Event management and event analysis with social networking data example of sentiment analysis with Rock'n Coke Festival's Twitter data

The use of social media tools for today's consumer has become indispensable. Consumers express their needs and expectations freely through social media. Social media affects consumers' access to information, communication, entertainment, self-expression and socialization. For this reason, brands should follow social media. The entertaining, informative and sharing aspects of social media are an important means of promotion for the owner of the event; while motivating consumers. Positive negative comments of consumers on social media have a decisive impact on consumers' perceptions about brands. Twitter, a social media tool, connects consumers to talk about the same topic. Here, consumers who share their thoughts and common interests form raw data (big data) for brands. This research is about the interpretation of the tweets about the Rock'n Coke Festival by sentiment analysis. The thesis consists of four sections. In the first section, the concept of event, types of events, stakeholders of events are explained. The second section is about event management. The third section describes the sentiment analysis of the Rock'n Coke Festival with Twitter data. The fourth section is conclusion. The data obtained were analyzed on the basis of being positive, negative and neutral by using the tweets that were tweeted about the Rock'n Coke Festival and they were subjected to sentiment analysis. The reasons of the negative effect on the rates of tweets entered were explained. The results obtained from this research have made important implications for the importance of the administrative process of the event, the communication that the brand wants to establish with the young generation who are the target audience, and the use of Twitter, the social media tool of the activity consumer. Keywords: Event, Festival, Event consumer, Twitter, Sentiment analysis