Creating Brand Image Profile by Social Media Analysis
Yazarlar (4)
| Makale Türü |
Özgün Makale
(Diğer hakemli uluslarası dergilerde yayınlanan tam makale)
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| Dergi Adı | EMAJ: Emerging Markets Journal | ||
| Dergi ISSN | 2158-8708 | ||
| Dergi Tarandığı Indeksler | abcGATE , ABI/INFORM , Academia.edu , Acar Index , ASOS (Academia Social Sciences Index) , Atılım University Kadriye Zaim Library (Turkey) , Cabell's Directory , Caltech Library (USA), CiteSeerX , Cosmos Impact Factor , Crossref , Directory of Open Access Journals (DOAJ) , Directory of Research Journals Indexing (DRJI) , EBSCO Business Source Premier , EBSCO Business Source Ultimate , EBSCO Discovery Services , EconBib , EconBiz , ECONIS , EconStor , Electronic Journals Library (EZB) , ERIH PLUS , Eurasian Scientific Journal Index (ESJI) , Genamics Journal Seek , Georgetown University Library (USA) , Google Scholar , IngentaConnect , Institute of Science and Technology (IST) Austria , International Institute of Organized Research (I2OR) , Idealonline , Index Copernicus International (ICI) Journal Factor , Infobase , Irish Research eLibrary - IReL (Ireland) , J-Gate , JournalTOCS , OAIster - OCLC , Open Academic Journals Index (OAJI) , Open Archives Registry , PKP Open Archives Registry , Princeton University Library (USA), ProQuest , ResearchBib (Research Bible) , ResearchGate , RootIndexing , Scilit , Scititles , SHERPA/RoMEO (UK) , SOBIAD , Society of Economics and Development (SOED) , SwissUniversities, TOC Premier , Tulsa City - County Library (USA) , Türk Eğitim İndeksi (TEİ) , UIUC OIA registry , Ulrich’s , Universitat Zu Lubeck (Germany) , University of Michigan Mirlyn Library Catalog (USA) , University of Pittsburgh Library (USA) , University of Wisconsion - Madison Libraries (USA) , University of Saskatchewan (uSask) Library (Canada) , Vrije Universiteit Brussel (Belgium) , WorldCat (OCLC) | ||
| Makale Dili | Türkçe | Basım Tarihi | 12-2021 |
| Kabul Tarihi | – | Yayınlanma Tarihi | 13-12-2021 |
| Cilt / Sayı / Sayfa | 11 / 2 / 8–15 | DOI | 10.5195/emaj.2021.228 |
| Makale Linki | http://dx.doi.org/10.5195/emaj.2021.228 | ||
| UAK Araştırma Alanları |
İş Analitiği
Sosyal Medya Uygulamaları ve Analizi
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| Özet |
| The purpose of creating a brand image profile is to measure the brand perception of consumers considering brand attributes. Thus, marketing decisions can be made based on the brand's strengths and weaknesses by determining them. The brand image profile is traditionally created using the attitude scales and surveys. However, alternative methods are needed since the questionnaires' responses are careless, the number of participants is relatively low and the cost per participant is high. In this study, as an alternative method, creating a brand image profile by analyzing social media data with artificial intelligence was made for the iPhone product. Firstly, the focus group study determined the attributes related to the last version of the iPhone. Then, between December 17th, 2019 and March 23rd, 2020, 87.227 tweets that include these attributes in English were collected from the Twitter social media platform through the RapidMiner data mining tool. Sentiment analysis was performed on collected tweets by the MeaningCloud text mining tool. In this analysis, positive and negative emotions were tried to be detected through artificial intelligence algorithms. Net Brand Reputation Score (NBR) was calculated using the positive and negative tweets amount for each attribute separately. Brand image profile was created by skew analysis using NBR values. As a result, it is thought that social media analysis can be a complementary method that can be used with traditional methods in creating a brand image profile. So, it is seen as an inevitable method to use in further studies to make sentiment analysis by processing raw data received from the Social … |
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BM Sürdürülebilir Kalkınma Amaçları
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| Google Scholar | 7 |