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Social Media Analytics in Comments of Multiple Vehicle Brands on Social Networking Sites in Thailand

机译：泰国社交网站的多车辆品牌评论中的社交媒体分析

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This paper proposes data analytics in comments of multiple vehicle brands by using Social Media Analytics (SMA), which collects data from social networking sites. Generally, it can intensively evaluate the information to make business decisions and find trends or some significance. However, Google research has shown that vehicle companies should study consumer behaviors from the Internet when people decide to buy a new car. Therefore, SMA can lead to creating motivation or a strategy for the business model. This research investigates the use of comments on social networking sites to analyze the relationship model of car purchase decisions of consumers in Thailand that relate to public relations, marketing, awareness, and the company's brand value. We use the principles of the online social data analysis process, which are 1) Capture 2) Understanding 3) Presenting and is called the CUP framework, by collecting 76,331 comments on ten vehicle brands. Finally, the results show that the positive sentiment has a suitable average to be more than 69.85%, and the average negative sentiment should not exceed 30.15%. This result may help the automobile business entrepreneurs to determine the guidelines for marketing activities in the vehicle industry in Thailand.
机译：本文通过使用社交媒体分析（SMA）提出了多车辆品牌评论中的数据分析，从社交网站收集数据。通常，它可以集中评估信息，以制定业务决策并找到趋势或意义。然而，谷歌研究表明，当人们决定购买新车时，车辆公司应该从互联网上学习消费者行为。因此，SMA可能导致创造业务模式的动机或战略。本研究调查了对社交网站上的评论来分析泰国消费者汽车购买决策的关系模型，与公共关系，营销，意识和公司的品牌价值有关。我们使用了在线社交数据分析过程的原则，其中1）捕获2）理解3）提出并被称为杯架框架，通过收集10个车辆品牌的评论来了解76,331条评论。最后，结果表明，阳性情绪具有39.85％的合适平均值，平均阴性情绪不应超过30.15％。这一结果可以帮助汽车商业企业家确定泰国车辆行业的营销活动指导方针。

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