PANDEMİ DÖNEMİ TÜKETİCİ TRENDLERİNİN BELİRLENMESİ: SOSYAL MEDYA GÖNDERİLERİNİN DUYGU ANALİZİ

Öz

COVID-19 salgını, tüketicilerin satın alma alışkanlıklarını ve yaşam tarzlarını önemli ölçüde etkilemiştir. Instagram, YouTube ve Facebook’taki 1.500 gönderinin analiz edildiği bu çalışmada, kolaylık ve güvenliğe odaklanan online alışveriş ve dijital hizmet katılımına doğru bir kayma tespit edilmiştir. Tüketicilerin yeni normları kabul ettiğini ve bunlara uyum sağladığını gösteren olumlu duyguların yaygın olduğu tespit edilmiştir. Sağlık ve güvenlik kaygıları artmış, dezenfektanlar, maskeler ve sağlık takviyelerine odaklanılmıştır. Finansal stratejiler yeniden değerlendirilmiş, bütçe bilinci artmış ve lüks ürünler yerine temel malların tercih edilmeye başlanmıştır. Seyahat kısıtlamaları ve boş zaman kısıtlamaları, konaklamalı tatil ve yerel turizm gibi yerel ve evde alternatiflerin tercih edilmesine yol açmıştır. Uzaktan çalışma ve çevrimiçi eğitim, uzun vadeli bir dönüşüme işaret etmektedir. Tüketicilerin sürdürülebilirlik ve etik tüketime olan bağlılığı, yerel işletmelere ve çevre dostu ürünlere verilen destekle birlikte artmıştır. Bu çalışma, değişen tüketici psikolojisine dair içgörüler ve kalıcı tüketici davranışı değişikliklerine dair öngörüler sunmaktadır.

Anahtar Kelimeler

• COVID-19
• Tüketici davranışları
• Online alışveriş
• E-ticaret
• Yaşam tarzı değişiklikleri

IDENTIFYING PANDEMIC ERA CONSUMER TRENDS: SENTIMENT ANALYSIS OF SOCIAL MEDIA POSTS

Öz

The COVID-19 pandemic has significantly impacted consumer purchasing habits and lifestyles. This study analyzes 1,500 posts from Instagram, YouTube, and Facebook and found a transition towards online shopping and digital service engagement, focusing on convenience and safety. Positive sentiments were prevalent, indicating consumer acceptance and adaptation to new norms. Health and safety concerns were heightened, focusing on sanitizers, masks, and health supplements. Financial strategies were reevaluated, leading to increased budget-consciousness and a preference for essential goods over luxury items. Travel and leisure restrictions led to a preference for local and at-home alternatives, such as staycations and local tourism. Remote work and online education also emerged, suggesting a longer-term transformation in work and learning environments. Consumer commitment to sustainability and ethical consumption increased, with support for local businesses and eco-friendly products. This study offers insights into the evolving consumer psyche and foresight into lasting consumer behavior changes.

Anahtar Kelimeler

• COVID-19
• Consumer behaviors
• Online shopping
• E-commerce
• Lifestyle changes

Kaynakça

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