Abdullah ONDEN, Meltem KİYGİ-CALLİ, Elif YOLBULAN-OKAN

BRAND CRISIS IN SOCIAL MEDIA: CASE STUDY USING SENTIMENT ANALYSIS

Purpose- It is necessary to develop different crisis management strategies in order to understand their own images on consumers and to change the negative attitudes and perceptions to the positive ones. In this study, social media users' attitudes towards two different brands during the crisis were examined. The main purpose of this study is to give suggestions regarding the communication strategies that brands will develop through social media.Methodology- Based on the text mining method, sentiment analysis was performed with Google Natural Language Processing on the data obtained from the Twitter which is a social media platform.Findings- According to the results of the sentiment analysis conducted for two different brands, it is seen that social media users express a positive attitude to one of the firms, while they express a negative attitude to the other one. Conclusion- In this study, the reasons of different attitudes of social media users were discussed. The reasons for this difference are thought to be because of the different sectors the companies belong to, different product category and their pricing strategy.

Keywords:

Sentiment analysis, text mining social media, Twitter, crisis management,

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