The course of smart home technology in Türkiye: an analysis of digital media conversations with a social listening approach

Abstract

This study aims to examine consumer perceptions and attitudes toward the smart home technologies in Türkiye over the last three years through social media posts. The study evaluated the Turkish user content on popular social networks such as Twitter, Instagram and Facebook, as well as news sites, forums and blogs, using big data analysis and social listening techniques. The findings reveal that the primary motivations for consumers adopting smart home systems are the desire to improve comfort, save energy, enhance security and stay up to date on technological innovations. On the other hand, the barriers such as perceived high costs, data security and privacy concerns, complexity and technical issues appear to hinder adoption. The study sheds light on the current state and future of the smart home ecosystem and offers recommendations for manufacturers and service providers to develop consumer-focused marketing and communication strategies. By analyzing the social listening data spanning three years and encompassing the entire smart home ecosystem, it aims to provide an in-depth and holistic perspective. This will provide useful insights for marketers, product managers and researchers in understanding the progress of the smart home market in Türkiye and the consumer adoption process. Unlike survey-based studies that rely on self-reported attitudes, this research analyzes naturally occurring online discourse through large-scale social listening data, offering a longitudinal and behavior-driven perspective on consumer perceptions of smart home technologies.