equity. (4. Baskı), USA: Pearson Education Limited.
• Klostermann, J., Plumeyer, A., Böger, D., ve Decker, R. (2018). Extracting Brand Information From Social Networks: Integrating Image, Text, and Social Tagging Data. International Journal of Research in Marketing, 35(4), 538-556.
• Kotu, V., ve Deshpande, B. (2014). Text Mining, Editörler: Kotu, V., ve Deshpande, B., Predictive Analytics and Data Mining: Concepts and Practice with RapidMiner. (ss. 275-303), Amsterdam: Morgan Kaufmann.
• Kozinets, R. V. (2015). Netnography, Editörler: Mansell R. ve Peng H. A, The International Encyclopedia of Digital Communication and Society, (ss. 1-8), John Wiley & Sons, Inc.
• Krishnan, H. S. (1996). Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective. International Journal of Research in Marketing, 13(4), 389-405.
• Krumm, J., Davies, N., ve Narayanaswami, C. (2008). User-generated content. IEEE Pervasive Computing, 7(4), 10-11.
• Lassar, W., Mittal, B., ve Sharma, A. (1995). Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, 12(4), 11-19.
• Lee, R., Lockshin, L., ve Greenacre, L. (2016). A Memory-Theory Perspective of Country-Image Formation. Journal of International Marketing, 24(2), 62-79.
• Liu, B. (2011). Web Data Mining. Berlin, Heidelberg: Springer.
• Liu, X., Burns, A. C., ve Hou, Y. (2017). An Investigation of Brand-Related User-Generated Content on Twitter. Journal of Advertising, 46(2), 236-247.
• Martínez Salinas, E., ve Pina Pérez, J. M. (2009). Modeling The Brand Extensions’ Influence on Brand Image. Journal of Business Research, 62(1), 50–60.
• Matheson, J. L., ve McCollum, E. E. (2008). Using Metaphors to Explore the Experiences of Powerlessness among Women in 12-Step Recovery, Substance Use & Misuse, 43(8-9), 1027-104.
• Meissner, M., Kottemann, P., Decker, R., ve Scholz, S. W. (2015). The Benefits of Computer-Based Brand Concept Mapping. Schmalenbach Business Review, 67, 430-453.
• Miner G., Delen, D., Elder, J., Fast, A., Hill, T., Robert A. (2012). Practical Text Mining and Statistical Analysis for Non-structured Text Data Applications, Waltham USA: Elsevier.
• Mudambi, S. M. D., Doyle, P., ve Wong, V. (1997). An Exploration of Branding in Industrial Markets. Industrial Marketing Management, 26(5), 433–446.
• Netzer, O., Feldman, R., Goldenberg, J., ve Fresko, M. (2012). Mine Your Own Business: Market-Structure Surveillance Through Text Mining. Marketing Science, 31(3), 369-547.
• Özyirmidokuz, E. K. (2014). Mining Unstructured Turkish Economy News Articles. Procedia Economics and Finance, 16, 320-328.
• Pitta, D. A., ve Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64.
• Plumeyer, A., Kottemann, P., Böger, D., ve Decker, R. (2019). Measuring Brand İmage: A Systematic Review, Practical Guidance, And Future Research Directions. Review of Managerial Science, 13, 227–265.
• Polson, P. G., Anderson, J. R., ve Bower, G. H. (1975). Human Associative Memory. The American Journal of Psychology, 88(1), 131-140.
• Rickman, A. T., ve Cosenza, R. M. (2007). The Changing Digital Dynamics of Multichannel Marketing. Journal of Fashion Marketing and Management:An International Journal, 11(4), 604-621.
• Ries, A., ve Trout, J. (2001). Positioning: The Battle for Your Mind, New York :McGraw-Hill.
• Romaniuk, J., Wight, S., ve Faulkner, M. (2017). Brand Awareness: Revisiting an Old Metric for A New World. Journal of Product and Brand Management, 26(5), 469-476.
• Roosevelt, Jr. Mosley, C. (2012). Social Media Analytics : Data Mining Applied to Insurance Twitter Posts. Causality Actuarial Society E-Forum, 2, 1-36.
• Schnittka, O., Sattler, H., ve Zenker, S. (2012). Advanced Brand Concept Maps: A New Approach For Evaluating The Favorability of Brand Association Networks. International Journal of Research in Marketing, 29(3), 265–274.
• Simões, C., ve Dibb, S. (2001). Rethinking the Brand Concept: New Brand Orientation. Corporate Communications: An International Journal, 6(4), 217-224.
• Tan, A.-H. (1999). Text Mining: The state of the art and the challenges. Proceedings of the PAKDD 1999 Workshop on Knowledge Discovery from Advanced Databases, Singapore.
• Till, B. D., Baack, D., ve Waterman, B. (2011). Strategic Brand Association Maps: Developing Brand Insight. Journal of Product and Brand Management,20(22), 92-100.
• Tirunillai, S., ve Tellis, G. J. (2014). Mining Marketing Meaning From Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation. Journal of Marketing Research, 51(4), 463-479.
• Trout, J. (2005). Geleceğin Pazarlamacısı için Konumlandırma Stratejileri. Çev,. Ümit Şensoy). Optimist Yayınları: İstanbul.
• Tuten, T., ve Solomon, M. (2013). Social Media Marketing. Harlow: Pearson Education Publishing Ltd.
• Ünver, O. (2015). Sosyal Medya Madenciliği. Editörler: Baloğlu A., Sosyal Medya Madenciliği, (ss. 79–93). İstanbul: Beta Yayınları.
• Verma, T., Renu, R., ve Gaur, D. (2014). Tokenization and Filtering Process in RapidMiner. International Journal of Applied Information Systems.
• Vries, L., Gensler, S., ve Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
• Zaltman, G. (2014). Tüketici Nasıl Düşünür, Çev., A. Semih Koç. İstanbul: Mediacat Yayınları.
• Zenker, S. (2011). How to catch a city? The concept and measurement of place brands. Journal of Place Management and Development, 4(1), 40-52.
• Zenker S. ve Braun E. (2015). Rethinking the Measurement of Place Brands. Editörler: Kavaratzis M., G. Warnaby, G. Ashworth, Rethinking Place Branding. (ss. 211-223), London: Springer Cham.