Sentiment Analysis and Net Brand Reputation Comparison for Electric Cars in Turkey via Youtube Comments

There are many electric vehicle users in today's Turkey. These vehicle users can share their positive or negative experiences through social media platforms. Social media analyses have an important place in measuring the reactions towards electric vehicles and understanding the perspective of the society. Within the scope of the research, based on the electric car sales ranking data in Turkey in 2023, the posts made for a total of 10 electric car brands were analysed. In the study, in order to understand consumer perception towards electric cars, sentiment analysis of YouTube comments of 10 brands was taken into consideration and net brand reputation scores were revealed. The names of the relevant electric car brands were searched as keywords on YouTube and the comments under the videos were obtained by data mining method. The comments on the brands were categorised into two classes as positive and negative. When the NBR score results calculated according to these comments are evaluated, it is determined that TOGG is the brand with the highest net brand reputation.