Social Media Analytics For Brand Image Tracking: A Case Study Application For Turkish Airlines
Yazarlar (2)
Doç. Dr. İbrahim SABUNCU Yalova Üniversitesi, Türkiye
Öğr. Gör. Mahir Atmış Yalova Üniversitesi, Türkiye
| Makale Türü |
Özgün Makale
(Diğer hakemli ulusal dergilerde yayınlanan tam makale)
|
||
| Dergi Adı | Yönetim Bilişim Sistemleri Dergisi | ||
| Dergi ISSN | 2630-550X | ||
| Dergi Tarandığı Indeksler | Base, OpenAIRE, Sobiad | ||
| Makale Dili | İngilizce | Basım Tarihi | 05-2020 |
| Cilt / Sayı / Sayfa | 6 / 1 / 26–41 | DOI | – |
| Makale Linki | https://dergipark.org.tr/tr/pub/ybs/issue/54333/674295 | ||
| UAK Araştırma Alanları |
İş Analitiği
Sosyal Medya Uygulamaları ve Analizi
|
||
| Özet |
| Along with technological developments, concepts such as big data, big data analytics, social media, and social media analytics have been included in the agenda of marketing and other management sciences. It is known that among the biggest obstacles encountered in applying new methods, which are generally called business analytics, is the lack of knowledge and experience. In this study, an exemplary application that could be useful to academics and business managers who want to work in social media analytics applications, a subdivision of business analytics, has been implemented. Within the scope of the study, 6667 Twitter messages shared between 23.03.2018 - 02.04.2018 in English about Turkish Airlines (THY) are fetched and recorded into a database using open source R programming language. Messages were classified as positive and negative by applying sentiment analysis implementation of syuzhet R package on these messages. Daily positive and negative message counts are computed and the changes in counts are interpreted. A total of 50 randomly selected samples’ Twitter account names, negative/positive message counts, locations, latitude and longitude information, and profile photos are downloaded from the Twitter server. The samples are then viewed on the map via the Google Maps API. It is examined how these applications made within the scope of Data Visualization can be used in administrative processes. |
| Anahtar Kelimeler |
