مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

نقش هویت تیمی و تحلیل احساس هواداران باشگاه‌های فوتبال ایران در رسانه اجتماعی توییتر با پردازش زبان طبیعی

نوع مقاله : استخراج از رساله دکتری

نویسندگان
لیلا حیدری 1
نجف آقایی 2
حسین اکبری یزدی 2
1 دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران
2 گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران ایران
JABM.3.2.15564.35887879085849695
چکیده
مقدمه: پردازش زبان طبیعی یکی از زیر شاخه‌های مهم هوش مصنوعی است که به رایانه کمک می‌کند تا زبان انسان را درک و تفسیر کند. هدف این پژوهش شناسایی و درک‌ ‌احساسات ابراز‌ ‌‌شده توسط هواداران فوتبال در توییتر، به‌ویژه پس از رویدادهای خاص مانند لیگ برتر و ارائه مدل بر اساس سطح هویت تیمی آنان بود.

روش پژوهش: پژوهش حاضر به لحاظ هدف از نوع پژوهش‌های کاربردی و از نظر ماهیت از نوع پژوهش‌های توصیفی ـ تحلیلی است. جامعه آماری شامل کلیه توییت‌های منتشر شده در توییتر توسط هواداران باشگاه‌های حاضر در لیگ برتر فوتبال 1401-1400 ایران بود. از اینرو 5560 توییت بعد از 120 بازی نیم فصل دوم لیگ برتر فوتبال جمع‌آوری شد. واژگان خاص و طبقه‌بندی ‌کننده‌ احساسات بر پایه هوش مصنوعی (فرهنگ لغت وادر) در محیط پایتون به عنوان ابزار تحلیل احساس استفاده شد. مدل رگرسیونی جهت پیش‌بینی احساسات هواداران بکار گرفته شد.

یافته‌ها: نتایج پردازش زبان طبیعی نشان داد احساسات مثبت بیشترین احساس بیان شده توسط هواداران بود. مدل رگرسیونی احساسات هواداران را بر اساس عواملی مانند سطح هویت تیمی و نتیجه برد و باخت بازی پیش‌بینی کرد و مدل مفهومی پژوهش تأیید شد.

نتیجه‌گیری: این مطالعه می‌تواند مورد استفاده مدیران رسانه‌ای و بازاریابی تیم‌هایی که به دنبال درک عمیق‌تری از پویایی‌های عاطفی هواداران فوتبال هستند؛ قرار گیرد.
کلیدواژه‌ها
داده‌ کاوی
لیگ برتر
محتوای تولید شده توسط کاربر
هوش مصنوعی

موضوعات

عنوان مقاله English

The Role of Team Identification and Sentiment Analysis of Iranian Football Clubs’ Fans in Twitter Social Media with Natural Language Processing

نویسندگان English

Leila Heidari 1
Najaf Aghaei 2
Hossein Akbari Yazdi 2
1 Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran
2 Department of Sport Management, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran
چکیده English

Introduction: Natural Language Processing (NLP) is a vital subfield of artificial intelligence that helps computers understand and interpret human language. The purpose of this research was to identify and understand the sentiments expressed by football fans on Twitter, especially after special events such as the Premier League, and to present a model based on their team identification level.

Methods: The current research is applied research in terms of its purpose and descriptive-analytical research in terms of its nature. The statistical population included all the tweets generated on Twitter by the fans of the clubs present in the 2021/22 Iranian Premier Football League. Therefore, 5560 tweets were collected after 120 games of the second-half season of the Premier Football League. Special Lexicon and sentiment classifiers based on artificial intelligence (VADER dictionary) were used in a Python environment as a sentiment analysis tool. A Regression model was used to predict fans'' sentiments.

Results: The results of natural language processing showed that positive sentiments were the most expressed emotions by fans. The regression model predicted fans'' sentiments based on factors such as the level of team identification and the result of winning and losing the game, and the conceptual model of the research was confirmed.

Conclusion: This study can be used by media and marketing managers of teams who seek a deeper understanding of the emotional dynamics of football fans.

کلیدواژه‌ها English

artificial intelligence
data mining
premier league
user-generated content
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