Abstract:

Social media interactions, the digital form of classical word-of-mouth marketing (AAP), used to strengthen the business-brand image, have become one of the most critical evaluation criteria today. It is known how effective social media is in maximizing brand awareness and sales. For this purpose, the social media contents of the users abroad of Getir, Turkey's largest unicorn company, were analyzed. In this direction, the contents of the tweets posted in English from July 1, 2021, when Getir was launched to the European market in general, until July 1, 2022, were analyzed. Python programming language was used for data collection, and R language was used for data analysis. Social network analysis (SAA) of the most used words in the context of positive, negative, anger, anticipation, disgust, fear, joy, sadness, surprise, and trust of the emotional states of the tweets posted for Getir was performed. Social network analysis (SAA) was conducted in the context of positive, negative, anger, anticipation, disgust, fear, joy, sadness, surprise, and trust of the most used words in the emotional states of tweets for Getir. As a result of the analysis, it was determined that the positive emotions of the users towards Getir were higher than the negative emotions. It has been determined that the company's development performance and social media analysis results are in parallel.

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