Liman Marka Değeri Ölçümü: Liman Sosyal Medya Mesajlari Üzerine Bir Sentiment Analizi

Öz

Son yıllarda limanlar, sosyal medya mesajlarını liman kullanıcılarına yaymaya yönelik markalaşma faaliyetleri üzerinde odaklanmaktadırlar. Limanlar için sosyal medyanın marka oluşturmak maksadıyla güçlü bir pazarlama aracı olarak kullanıldığı markalaşma stratejilerinde marka değerini inşa etmek önemli bir hedeftir. Ancak, araştırmacılar marka değeri üzerinde başarılı bir sosyal medya analizi uygulamakta zorlanmaktadırlar. Bu sebeple, çalışma sentiment analizi ile liman marka değerinin araştırmacılar tarafından nasıl ölçebileceğini araştırmaktadır. Bir diğer amaç ise, sosyal medya istatistiklerinin liman marka değeri başarısını ölçebilecek kadar iyi olup olmadığını ortaya çıkarmaktır. Avrupa, Orta Doğu, Uzak Doğu Asya ve Amerika'da yerleşik 47 limandan toplanan 63.699 tweet’ten oluşan örneklem sentiment analizinde kullanılmak üzere değerlendirilmiştir. En önemli bulgular şunlardır: (a) Sosyal medya analizi, B2B pazarlamasında son yıllarda tercih edilen araştırma tekniği olmasına rağmen, sentiment analizi gibi daha kompleks araştırma yöntemleriyle desteklenmelidir. (b) Bazı operasyonel dezavantajlar yüzünden müşteriler gözünde konvansiyonel limanların marka değeri yeşil limanlara oranla daha olumludur. (c) Sosyal medya analizi hangi liman hizmetinin marka değerinin maksimize ettiğinin görülmesi açısından da yardımcı olabilmektedir.

Anahtar Kelimeler

• İşletmeden İşletmeye Pazarlama
• Marka Değeri
• Sentiment Analizi
• Limanlar
• Sosyal Medya

Measuring Port Brand Equity: A Sentiment Analysis on Port Social Media Messages

Öz

In the last decades, ports are focusing their branding activities on disseminating the social media messages to the port users. The building of brand equity for seaports is an essential goal in various branding strategies, within which social media has become the marketing tool to create a strong brand. However, researchers struggle to implement successful social media analytics on brand equity. For this reason, this paper investigates how practitioners may measure brand equity of their seaports by performing social media sentiment analysis. Another aim of this study is to find whether the social media statistics are good enough to measure the success of the port brand equity. Sentiment analysis is employed to assess a sample of 63.699 tweets by 45 seaports, selected from Europe, Middle East, Far East Asia, and America. The most important findings are as follows: (a) Although social media analytics is the preferred research technique for marketing in the last decades, it should be supported by more complex research methods such as sentiment analysis. (b) Comparing the green ports, conventional ports have more positive effects on customers in terms of operational activities (c) The social media analytics may help to understand which port services maximize the branding equity.

Anahtar Kelimeler

• Business-to-Business Marketing
• Brand Equity
• Sentiment Analysis
• Seaports
• Social Media

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