Pazarlama stratejisinde önemli bir parametre olarak tüketici yorumları: tüketici yorumlarındaki puanlamalar ile duygusal eğilimler arasındaki ilişki

Sosyal medya insanların duygularını yaşadıkları ve paylaştıkları bir alana dönüşmüştür. Dolayısıyla bireylerin satın aldıkları ürün ya da hizmetlerle alakalı yaptıkları yorumlar ve değerlendirme puanlamaları, diğer müşterilerin satın alma davranışlarını etkilemektedir. Müşteriler, kullanıcıların duygusal eğilimlerine ilişkin kanıya genellikle verdikleri puanlamalar üzerinden ulaşmaktadır. İşletmelerin ise, kullanıcı yorumlarında saklı olan duygusal eğilimleri kullanıcı puanlamaları üzerinden tahmin etmeleri pazarlama sürecindeki atılacak adımları sorgulanabilir kılmaktadır. Bazen tüketiciler bir ürüne verdiği düşük puanlı bir yorumda olumlu ifadeleri çok daha fazla kullanabilmekte ve düşük puanın gerekçesini tek bir faktöre bağlayabilmektedir. Buna benzer örnekler, puanlar ile yorumlar arasındaki ilişkinin sorgulanmasına yol açmaktadır. Araştırmanın amacı, tüketicilerin ürün ve hizmet kullanımından sonra verdikleri puanların, yorumlardaki duygusal eğilimlerin bir ölçüsü olarak kabul edilip edilemeyeceğini sorgulamaktır. Kullanıcı yorumlarına yönelik gerçekleştirilen metin madenciliği uygulaması sebebiyle araştırma nicel araştırma özelliğine sahiptir. Verilerin toplanması sürecinde web madenciliği/kazıma tekniği kullanılmıştır. Veriler popüler turizm platformu olan TripAdvisor.com üzerinden elde edilmiştir. Elde edilen verilerin analiz edilmesinde metin madenciliği tekniklerinden biri olan duygu analizi kullanılmıştır. Verilerin analiz sürecinde ise veri madenciliğinde etkin kullanıma sahip olan R programlama dilinden yararlanılmıştır. Araştırma neticesinde, tüketici puanlamalarının pozitif duygusal eğilimleri yansıtma başarısının daha yüksek olduğu; negatif duygusal eğilimlerle arasında açıklık olduğu görülmektedir.

Anahtar Kelimeler:

Pazarlama, tüketici yorumları, tüketici puanlamaları, duygu analizi

Consumer Comments as an Important Parameter in Marketing Strategy: The Relationship Between the Scorings in Consumer Comments and Emotional Trends

Social media has become an area where people live and share their emotions. Therefore, the comments and evaluation ratings individuals make about the products or services they purchase affect the purchasing behavior of other customers. Customers generally reach an opinion about the emotional tendencies of users through the ratings they give. The fact that businesses predict the emotional tendencies hidden in user comments through user ratings makes the steps to be taken in the marketing process questionable. Sometimes consumers may use positive expressions much more in a low-scoring review of a product and attribute the reason for a low score to a single factor. Similar examples lead to questioning the relationship between ratings and reviews. The research aim of the research is to investigate whether consumers' scores after product and service use can be considered as a measure of emotional tendencies in comments. The research has a quantitative characteristic due to the text mining application for user reviews. Web mining/scraping technique used in the data collection process. The data was obtained from TripAdvisor.com, a popular tourism platform. Sentiment analysis, one of the text mining techniques, was used to analyze the obtained data. R programming language, which has practical use in data mining, was used in the data analysis process. As a result of the research, it was observed that the success of consumer ratings in reflecting positive emotional tendencies is higher. At the same time, there is a gap between negative emotional tendencies.

Keywords:

Marketing, consumer reviews, consumer ratings, sentiment analysis,

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