Analysing Customer Engagement of Turkish Airlines Using Big Social Data

Fie Sternberg; Kasper Hedegaard Pedersen; Niklas Klve Ryelund; Raghava Rao Mukkamala; Ravi Vatrapu

doi:10.1109/BigDataCongress.2018.00017

Analysing Customer Engagement of Turkish Airlines Using Big Social Data

Fie Sternberg, Kasper Hedegaard Pedersen, Niklas Klve Ryelund, Raghava Rao Mukkamala, Ravi Vatrapu

Department of Digitalization

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Abstract

Companies started taking advantage of the unlocked potential of Big Social Data, however, research on airlines' use of social media is limited. This research aims to investigate to what extent Turkish Airlines can utilize their Facebook page to improve performance metrics. This study will exploit the concepts of Big Social Data, customer satisfaction, sentiment analysis to answer the research questions by employing data- and text mining, machine learning. The results showed a weak relationship between the business data and Facebook data, however, the findings provided explanations to customer behavior and showed that most of the company's Facebook users were likely to purchase a Turkish Airline ticket. Therefore, Turkish Airlines could utilize their Facebook page in the short-term to improve revenue-generating indicators such as customer satisfaction and likelihood of purchase.

Original language	English
Title of host publication	Proceedings of the 7th IEEE International Congress on Big Data : BigData Congress 2018
Editors	Shadi Ibrahim, Isaac Triguero, Bingsheng He
Number of pages	8
Place of Publication	Los Alamitos, CA
Publisher	IEEE
Publication date	2018
Pages	74-81
Article number	8457733
ISBN (Print)	9781538672334
ISBN (Electronic)	9781538672327
DOIs	https://doi.org/10.1109/BigDataCongress.2018.00017
Publication status	Published - 2018
Event	7th IEEE International Congress on Big Data. BigData Congress 2018 - San Francisco, United States Duration: 2 Jul 2018 → 7 Jul 2018 Conference number: 7 http://conferences.computer.org/bigdatacongress/2018/

Conference

Conference	7th IEEE International Congress on Big Data. BigData Congress 2018
Number	7
Country/Territory	United States
City	San Francisco
Period	02/07/2018 → 07/07/2018
Internet address	http://conferences.computer.org/bigdatacongress/2018/

Keywords

Big social data
Facebook data
Text analytics

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10.1109/BigDataCongress.2018.00017Licence: Unspecified

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Cite this

Sternberg, F., Hedegaard Pedersen, K., Ryelund, N. K., Mukkamala, R. R., & Vatrapu, R. (2018). Analysing Customer Engagement of Turkish Airlines Using Big Social Data. In S. Ibrahim, I. Triguero, & B. He (Eds.), Proceedings of the 7th IEEE International Congress on Big Data: BigData Congress 2018 (pp. 74-81). Article 8457733 IEEE. https://doi.org/10.1109/BigDataCongress.2018.00017

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title = "Analysing Customer Engagement of Turkish Airlines Using Big Social Data",

abstract = "Companies started taking advantage of the unlocked potential of Big Social Data, however, research on airlines' use of social media is limited. This research aims to investigate to what extent Turkish Airlines can utilize their Facebook page to improve performance metrics. This study will exploit the concepts of Big Social Data, customer satisfaction, sentiment analysis to answer the research questions by employing data- and text mining, machine learning. The results showed a weak relationship between the business data and Facebook data, however, the findings provided explanations to customer behavior and showed that most of the company's Facebook users were likely to purchase a Turkish Airline ticket. Therefore, Turkish Airlines could utilize their Facebook page in the short-term to improve revenue-generating indicators such as customer satisfaction and likelihood of purchase.",

keywords = "Big social data, Facebook data, Text analytics, Big social data, Facebook data, Text analytics",

author = "Fie Sternberg and {Hedegaard Pedersen}, Kasper and Ryelund, {Niklas Klve} and Mukkamala, {Raghava Rao} and Ravi Vatrapu",

year = "2018",

doi = "10.1109/BigDataCongress.2018.00017",

language = "English",

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editor = "Shadi Ibrahim and Isaac Triguero and Bingsheng He",

booktitle = "Proceedings of the 7th IEEE International Congress on Big Data",

publisher = "IEEE",

address = "United States",

note = "7th IEEE International Congress on Big Data. BigData Congress 2018 ; Conference date: 02-07-2018 Through 07-07-2018",

url = "http://conferences.computer.org/bigdatacongress/2018/",

}

Sternberg, F, Hedegaard Pedersen, K, Ryelund, NK, Mukkamala, RR & Vatrapu, R 2018, Analysing Customer Engagement of Turkish Airlines Using Big Social Data. in S Ibrahim, I Triguero & B He (eds), Proceedings of the 7th IEEE International Congress on Big Data: BigData Congress 2018., 8457733, IEEE, Los Alamitos, CA, pp. 74-81, 7th IEEE International Congress on Big Data. BigData Congress 2018, San Francisco, California, United States, 02/07/2018. https://doi.org/10.1109/BigDataCongress.2018.00017

Analysing Customer Engagement of Turkish Airlines Using Big Social Data. / Sternberg, Fie; Hedegaard Pedersen, Kasper; Ryelund, Niklas Klve et al.
Proceedings of the 7th IEEE International Congress on Big Data: BigData Congress 2018. ed. / Shadi Ibrahim; Isaac Triguero; Bingsheng He. Los Alamitos, CA: IEEE, 2018. p. 74-81 8457733.

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

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AB - Companies started taking advantage of the unlocked potential of Big Social Data, however, research on airlines' use of social media is limited. This research aims to investigate to what extent Turkish Airlines can utilize their Facebook page to improve performance metrics. This study will exploit the concepts of Big Social Data, customer satisfaction, sentiment analysis to answer the research questions by employing data- and text mining, machine learning. The results showed a weak relationship between the business data and Facebook data, however, the findings provided explanations to customer behavior and showed that most of the company's Facebook users were likely to purchase a Turkish Airline ticket. Therefore, Turkish Airlines could utilize their Facebook page in the short-term to improve revenue-generating indicators such as customer satisfaction and likelihood of purchase.

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