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Beyond Sentiment: How Social Network Analytics Can Enhance Opinion Mining and Sentiment Analysis
... Örnegin kullanıcıların pandemi sürecinde daha da ön plana çıkan e-ticaret alışverişlerinde yorum odaklı olarak satın alma gerçekleştirdigi, çogu zaman ürüne gelen pozitif yorum sayısının, ürünün fiyatındaki belli oranda yükselmeyi dahi kompanse ettigi söylenebilir (Singh, Paul, Kumar & Arfi, 2014). Işletmelerin sosyal medya üzerinden topladıgı veriler ile ürün ve/veya marka imajı hakkında fikir edinme, müşteriyi daha iyi anlayarak pazarlama stratejisini geliştirme ve ürünlerindeki potansiyel sıkıntıları belirleyerek üretim süreçlerini güncelleme gibi birçok faaliyeti gerçekleştirebilirler (Singh vd., 2014;Sun vd., 2017;Poria, Hussain & Cambria, 2018). Bunun yanı sıra işletmeler ayrıca dahili veri kabul edilen müşteri geri bildirimleri üzerinde de bu tür analizleri gerçekleştirebilmektedir. ...
... Yine DS-DA yaklaşımındaki tereddütler burada da karşımıza çıkmaktadır. CS-DA her bir cümlenin tek bir varlık hakkındaki fikirleri ifade ettigini varsayar, bu durum her ne kadar DS-DA kadar problemli olmasa da yine de analiz başarımını etkileyecektir (Pallavicini, Cipresso & Mantovani, 2017). ...
Bilgi ve iletişim teknolojilerindeki son yıllardaki çok hızlı gelişmeleri takiben internete erişebilen cihazlar artık herkes tarafından kullanılarak günlük hayatın bir parçası olmuştur. Mobil cihaz sayısındaki artış, sosyal medya dedigimiz son yıllarda insan hayatını birşekilde çevreleyen özel bir olgunun özellikle genç nüfus başta olmak üzere günlük yaşamın merkezine yerleşmesi sonucunu dogurmuştur. 2020 yılı verilerine göre Türkiye'deki 84 milyon kişinin %74 lük kısmının (62 milyon) internete baglanan bir cihaza sahip oldugu görülmektedir. Bahse konu bu kişilerin günde ortalama 7,5 saat internet başında zaman geçirdikleri ve bu süreninde 2,5 saatini sosyal medyaya ayırdıkları görülmektedir (Bayrak, 2020). Bu rakamların özellikle pandemi sürecinde daha yukarı çekildigini tahmin etmek çokta zor degildir. Çogunlukla tercih edilen sosyal agların başında Youtube, instagram, facebook, whatsapp ve twitter gelmektedir. Kullanıcıların % 96 sı sosyal medya hesapları günde en az bir defa takip ederken, % 88 lik kısmı ise en az bir paylaşım yapmaktadır (TUİK, 2020). Bu sekilde bakıldıgında sosyal medya ve ag konularının odak noktasında takip ve paylaşım konularının oldugunu söylemek yanlış olmaz. Bu iki kavram sosyal medya analitigi olarak adlandırılan özel veri analizi alanı için de temel veri kaynaklarını oluşturur. Sosyalleşme insan hayatının önemli parçalarından biridir. Sosyal medya ise yüz yüze iletişiminin aksine özellikle anonim olması sayesinde sagladıgı mahremiyet algısı ile sosyalleşme konusunda bireylere önemli bir destek saglamaktadır. Bu anonimlik durumu bireylerin çok daha paylaşımcı olması sonucunu ortaya çıkarmaktadır (Varma, Kurisinkel & Radhakrishnan, 2017; Sailunaz, Dhali-wal, Rokne & Alhajj, 2018). Sosyal medya içerigi üretme (paylaşım) konusunda twitter diger ag sitelerine göre bir adım önde görülmektedir. Youtube, facebook, instragram gibi popüler siteler ise daha çok sunulan içerigin takibi üzerine yogunlaşmışlardır.
... Source credibility for content generated on social media is particularly important as it can mitigate uncertainty associated with the content and establish trust in the information source (Chih et al., 2013). Based on SCT, a source can be perceived as more credible when it possesses greater expertise and is more trustworthy (less prone to bias) (Pallavicini et al., 2017). Drawing on SCT, scholars argue that source credibility positively affects users' engagement in the context of social media (Onofrei et al., 2022;Shaheen et al., 2019;Yuen et al., 2023). ...
This study employs thematic content analysis to explore how the content source (brand versus brands in collaboration with celebrities), content type (informative, social, and entertaining), and content format (videos, links, photos, and text) shape customer engagement on Twitter. It also aims to unpack the user-generated content (UGC) patterns and users’ attitudinal and behavioral reactions in response to brand-generated content (BGC). Using 5086 tweets generated by a brand and 4676 brand-related tweets generated by users, the findings demonstrate a significant increase in user engagement with the content generated by brands in collaboration with a celebrity compared to the content generated solely by the brand regardless of the content type. The findings also reveal that social and entertaining content attracts more user engagement than informative content. Users tend to engage more with tweets containing images than tweets containing videos or links. The findings further illustrate that most users' brand-related content is in the 'mention' style, and most users' comments include negative behavior-related content. Our findings provide marketing managers with actionable insights into monitoring and managing brand-related social media content.
... Star Wars is a kind of pop-culture phenomenon, 5 with a saga of 9 episodes that started back in 1977 and fans all over the world. For Star Wars fans, using social media is yet another way to satisfy their "need to belong" to the community (Pallavicini et al. 2017), together with using other specialized media such as blogs, YouTube channels, Reddit, Instagram or other fan organizations, where they establish strong ties in their interpersonal relationships. 6 It is likely that such a community, when using Twitter, feels more aggrieved than amused while criticizing the film, so the content of their sarcastic tweets tends to be much more negative in nature, expressing the fans' disenchantment with the film. ...
Sentiment analysis is a natural language processing task that has received increased attention in the last decade due to the vast amount of opinionated data on social media platforms such as Twitter. Although the methodologies employed have grown in number and sophistication, analysing irony and sarcasm still poses a severe problem. From the linguistic perspective, sarcasm has been studied in discourse analysis from several perspectives, but little attention has been given to specific metrics that measure its relevance. In this paper we describe the creation of a manually-annotated dataset where detailed text markers are included. This dataset is a sample from a larger corpus of tweets (n= 76,764) on two highly controversial films: Cats and Star Wars: The Rise of Skywalker. We took two different samples for each film, one before and one after their release, to compare reception and presence of sarcasm. We then used a sentiment analysis tool to measure the impact of sarcasm in polarity detection and then manually classified the mechanisms of sarcasm generation. The resulting corpus will be useful for machine learning approaches to sarcasm detection as well as discourse analysis studies on irony and sarcasm.
... Source credibility theory [38] identifies source expertise and trustworthiness as key elements that affect information credibility. Whether a message sender is perceived as highly credible is determined by others' evaluation of their knowledge, occupation, social training, or experience [39]. In the web-based environment, such evaluations are based on the social cues provided by the contributor in the site network, such as gender, education level, profession, and the number of followers. ...
Background: Social question-and-answer (Q&A) sites have become an important venue for individuals to obtain and share human papillomavirus (HPV) vaccine knowledge.
Objective: This study aims to examine how different features of an HPV vaccine–related answer are associated with users’ response behaviors on social Q&A websites.
Methods: A total of 2953 answers and 270 corresponding questions regarding the HPV vaccine were collected from a leading Chinese social Q&A platform, Zhihu. Three types of key features, including content, context, and contributor, were extracted and coded. Negative binomial regression models were used to examine their impact on the vote and comment count of an HPV vaccine–related answer.
Results: The findings showed that both content length and vividness were positively related to the response behaviors of HPV vaccine–related answers. In addition, compared with answers under the question theme benefits and risks, answers under the question theme vaccination experience received fewer votes and answers under the theme news opinions received more votes but fewer comments. The effects of characteristics of contributors were also supported, suggesting that answers from a male contributor with more followers and no professional identity would attract more votes and comments from community members. The significant interaction effect between content and context features further showed that long and vivid answers about HPV vaccination experience were more likely to receive votes and comments of users than those about benefits and risks.
Conclusions: The study provides a complete picture of the underlying mechanism behind response behaviors of users toward HPV vaccine–related answers on social Q&A websites. The results help health community organizers develop better strategies for building and maintaining a vibrant web-based community for communicating HPV vaccine knowledge.
The process of residential energy retrofitting needs to be advanced, especially in the hot summer and cold winter (HSCW) zone of China. Good cooperation from homeowners is the key to the smooth project implementation. Some studies have identified four categories of information as important factors affecting homeowners' decision-making in retrofitting. Such information can improve homeowners' cooperation to some extent. This paper investigates the nature of this influence mechanism of retrofitting information, so as to stimulate homeowners' cooperation. The authors, first, explain how the direct relationship between information and homeowners' level of cooperation is validated. Second, under the mediation role of risk perception, we verify the indirect influence of such information. Third, we analyse the variation in the strength of the relationships between information and homeowners' cooperation under the influence of source credibility. It is concluded that providing information on retrofitting benefits and service is more effective for improving homeowners’ cooperation. The integrity of building quality information and the understandability, to the homeowners, of technology information need to be considered. Priority should be given to the sources of expert knowledge and published resources, because they are perceived by homeowners to be relatively credible. Policy suggestions are proposed based on the results.
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