Cihangir KASAPOĞLU, Ramazan AKSOY, Melih BAŞKOL

Marka Kavram Haritalarında Metin Madenciliği Yöntemlerinin Kullanımına Yönelik Kavramsal Bir Çalışma

Öz Marka kavram haritaları marka çağrışımlarının gücünü, benzersizliğini ve tercih edilebilirliği ölçen ve bunları görselleştiren etkili bir yöntemdir. Marka imajı araştırmalarında çevrimiçi kullanıcı türevli içeriklere olan ilgi gittikçe artmaktadır. Çünkü elektronik ağızdan ağıza iletişimin marka imajının oluşumunu etkilemede önemli bir rolü bulunmaktadır. Dolayısıyla sosyal medya, tüketicilerin markalar hakkındaki duygu ve düşüncelerini içeren değerli bir veri kaynağıdır. Kullanıcı türevli içeriklerden elde edilen verilerin yapılandırılmamış veriler olması verilerin analizini bir hayli zorlaştırmaktadır. Son yıllarda metin madenciliği yöntemleri marka kavram haritalarının oluşturulmasında tercih edilen bir teknik olmaya başlamıştır. Özelikle bir metin madenciliği tekniği olan duygu analizi çalışmalarındaki ilerlemeler marka çağrışımlarının olumlu ya da olumsuzluk düzeyini ölçen ileri düzey marka kavram haritalarının oluşturulmasının da önünü açmıştır. Bu çalışmada marka kavram haritalarının oluşturulmasında metin madenciliği yöntemlerinin kullanımına yönelik yaklaşımların incelenmesi amaçlanmıştır. Bu çalışmada marka çağrışımlarının kullanıcı türevli içeriklerden ortaya çıkarılmasının ve marka kavram haritalarının metin madenciliği yöntemiyle oluşturulmasının araştırmacılara hız ve esneklik sağladığı, marka stratejistlerine içgörü sağlamada etkili bir yöntem olduğu görülmüştür.

Anahtar Kelimeler:

Marka İmajı, Kullanıcı Türevli İçerikler, çağrışımsal ağ analizi, , duygu analizi, sosyal medya

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