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Bu çalışma, farklı sektörlerde faaliyet gösteren rakip firmaların Twitter verilerini analiz ederek, firmaların Twitter verilerinin firmalara göre anlamlı bir uyum gösterip göstermediğinin tespit edilmesini, firmaların Twitter’da paylaştıkları içeriklerin kümelenmesini ve hangi içerik kümesinin en fazla etkileşime yol açtığının belirlenmesini amaçlamaktadır. Bu kapsamda, 2017 yılı boyunca kozmetik, elektronik ve pazaryeri sektörlerinde faaliyet gösteren rakip firmalar tarafından paylaşılan Twitter verileri, Sosyal Medya Madenciliği süreci izlenerek analiz edilmiştir. Firmaların Twitter verilerinin firmalara göre anlamlı bir uyum gösterip göstermediği Uygunluk Analizi ile tespit edilmiştir. Firmaların Twitter paylaşımları ise Metin Madenciliği ön işleme metotlarından faydalanılarak “Özel Teklif”, “Yarışma & Etkinlik”, “Ürün”, “Sosyal”, “Destek & Geri Bildirim” ve “Özel Etkileşim” kategori başlıklarıyla kümelenmiştir. Firmaların elde ettikleri etkileşimlerin büyük bir çoğunluğunun azınlıktaki paylaşımlardan gelmesi sebebi ile hangi içerik kümesinin en fazla etkileşime yol açtığı Pareto İlkesi yardımı ile belirlenmiştir.
This study aims to analyze the Twitter data of competing companies operating in different sectors, to determine whether the Twitter data of the companies is significantly compatible with the companies, to accumulate the content that the companies share on Twitter, and to determine which content group leads to excessive interaction. In this context, the Twitter data shared by competing companies operating in the cosmetics, electronics and markets sectors throughout 2017 has been analyzed by monitoring the Social Media Mining process. The company’s Twitter data has been identified by the Compliance Analysis where it shows no meaningful conformity to the company. The Twitter posts of the companies are gathered with the titles of "Special Offer", "Concurrence & Event", "Product", "Social", "Support & Feedback" and "Special Interaction" using the methods of pre-processing Text Mining. The majority of the interactions that companies obtain are derived from minority sharing, which content is determined by the Pareto Principle, which leads to excessive interaction.
This study aims to determine whether Twitter data of the firms has a significant correspondence with respect to the firms, to cluster Twitter feeds of the firms and to find out which cluster has the maximum interaction through analyzing the Twitter data of the rival firms operating in different sectors. In this context, Twitter data shared by competitors operating in the cosmetics, electronics and marketplace sectors during 2017 were analyzed by following the process of Social Media Mining. The significant correspondence of Twitter variables of the firms was determined by the Correspondence Analysis. Twitter feeds of the firms were clustered with categories “Special Offer”, “Competition & Event”, “Product”, “Social”, “Support & Feedback” and “Special Interaction” by using a number of Text Mining pre-processing methods. Since the majority of the interactions obtained by the firms came from the minority of the feeds, which cluster received more interaction was analyzed with the help of the Pareto Principle.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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