Research Article
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Data Mining in Sports Marketing: The Example of Data Mining and Derby Match on Twitter

Year 2022, Issue: 6, 37 - 46, 31.12.2022

Habib Mehmet Akpınar

https://doi.org/10.52693/jsas.1214612

Abstract

The development of technology and the widespread use of the internet by smartphones have played a significant role in the emergence of social media platforms. Social media has become one of the essential tools of daily life in terms of communication. Especially for brands, it is vital to understand users' content and determine marketing communication strategies accordingly. Within the scope of the research, 49258 tweets with the #GSvBJK hashtag, determined for the Galatasaray - Beşiktaş derby match, were examined to understand the fans, one of the crucial stakeholders of sports consumption. R programming language and software named RStudio and a code package named academictwite were used to collect the data. The hashtag and emoji data analysis was performed for the relevant parts. For groups of words, called ngrams, that repeat together, 2-ngrams and 3-ngrams are included in the study. According to the results of the research, it has been concluded that the majority of tweets posted in the derby are composed of illegal broadcasting and illegal betting sites. In addition, the research results are presented by visualizing a word cloud.

Keywords

social media r programming language twitter

References

  • [1] C. Wyrwoll, “User-Generated Content”, içinde Social Media: Fundamentals, Models, and Ranking of User-Generated Content, C. Wyrwoll, Ed. Wiesbaden: Springer Fachmedien, 2014, ss. 11-45. doi: 10.1007/978-3-658-06984-1_2.
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  • [3] M. Luca, “Chapter 12 - User-Generated Content and Social Media”, içinde Handbook of Media Economics, c. 1, S. P. Anderson, J. Waldfogel, ve D. Strömberg, Ed. North-Holland, 2015, ss. 563-592. doi: 10.1016/B978-0-444-63685-0.00012-7.
  • [4] A. J. Kim ve K. K. P. Johnson, “Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook”, Computers in Human Behavior, c. 58, ss. 98-108, May. 2016, doi: 10.1016/j.chb.2015.12.047.
  • [5] A. N. Smith, E. Fischer, ve C. Yongjian, “How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?”, Journal of Interactive Marketing, c. 26, sy 2, ss. 102-113, May. 2012, doi: 10.1016/j.intmar.2012.01.002.
  • [6] E. Moriuchi, Social media marketing: Strategies in utilizing consumer-generated content. Business Expert Press, 2019.
  • [7] R. C. Team, “R: A language and environment for statistical computing. R Foundation for Statistical Computing, Vienna, Austria”, http://www. R-project. org/, 2013. [8] Rs. Team, “RStudio: integrated development for R. RStudio”, Inc., Boston, MA, c. 700, s. 879, 2015.
  • [9] C. Barrie ve J. C. Ho, “academictwitteR: an R package to access the Twitter Academic Research Product Track v2 API endpoint”, Journal of Open Source Software, c. 6, sy 62, s. 3272, 2021. [10] “Twitter API Documentation”. https://developer.twitter.com/en/docs/twitter-api (erişim 20 Kasım 2022).
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  • [12] H. Wickham ve L. Henry, “tidyr: Tidy Messy Data. R package version 1.1. 2”, CRAN. R-project. org/package= tidyr, 2020.
  • [13] I. Feinerer ve H. K. Tm, “Text Mining Package. R package version 0.7-7. 2019”. 2020.
  • [14] I. Feinerer, K. Hornik, ve D. Meyer, “Text Mining Infrastructure in R”, Journal of Statistical Software, c. 25, ss. 1-54, Mar. 2008, doi: 10.18637/jss.v025.i05.
  • [15] H. Wickham ve RStudio, “stringr: Simple, Consistent Wrappers for Common String Operations”. 20 Ağustos 2022. Erişim: 20 Kasım 2022. [Çevrimiçi]. Erişim adresi: https://CRAN.R- project.org/package=stringr
  • [16] H. Wickham, M. Girlich, ve RStudio, “tidyr: Tidy Messy Data”. 08 Eylül 2022. Erişim: 20 Kasım 2022. [Çevrimiçi]. Erişim adresi: https://CRAN.R-project.org/package=tidyr
  • [17] J. Silge ve D. Robinson, “Text mining and analysis using tidy data principles in r”, J. Soc. Struct, sy 1.
  • [18] K. Müller ve H. Wickham, “Tibble: Simple data frames”. 2019.
  • [19] H. Wickham, R. François, L. Henry, ve K. Müller, “dplyr: A Grammar of Data Manipulation. R package version 0.4. 3”, R Found. Stat. Comput., Vienna. https://CRAN. R-project. org/package= dplyr, 2015.
  • [20] D. Lang ve G. Chien, “wordcloud2: Create Word Cloud by’htmlwidget’. R package version 0.2. 1”. 2018.
  • [21] W. Chang, “Webshot: Take screenshots of web pages”, R package version, c. 5, 2017.
  • [22] R. Vaidyanathan, Y. Xie, J. Allaire, J. Cheng, ve K. Russell, “htmlwidgets: HTML Widgets for R. R package version 1.5. 1”. 2019.
  • [23] H. Wickham, “Package ‘ggplot2’: elegant graphics for data analysis”, Springer-Verlag New York. doi, c. 10, ss. 978-0, 2016.
  • [24] P. Schauberger ve A. Walker, “openxlsx: read, write and edit xlsx files (R package version 4.2. 3)”. 2020.
  • [25] A. Dragulescu ve C. Arendt, “xlsx: Read, Write, Format Excel 2007 and Excel 97/20 0 0/XP/20 03 Files. R package version 0.6. 5”. 2020.

Spor Pazarlamasında Veri Madenciliği: Twitter’da Veri Madenciliği ve Derbi Örneği

Year 2022, Issue: 6, 37 - 46, 31.12.2022

Habib Mehmet Akpınar

https://doi.org/10.52693/jsas.1214612

Abstract

Teknolojinin gelişmesi, internetin kullanımının akıllı telefonlar sayesinde yaygınlaşması sosyal medya platformlarında ortaya çıkmasında büyük rol oynamıştır. Sosyal medya günlük yaşamın iletişim açısından değerlendirildiğinde en önemli araçlarından biri haline gelmiştir. Özellikle markalar için kullanıcıların üretmiş oldukları içerikleri anlamak ve pazarlama iletişimi stratejilerini buna göre belirlemek son derece önemlidir. Araştırma kapsamında spor tüketiminin önemli paydaşlarından biri olan taraftarları anlamak adına Galatasaray – Beşiktaş derbi karşılaşması için belirlenen #GSvBJK hastaghiyle atılmış 49258 tweet incelenmiştir. Verilerin toplanmasında R programlama dili ve RStudio isimli yazılım ile academictwitte, isimli kod paketi kullanılmıştır. Hashtag (etiket) ve emoji verilerinde ise ilgili kısımlara yönelik analiz yapılmıştır. Ngram adı verilen birbirleriyle bir arada tekrar eden kelime grupları için 2’li ngram ve 3’lü ngramlara çalışmada yer verilmiştir. Araştırmanın sonuçlarına göre derbide atılan tweetlerin büyük çoğunluğunu kaçak yayın ve yasadışı bahis sitelerinin oluşturduğu sonucuna ulaşılmıştır. Ayrıca araştırma sonuçları kelime bulutu ile görselleştirilerek sunulmuştur.

Keywords

sosyal medya r programlama dili twitter

References

  • [1] C. Wyrwoll, “User-Generated Content”, içinde Social Media: Fundamentals, Models, and Ranking of User-Generated Content, C. Wyrwoll, Ed. Wiesbaden: Springer Fachmedien, 2014, ss. 11-45. doi: 10.1007/978-3-658-06984-1_2.
  • [2] hannahcurrey, “DIGITAL 2022: ANOTHER YEAR OF BUMPER GROWTH”, We Are Social UK, 26 Ocak 2022. https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/ (erişim 20 Kasım 2022).
  • [3] M. Luca, “Chapter 12 - User-Generated Content and Social Media”, içinde Handbook of Media Economics, c. 1, S. P. Anderson, J. Waldfogel, ve D. Strömberg, Ed. North-Holland, 2015, ss. 563-592. doi: 10.1016/B978-0-444-63685-0.00012-7.
  • [4] A. J. Kim ve K. K. P. Johnson, “Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook”, Computers in Human Behavior, c. 58, ss. 98-108, May. 2016, doi: 10.1016/j.chb.2015.12.047.
  • [5] A. N. Smith, E. Fischer, ve C. Yongjian, “How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?”, Journal of Interactive Marketing, c. 26, sy 2, ss. 102-113, May. 2012, doi: 10.1016/j.intmar.2012.01.002.
  • [6] E. Moriuchi, Social media marketing: Strategies in utilizing consumer-generated content. Business Expert Press, 2019.
  • [7] R. C. Team, “R: A language and environment for statistical computing. R Foundation for Statistical Computing, Vienna, Austria”, http://www. R-project. org/, 2013. [8] Rs. Team, “RStudio: integrated development for R. RStudio”, Inc., Boston, MA, c. 700, s. 879, 2015.
  • [9] C. Barrie ve J. C. Ho, “academictwitteR: an R package to access the Twitter Academic Research Product Track v2 API endpoint”, Journal of Open Source Software, c. 6, sy 62, s. 3272, 2021. [10] “Twitter API Documentation”. https://developer.twitter.com/en/docs/twitter-api (erişim 20 Kasım 2022).
  • [11] “Twitter API for Academic Research | Products”. https://developer.twitter.com/en/products/twitter-api/academic-research (erişim 20 Kasım 2022).
  • [12] H. Wickham ve L. Henry, “tidyr: Tidy Messy Data. R package version 1.1. 2”, CRAN. R-project. org/package= tidyr, 2020.
  • [13] I. Feinerer ve H. K. Tm, “Text Mining Package. R package version 0.7-7. 2019”. 2020.
  • [14] I. Feinerer, K. Hornik, ve D. Meyer, “Text Mining Infrastructure in R”, Journal of Statistical Software, c. 25, ss. 1-54, Mar. 2008, doi: 10.18637/jss.v025.i05.
  • [15] H. Wickham ve RStudio, “stringr: Simple, Consistent Wrappers for Common String Operations”. 20 Ağustos 2022. Erişim: 20 Kasım 2022. [Çevrimiçi]. Erişim adresi: https://CRAN.R- project.org/package=stringr
  • [16] H. Wickham, M. Girlich, ve RStudio, “tidyr: Tidy Messy Data”. 08 Eylül 2022. Erişim: 20 Kasım 2022. [Çevrimiçi]. Erişim adresi: https://CRAN.R-project.org/package=tidyr
  • [17] J. Silge ve D. Robinson, “Text mining and analysis using tidy data principles in r”, J. Soc. Struct, sy 1.
  • [18] K. Müller ve H. Wickham, “Tibble: Simple data frames”. 2019.
  • [19] H. Wickham, R. François, L. Henry, ve K. Müller, “dplyr: A Grammar of Data Manipulation. R package version 0.4. 3”, R Found. Stat. Comput., Vienna. https://CRAN. R-project. org/package= dplyr, 2015.
  • [20] D. Lang ve G. Chien, “wordcloud2: Create Word Cloud by’htmlwidget’. R package version 0.2. 1”. 2018.
  • [21] W. Chang, “Webshot: Take screenshots of web pages”, R package version, c. 5, 2017.
  • [22] R. Vaidyanathan, Y. Xie, J. Allaire, J. Cheng, ve K. Russell, “htmlwidgets: HTML Widgets for R. R package version 1.5. 1”. 2019.
  • [23] H. Wickham, “Package ‘ggplot2’: elegant graphics for data analysis”, Springer-Verlag New York. doi, c. 10, ss. 978-0, 2016.
  • [24] P. Schauberger ve A. Walker, “openxlsx: read, write and edit xlsx files (R package version 4.2. 3)”. 2020.
  • [25] A. Dragulescu ve C. Arendt, “xlsx: Read, Write, Format Excel 2007 and Excel 97/20 0 0/XP/20 03 Files. R package version 0.6. 5”. 2020.
There are 23 citations in total.

Details

Primary Language Turkish
Subjects Finance
Journal Section Research Articles
Authors

Habib Mehmet Akpınar 0000-0002-7035-4168

Early Pub Date December 28, 2022
Publication Date December 31, 2022
Published in Issue Year 2022 Issue: 6

Cite

IEEE H. M. Akpınar, “Spor Pazarlamasında Veri Madenciliği: Twitter’da Veri Madenciliği ve Derbi Örneği”, JSAS, no. 6, pp. 37–46, December 2022, doi: 10.52693/jsas.1214612.
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