Author/Authors
ayan, büşra mef üniversitesi - iktisadi idari ve sosyal bilimler fakültesi - işletme bölümü, Turkey , can, mustafa istanbul üniversitesi - işletme fakültesi - işletme bölümü, Turkey , gürsoy, umman tuğba istanbul üniversitesi - işletme fakültesi - işletme bölümü, Turkey
Title Of Article
MEASURING THE EFFECTIVENESS OF SOCIAL MEDIA: AN INVESTIGATION OF COMPANIES’ TWITTER USE
شماره ركورد
45343
Abstract
The aim of this study was to measure the social media effectiveness of the leading competitors in different sectors. In this context, the feeds of Twitter users about competitors in cosmetics, marketplace and electronic sectors and the feeds shared by the companies’ corporate Twitter accounts during February 2018 were analysed using Social Media Mining method. A success ranking was made by evaluating the measurement criteria of Twitter effectiveness consisting of number of tweets, tweet value (positive, negative, neutral), follower gain, number of responses, number of retweets and number of likes. It was determined that the most successful company was from cosmetics and the lowest ranked company was from electronic sector. In order to determine tweet value, Sentiment Analysis was carried out and the number of positive tweets were found to be the highest for the companies in the cosmetics sector.
From Page
121
NaturalLanguageKeyword
Social Media , Social Media Effectiveness , Social Media Mining , Sentiment Analysis
JournalTitle
Abant Sosyal Bilimler Dergisi
To Page
146
JournalTitle
Abant Sosyal Bilimler Dergisi
Link To Document