Twitter Satış Sürecinin Duygu Analizi ile İncelenmesi: Dijital Pazarlama Açısından Bir Değerlendirme

Yıl 2022, Sayı: 41, 442 - 448, 30.11.2022

Volkan Polat

https://doi.org/10.31590/ejosat.1124740

Öz

Twitter günümüzde en yaygın kullanılan sosyal medya araçlarından biri olması hasebiyle dijital pazarlama amacıyla bireysel ve kurumsal olarak da etkin bir şekilde kullanılmaktadır. Twitter paylaşımları sadece duyuru ve haberleri içermemekte, artık kişileri ve makro gelişmeleri dahi etkileyebilmektedir. Bu paylaşımları incelen duygu analizi çalışmaları daha çok tüketicilere odaklansa da bu çalışmada Elon Musk’ın Twitter satın alma sürecindeki paylaşımlarının etkileri analiz edilmeye çalışılmıştır. Paylaşımların toplanmasında #ElonMuskTwitter, #ElonMuskBuyTwitter, #TeslaStock, #TwitterSold, #TwitterTakeover olarak en yaygın kullanılan hasg tagler olarak seçilmiştir Tweetler “sentiment viz” platformu kullanılarak toplanmış ve Senti Strenght programı ile analiz edilmiştir. Duygu analizi sonuçlarında özellikle Tesla hisse sahip veya takipçilerinin daha çok kullandığı değerlendirilen #TeslaStock hash taginin daha çok negatif duygulara sahip olduğu görülmüştür.

Anahtar Kelimeler

duygu analizi, twitter, dijital pazarlama

Examination of Twitter Takeover Process with Sentiment Analysis: An Evaluation in Terms of Digital Marketing

Öz

Since Twitter is one of the most widely used social media platforms today, it is also effectively used individually and organizational for digital marketing purposes. Twitter shares do not only contain announcements and news, but they can also affect people and macro developments. Although sentiment analysis studies examining these shares are mostly focused on consumers, in this study, the effects of Elon Musk's shares on Twitter takeover process have been analyzed. In the collection of shares, #ElonMuskTwitter, #ElonMuskBuyTwitter, #TeslaStock, #TwitterSold, #TwitterTakeover were chosen as the most widely used hasg tags. Tweets were collected using the sentiment viz platform and analyzed with the Senti Strenght program. In the sentiment analysis results, it was seen that the hash tag #TeslaStock has more negative emotions.

Anahtar Kelimeler

sentiment analysis, twitter, digital marketing

Kaynakça

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