Social Media Channels of Online Marketplaces: The Case of Twitter Sentiment Analysis

Cemal Çelik; Metin Akbulut

Article Details

Social Media Channels of Online Marketplaces: The Case of Twitter Sentiment Analysis

Authors:

Cemal Çelik | Metin Akbulut

Publisher:

Ordu University

Main Topics:

Müşteri İlişkileri Yönetimi | Pazarlama (Diğer)

Journal:

Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi Vol.14 Issue 4, pp.1309-1320

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001334488

pISSN:

1309-9302

Keywords:

Abstract:

 The rapid increase in internet user rates has led e-commerce companies to introduce and invest in online marketplaces on social media channels. Companies that take into account the comments and shares made by their customers and followers have started to use different methods and technologies to make sense of this data. Statistical analyses that detect the same context and similarities between different technological tools and texts that will allow the data of unstructured text blocks to be compared according to their meaning are frequently used methods. In this study, the explicit comments of the users made on Twitter for the marketplaces were obtained through the Twitter API and the user comments made by the Twitter followers of the companies operating in the online marketplaces were discussed. Shared Twitter posts were evaluated by polarity score with sentiment analysis technique and online marketplaces were compared according to their positive, negative or neutral status. About the sensitivities of Twitter shares; By making emotion classifications, surprise, worry, angry, happy and sad categories were obtained. It is thought that the study will contribute to the companies and managers operating in the marketplaces, in determining e-marketing strategies, planning and implementing social media activities.

 The rapid increase in internet user rates has led e-commerce companies to introduce and invest in online marketplaces on social media channels. Companies that take into account the comments and shares made by their customers and followers have started to use different methods and technologies to make sense of this data. Statistical analyses that detect the same context and similarities between different technological tools and texts that will allow the data of unstructured text blocks to be compared according to their meaning are frequently used methods. In this study, the explicit comments of the users made on Twitter for the marketplaces were obtained through the Twitter API and the user comments made by the Twitter followers of the companies operating in the online marketplaces were discussed. Shared Twitter posts were evaluated by polarity score with sentiment analysis technique and online marketplaces were compared according to their positive, negative or neutral status. About the sensitivities of Twitter shares; By making emotion classifications, surprise, worry, angry, happy and sad categories were obtained. It is thought that the study will contribute to the companies and managers operating in the marketplaces, in determining e-marketing strategies, planning and implementing social media activities.

 The rapid increase in internet user rates has led e-commerce companies to introduce and invest in online marketplaces on social media channels. Companies that take into account the comments and shares made by their customers and followers have started to use different methods and technologies to make sense of this data. Statistical analyses that detect the same context and similarities between different technological tools and texts that will allow the data of unstructured text blocks to be compared according to their meaning are frequently used methods. In this study, the explicit comments of the users made on Twitter for the marketplaces were obtained through the Twitter API and the user comments made by the Twitter followers of the companies operating in the online marketplaces were discussed. Shared Twitter posts were evaluated by polarity score with sentiment analysis technique and online marketplaces were compared according to their positive, negative or neutral status. About the sensitivities of Twitter shares; By making emotion classifications, surprise, worry, angry, happy and sad categories were obtained. It is thought that the study will contribute to the companies and managers operating in the marketplaces, in determining e-marketing strategies, planning and implementing social media activities.

 İnternet kullanıcı oranlarının hızlı bir şekilde artması, E-ticaret firmalarını sosyal medya kanalları üzerine online pazaryerleriyle tanıştırma ve yatırım yapma faaliyetlerine yöneltmiştir. Müşteri ve takipçilerinin yapmış oldukları yorum ve paylaşımları dikkate alan firmalar, bu verileri anlamlandırmak için farklı yöntem ve teknolojiler kullanmaya başlamışlardır. Yapılandırılmamış metin blokları verilerinin anlamlarına göre karşılaştırılmasını sağlayacak olan farklı teknolojik araçlar ve metinler arasında aynı bağlam ve benzerlikleri tespit eden istatistiksel analizler sık başvurulan yöntemlerdir. Bu çalışmada pazaryerlerine yönelik Twitter üzerinde yapılan kullanıcıların açık yorumları Twitter API yoluyla elde edilmiş ve online pazaryerlerinde faaliyet gösteren firmaların, Twitter takipçileri tarafından firmalara yönelik yapılan kullanıcı yorumları ele alınmıştır. Paylaşılan Twitter gönderileri, duygu analizi tekniği ile polarite skoru değerlendirilerek pozitif, negatif veya nötr olma durumlarına göre online pazaryerleri karşılaştırılmıştır. Twitter paylaşımlarının duyarlılıkları hakkında; duygu sınıflandırmaları yapılarak tespit edilerek, sürpriz, endişe, kızgın, mutlu ve üzgün kategorileri elde edilmiştir. Çalışmanın pazaryerlerinde faaliyet gösteren firma ve yöneticilerine, e-pazarlama stratejilerini belirlemede, sosyal medya faaliyetlerini planlama ve uygulamada katkı sağlayacağı düşünülmektedir.

Article Details

Social Media Channels of Online Marketplaces: The Case of Twitter Sentiment Analysis

Authors:

Cemal Çelik | Metin Akbulut

Publisher:

Ordu University

Main Topics:

Müşteri İlişkileri Yönetimi | Pazarlama (Diğer)

Journal:

Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi Vol.14 Issue 4, pp.1309-1320

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001334488

pISSN:

1309-9302

Marketplace

Sentiment Analysis

E-Commerce

DataE-Perakende

Pazaryeri

Duygusal Analiz

E-Ticaret

Veri Madenciliği

Issues

Article Details

Authors: Cemal Çelik | Metin Akbulut

Publisher: Ordu University

Main Topics: Müşteri İlişkileri Yönetimi | Pazarlama (Diğer)

Journal: Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi Vol.14 Issue 4, pp.1309-1320

Document Type: Article

Publication Date: 12/2024

Document Language: Turkish

Document ID (Org No.): 2001334488

pISSN: 1309-9302

Issues

Authors:

Cemal Çelik | Metin Akbulut

Publisher:

Ordu University

Main Topics:

Müşteri İlişkileri Yönetimi | Pazarlama (Diğer)

Journal:

Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi Vol.14 Issue 4, pp.1309-1320

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001334488

pISSN:

1309-9302