SOCIAL MEDIA CONTENT ANALYSIS FOR ELECTRIC VEHICLES: THE CASE OF TOGG

Yıl 2024, Cilt: 12 Sayı: Özel Sayı, 106 - 122, 31.12.2024

Dilek Gönçer Demiral

https://doi.org/10.52122/nisantasisbd.1525057

Öz

One of the main causes of climate change and global warming is carbon emissions released into the environment. One of the methods to reduce carbon emissions is to promote the widespread use of electric vehicles. To increase the adoption of electric vehicles, it is important to understand public perception of these vehicles. Social media, which is one of today's most important data sources, plays a significant role in determining companies' strategic roadmaps and influencing consumers' purchasing behaviors. This study aims to measure consumer perception of the TOGG brand, which is produced as Turkey's first electric and smart vehicle, on the social media platform YouTube. Comments on the first pre-order promotional video of the TOGG vehicle, released on March 14, 2023, were evaluated through content analysis. The content analysis was conducted using the MAXQDA program. The analysis results indicate that positive statements are predominant in the comments, and the vehicle is found to be a source of pride due to being Turkey's first electric and smart vehicle. Additionally, while there are comments indicating insufficient purchasing power and finding the price high, there are also comments stating that TOGG's price is considered reasonable compared to other vehicles. The image and evaluation of the TOGG vehicle's pre-order promotional video from the consumer's perspective are crucial for meeting expectations related to the vehicle and laying the groundwork for future developments concerning the product.

Anahtar Kelimeler

Content Analysis, TOGG, Electric Vehicle, MAXQDA, Social Media

ELEKTRİKLİ ARAÇLARA YÖNELİK SOSYAL MEDYA İÇERİK ANALİZİ: TOGG ÖRNEĞİ

Öz

İklim değişikliğinin ve küresel ısınmanın en büyük sebeplerinden biri doğaya salınan karbon emisyonudur. Karbon emisyonunun azaltılabilmesindeki yöntemlerden biri de elektrikli araç kullanımının yaygınlaşmasını sağlayabilmektir. Elektrikli araçların benimsenmesini artırabilmek için, araçlara yönelik kamu algısını anlamak önemlidir. Günümüzdeki en önemli veri kaynaklarından biri olan sosyal medya şirketlerin stratejik yol haritasını belirlemede ve tüketicilerin satın alma davranışlarını etkilemede büyük rol oynamaktadır. Bu çalışma Türkiye’nin ilk elektrikli ve akıllı aracı olarak üretilen TOGG markasının sosyal medya platformlarından olan YouTube üzerindeki tüketici algısını ölçmeye yönelik yapılmıştır. 14 Mart 2023 tarihinde yayınlanan TOGG aracının ilk ön sipariş tanıtım videosuna yapılan yorumlar içerik analizi ile değerlendirilmiştir. İçerik analizi MAXQDA programı ile yapılmıştır. Analiz sonucunda, yorumlarda pozitif ifadelerin çoğunlukta olduğu ve Türkiye'nin ilk elektrikli ve akıllı aracı olması nedeniyle gurur verici bulunduğu en belirgin sonuçlar arasında yer almaktadır. Buna ilaveten, yorumlarda alım gücü yetersizliği ve fiyatın yüksek bulunmasına ilişkin ifadeler yer aldığı kadar, TOGG'un diğer araçlarla kıyaslandığında fiyatının uygun bulunmasına yönelik yorumlar da yer almaktadır. TOGG aracının ön sipariş tanıtım filminin tüketici gözünden imajı ve değerlendirilmesi, araçla ilgili beklentilere cevap verebilmesi ve gelecekteki ürün ile ilgili gelişmelere zemin hazırlaması açısından oldukça önemlidir.

Anahtar Kelimeler

İçerik Analizi, TOGG, Elektrikli Araç, MAXQDA, Sosyal Medya

Kaynakça

• Alias, N. vd. (2013). A Content Analysis in the Studies of YouTube in Selected Journals. Procedia - Social and Behavioral Sciences, 103, 10–18. https://doi.org/10.1016/j.sbspro.2013.10.301.
• Costello, F. J., & Lee, K. C. (2020). Exploring the Sentiment Analysis of Electric Vehicles Social Media Data by Using Feature Selection Methods. Journal of Digital Convergence, 18(2), 249–259. https://doi.org/10.14400/JDC.2020.18.2.249.
• Das, S. vd. (2019). YouTube as a Source of Information in Understanding Autonomous Vehicle Consumers: Natural Language Processing Study. Transportation Research Record, 2673(8), 242–253. https://doi.org/10.1177/0361198119842110.
• Devendorg, A. vd. (2020). Depression presentations, stigma, and mental health literacy: a critical review and YouTube content analysis. Clinical Psychol Review 78, 101843.
• Digital 2022 Global Overview Report. (2022). We Are Social & Hootsuite. https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/
• Ding, C. S. (2018). Fundamentals of applied multidimensional scaling for educational and psychological research. Springer International Publishing. https://doi.org/10.1007/978-3-319-78172-3
• Febriyantoro, M. T. (2020). Exploring youtube marketing communication: brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733.
• Gabriel, R., & Röhrs, H. P. (2017). Social Media (Springer P).
• Hansen, J. vd. (2013). Assessing “dangerous climate change”: Required reduction of carbon emissions to protect young people, future generations and nature. PLoS ONE, 8(12). https://doi.org/10.1371/journal.pone.0081648
• Heimerl, F. vd. (2014). Word cloud explorer: Text analytics based on word clouds. System Sciences (HICSS), 1833–1842.
• IEA. (2016). Global EV Outlook 2016. In Global EV Outlook 2016.
• IEA. (2023). Global EV Outlook 2023. In Global EV Outlook 2023.
• IEA. (2024). Climate Change. In IEA. https://www.iea.org/topics/climate-change/., 11.08.2024
• Jefferson, J., & McDonald, A. D. (2019). The autonomous vehicle social network: Analyzing tweets after a recent Tesla autopilot crash. Proceedings of the Human Factors and Ergonomics Society, 63(1), 2071–2075. https://doi.org/10.1177/1071181319631510
• Jin, L.,vd. (2014). Evaluation of State-Level U.S. Eşectric Vehicle Incentives (Issue October).
• Karaman, O. (2023). Influencer Marketing on YouTube: A Qualitative Analysis With MAXQDA. Journal of Business Administration and Social Studies, 7(2), 123–132. https://doi.org/10.5152/jbass.2023.23021
• Kocagöz, E., vd. (2020). Elektrikli ve Akıllı, Yerli ve Milli: Türkiye’nin Otomobili Girişim Grubunun Tanıttığı Araçlara Yönelik Tüketicilerin İlk Değerlendirmeleri. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2, 55–74.
• Krishna, G. (2021). Understanding and identifying barriers to electric vehicle adoption through thematic analysis. Transportation Research Interdisciplinary Perspectives, 10(January), 100364. https://doi.org/10.1016/j.trip.2021.100364
• Kuckartz, U. (2014). Qualitative text analysis: A guide to methods, practice & using software. SAGE.
• Kuckartz, U., & Rädiker, S. (2019). Coding Text and PDF Files. In Analyzing Qualitative Data with MAXQDA (pp. 65–81). Springer International Publishing. https://doi.org/10.1007/978-3-030-15671-8_6
• Kumar, J., vd. (2023). Analysis of You Tube Content Reliability, Quality & Relevance in Context of Electric Vehicles. International Research Journal of Modernization in Engineering Technology and Science, 5(03), 1713–1723. https://doi.org/10.56726/irjmets34535
• Lai, L. S., & To, W. M. (2015). Content analysis of social media: a grounded theory approach. Journal of Electronic Commerce Research, 16(2), 138.
• Li, T., vd. (2018). YouTube AV 50K: An Annotated Corpus for Comments in Autonomous Vehicles. 2018 International Joint Symposium on Artificial Intelligence and Natural Language Processing, ISAI-NLP 2018 - Proceedings, 1–5. https://doi.org/10.1109/iSAI-NLP.2018.8692799
• Litman, T., & Burwell, D. (2006). Issues in sustainable transportation. International Journal of Global Environment, 6(4), 331–347.
• MAXQDA. (2024). Innovation in qualitative and mixed methods data analysis. https://www.maxqda.com/about, 11.07.2024
• Montian, K. vd. (2019). An empirical study of key factors influencing consumer ’ s purchase intention towards electric vehicle in bangkok metropolis, thailand. International Conference On Public Organization Asia Pacific Society For Public Affairs, August, 28–30.
• Nandwani, P., & Verma, R. (2021). A Review on Sentiment Analysis and Emotion Detection. Social Network Analysis and Mining, 11(81).
• Neuman, W. L. (2020). Toplumsal araştırma yöntemleri: Nitel ve nicel Yaklaşımlar Ankara. Siyasal Kitapevi.
• Palos Sánchez, vd. (2022). Virtual Reality Technology: Analysis based on text and opinion mining. Mathematical Biosciences and Engineering, 19(8), 7856–7885. https://doi.org/10.3934/mbe.2022367
• Penpece Demirer, D., & Büyükeke, A. (2022). Analysing perceptions towards electric cars using text mining and sentiment analysis: A case study of the newly introduced TOGG in Turkey. Applied Marketing Analytics, 7(4), 386–399.
• Polatgil, M. (2023). TOGG Otomobili İçin Youtube Yorumlarının Konu Modellemesi. International Marmara Social Sciences Congress, May 2021, 48–53.
• Polatgil, M. (2024). TOGG Otomobilleri Youtube Video Yorumlarının Duygu Analizi ve Makine Öğrenme Modeli ile İncelenmesi. Uluslararası Anadolu Sosyal Bilimler Dergisi, 8(1), 15–35.
• Rädiker, S., & Kuckartz, U. (2020). Focused Analysis of Qualitative Interviews with MAXQDA. MAXQDA Press.
• Ruan, T., & Lv, Q. (2022). Public perception of electric vehicles on reddit over the past decade. Communications in Transportation Research, 2(April). https://doi.org/10.1016/j.commtr.2022.100070
• Ruan, T., & Lv, Q. (2023). Public perception of electric vehicles on Reddit and Twitter: A cross-platform analysis. Transportation Research Interdisciplinary Perspectives, 21(July), 100872. https://doi.org/10.1016/j.trip.2023.100872
• Saldana, J. (2019). Nitel Araştırmacılar İçin Kodlama El Kitabı (2. Baskı). PEGEM.
• Sierzchula, W., vd. (2014). The influence of financial incentives and other socio-economic factors on electric vehicle adoption. Energy Policy, 68, 183–194.
• Statistica. (2023). Most Popular Social Networks Worldwide as of January 2023, Ranked by Number of Monthly Active Users.
• Suresha, H. P., & Kumar Tiwari, K. (2021). Topic Modeling and Sentiment Analysis of Electric Vehicles of Twitter Data. Asian Journal of Research in Computer Science, 12(2), 13–29. https://doi.org/10.9734/ajrcos/2021/v12i230278
• TOGG. (2024). TOGG. https://www.togg.com.tr/., 05.07.2024
• TÜİK. (2022). Sera Gazı Emisyon İstatistikleri.
• TÜİK. (2023). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 2023. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2023-49407
• Vergis, S., & Chen, B. S. (2014). Understanding Variations in U.S. Plug-In Electric Vehicle Markets (Issue November).
• Vinish, P., & Pinto, P. (2023). Decoding Customer Concerns about Embracing Electric Cars in India : Analysis of Audience Sentiments on YouTube Autovlogs. International Journal of Arts, Science and Humanities, 11(2), 1–8. https://doi.org/10.34293/ sijash.v11i2.6505
• Wang, S., & Ge, M. (2019). Everything you need to know about the fastest-growing source of global emissions. Transport.
• Yıldırım, A., & Şimşek, H. (2013). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (9. Genişletilmiş baskı). Seçkin Kitapevi.
• Yılmaz, A. (2020). Reklam Mecrası Instagram: TOGG ve GÜNSEL Elektrikli Otomobil Markaları Üzerine Ampirik Bir Araştırma. Erciyes İletişim Dergisi, 7(2), 895–915. https://doi.org/10.17680/erciyesiletisim.725929