The Effect of Discount Campaigns on Consumers' Price Perception: The Black Friday Example

Nefise Şirzad

Article Details

The Effect of Discount Campaigns on Consumers' Price Perception: The Black Friday Example

Authors:

Nefise Şirzad

Publisher:

Erciyes University

Main Topics:

İletişim ve Medya Çalışmaları

Journal:

Erciyes İletişim Dergisi Vol.10 Issue 2, pp.913-928

Document Type:

Article

Publication Date:

7/2023

Document Language:

Turkish

Document ID (Org No.):

2001296516

pISSN:

1308-3198

Keywords:

Abstract:

 Discounts are among the most frequently used strategies in marketing communication. Price reductions play an important role in providing customer satisfaction, which is one of the main objectives of communication and marketing experts. Brands benefit from different discount campaigns to gain market value and finish their stocks on different days. One discount campaign that helps brands and customers is the Black Friday discount, which is applied every year in November. While these discounts are eagerly awaited by most consumers, in some cases, they fail to provide the desired satisfaction. This study conducted a content analysis of 4400 tweets shared between 21.11.2022 and 27.11.2022 with the EfsaneCuma hashtag to reveal consumers perceptions about Black Friday discounts. This analysis performed with MAXQDA 2020 software determined that only 7 of the tweets expressed an opinion about Black Friday, and 93 were unrelated to this hashtag. As a result of the analysis of the tweets containing ideas about Black Friday, it has been observed that 61 of Twitter users do not trust Black Friday and 18 define Black Friday as a consumption frenzy. Only 2 of those who shared their thoughts about Black Friday declared their satisfaction. As a result of the text mining of the tweets using the R programming language, it has been determined that the concepts of Fraud, Increase of Price, Holy, Discount, Real and Is It? are among the most used concepts in tweets.

 Discounts are among the most frequently used strategies in marketing communication. Price reductions play an important role in providing customer satisfaction, which is one of the main objectives of communication and marketing experts. Brands benefit from different discount campaigns to gain market value and finish their stocks on different days. One discount campaign that helps brands and customers is the Black Friday discount, which is applied every year in November. While these discounts are eagerly awaited by most consumers, in some cases, they fail to provide the desired satisfaction. This study conducted a content analysis of 4400 tweets shared between 21.11.2022 and 27.11.2022 with the EfsaneCuma hashtag to reveal consumers perceptions about Black Friday discounts. This analysis performed with MAXQDA 2020 software determined that only 7 of the tweets expressed an opinion about Black Friday, and 93 were unrelated to this hashtag. As a result of the analysis of the tweets containing ideas about Black Friday, it has been observed that 61 of Twitter users do not trust Black Friday and 18 define Black Friday as a consumption frenzy. Only 2 of those who shared their thoughts about Black Friday declared their satisfaction. As a result of the text mining of the tweets using the R programming language, it has been determined that the concepts of Fraud, Increase of Price, Holy, Discount, Real and Is It? are among the most used concepts in tweets.

 Discounts are among the most frequently used strategies in marketing communication. Price reductions play an important role in providing customer satisfaction, which is one of the main objectives of communication and marketing experts. Brands benefit from different discount campaigns to gain market value and finish their stocks on different days. One discount campaign that helps brands and customers is the Black Friday discount, which is applied every year in November. While these discounts are eagerly awaited by most consumers, in some cases, they fail to provide the desired satisfaction. This study conducted a content analysis of 4400 tweets shared between 21.11.2022 and 27.11.2022 with the EfsaneCuma hashtag to reveal consumers perceptions about Black Friday discounts. This analysis performed with MAXQDA 2020 software determined that only 7 of the tweets expressed an opinion about Black Friday, and 93 were unrelated to this hashtag. As a result of the analysis of the tweets containing ideas about Black Friday, it has been observed that 61 of Twitter users do not trust Black Friday and 18 define Black Friday as a consumption frenzy. Only 2 of those who shared their thoughts about Black Friday declared their satisfaction. As a result of the text mining of the tweets using the R programming language, it has been determined that the concepts of Fraud, Increase of Price, Holy, Discount, Real and Is It? are among the most used concepts in tweets.

 Fiyat indirimleri pazarlama iletişiminde en sık kullanılan stratejiler arasında yer almaktadır. İletişim ve pazarlama uzmanlarının ana hedeflerinden biri olan müşteri memnuniyetinin sağlanmasında fiyat indirimleri önemli bir rol oynamaktadır. Markalar piyasa değerini arttırmak ve stoklarını bitirmek için farklı günlerde farklı indirim kampanyalarından yararlanmaktadır. Markalara ve müşteri kitlelerine yarar sağlayan indirim kampanyalarından birisi her yılın Kasım ayında uygulanan Black Friday indirimleridir. Bu indirimlerin çoğu tüketici tarafından heyecanla beklenirken, bazı durumlarda arzulanan memnuniyeti sağlamakta yeterli olmamaktadır. Bu bağlamda çalışmada, tüketicilerin Black Fridaye yönelik algılarını ortaya koymak amacıyla Efsane Cuma etiketi ile 21.11.2022 ve 27.11.2022 tarihleri arasında paylaşılan 4400 tweet in içerik analizi gerçekleştirilmiştir. MAXQDA 2020 programı ile yapılan bu analizde tweetlerin sadece 7sinin Black Friday ile ilgili görüş belirttiği, 93ünün bu etiketle alakasız olduğu tespit edilmiştir. Black Friday günü ile ilgili görüş içeren tweetlerin analizi sonucunda ise; Twitter kullanıcılarının 61nin Black Friday günlerine güvenmediği, 18inin Black Fridayi tüketim çılgınlığı biçiminde tanımladığı görülmüştür. Black Friday hakkında düşüncelerini paylaşanların sadece 2si Black Friday ile ilgili memnuniyetlerini beyan etmiştir. Black Friday günlerini değerlendiren tweetlerin R programlama dili ile geçekleştirilen metin madenciliği sonucunda ise, indirim, gerçek, mi?, dolandırıcılık, bindirim, mübarek kavramlarının en çok kullanılan kavramlar arasında yer aldığı tespit edilmiştir.

Article Details

The Effect of Discount Campaigns on Consumers' Price Perception: The Black Friday Example

Authors:

Nefise Şirzad

Publisher:

Erciyes University

Main Topics:

İletişim ve Medya Çalışmaları

Journal:

Erciyes İletişim Dergisi Vol.10 Issue 2, pp.913-928

Document Type:

Article

Publication Date:

7/2023

Document Language:

Turkish

Document ID (Org No.):

2001296516

pISSN:

1308-3198

Black Friday

Legendary Friday

Discount

Twitter

MAXQDA

Text MiningBlack Friday

Efsane Cuma

İndirim

Twitter

MAXQDA

Metin Madenciliği

Issues

Article Details

Authors: Nefise Şirzad

Publisher: Erciyes University

Main Topics: İletişim ve Medya Çalışmaları

Journal: Erciyes İletişim Dergisi Vol.10 Issue 2, pp.913-928

Document Type: Article

Publication Date: 7/2023

Document Language: Turkish

Document ID (Org No.): 2001296516

pISSN: 1308-3198

Issues

Authors:

Nefise Şirzad

Publisher:

Erciyes University

Main Topics:

İletişim ve Medya Çalışmaları

Journal:

Erciyes İletişim Dergisi Vol.10 Issue 2, pp.913-928

Document Type:

Article

Publication Date:

7/2023

Document Language:

Turkish

Document ID (Org No.):

2001296516

pISSN:

1308-3198