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[{"key": "dc.contributor.advisor", "value": "V\u00e4nttinen, Minttu", "language": null, "element": "contributor", "schema": "dc", "qualifier": "advisor"}, {"key": "dc.contributor.author", "value": "Salonen, Emmi", "language": null, "element": "contributor", "schema": "dc", "qualifier": "author"}, {"key": "dc.date.accessioned", "value": "2025-04-30T05:44:00Z", "language": null, "element": "date", "schema": "dc", "qualifier": "accessioned"}, {"key": "dc.date.available", "value": "2025-04-30T05:44:00Z", "language": null, "element": "date", "schema": "dc", "qualifier": "available"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "schema": "dc", "qualifier": "issued"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/101693", "language": null, "element": "identifier", "schema": "dc", "qualifier": "uri"}, {"key": "dc.description.abstract", "value": "Markkinoinnista sosiaalisessa mediassa on vuosien saatossa tullut entist\u00e4 t\u00e4rke\u00e4mp\u00e4\u00e4 yritysten ja organisaatioiden n\u00e4kyvyyden lis\u00e4\u00e4misess\u00e4 ja uusien fanien saamisessa. T\u00e4m\u00e4n trendin takia j\u00e4\u00e4kiekkoliigat, kuten suomalainen SM-liiga ja pohjoisamerikkalainen NHL, ovat molemmat avanneet sosiaalisen median tilej\u00e4. T\u00e4m\u00e4n tutkielman tarkoituksena oli l\u00f6yt\u00e4\u00e4 m\u00e4\u00e4r\u00e4llisi\u00e4 eroja eri liigojen Instagram-julkaisujen v\u00e4lill\u00e4. Lis\u00e4ksi on k\u00e4ytetty temaattista analyysia tuomaan esiin temaattisia eroja liigojen julkaisuissa. \n\nTutkimustulokset osoittivat, ett\u00e4 liigojen v\u00e4lisiss\u00e4 julkaisutyyleiss\u00e4 oli huomattavia eroja. NHL keskittyi pitk\u00e4lti yksitt\u00e4isten pelaajien mainostamiseen, ja he my\u00f6s hy\u00f6dynsiv\u00e4t julkisuudenhenkil\u00f6iden tuomaa huomiota. Pelaajien ja fanien v\u00e4list\u00e4 vuorovaikutusta sek\u00e4 fanien itse tekem\u00e4\u00e4 sis\u00e4lt\u00f6\u00e4 my\u00f6s julkaistiin NHL:n tilill\u00e4 melko paljon, mutta ei ollenkaan Liigan tilill\u00e4. Joukkuetasolla tilien julkaisuissa oli samankaltaisuuksia. Molemmat tilit keskittyiv\u00e4t edellisen kauden voittajiin (Tappara ja Florida Panthers) ja uusiin joukkueisiin (Kiekko-Espoo ja Utah Hockey Club). Kaiken kaikkiaan NHL julkaisi huomattavasti enemm\u00e4n sis\u00e4lt\u00f6\u00e4 (264 julkaisua) tutkitun viikon aikana verrattuna Liigaan (100 julkaisua). Julkaisutyylien eron voi selitt\u00e4\u00e4 kulttuuriset erot suomalaisen ja pohjoisamerikkalaisten v\u00e4lill\u00e4. Tutkielma tuo osaltaan uutta sosiaalisen median markkinointiin koskevaa tietoa, jota voidaan hy\u00f6dynt\u00e4\u00e4 urheiluseurojen ja -liigojen mainostamisessa.", "language": "fi", "element": "description", "schema": "dc", "qualifier": "abstract"}, {"key": "dc.description.abstract", "value": "", "language": "en", "element": "description", "schema": "dc", "qualifier": "abstract"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2025-04-30T05:44:00Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "schema": "dc", "qualifier": "provenance"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-04-30T05:44:00Z (GMT). No. of bitstreams: 0\n Previous issue date: 2025", "language": "en", "element": "description", "schema": "dc", "qualifier": "provenance"}, {"key": "dc.format.extent", "value": "25", "language": null, "element": "format", "schema": "dc", "qualifier": "extent"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "schema": "dc", "qualifier": "iso"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "schema": "dc", "qualifier": null}, {"key": "dc.subject.other", "value": "social media marketing", "language": null, "element": "subject", "schema": "dc", "qualifier": "other"}, {"key": "dc.subject.other", "value": "consumer generated content", "language": null, "element": "subject", "schema": "dc", "qualifier": "other"}, {"key": "dc.subject.other", "value": "NHL", "language": null, "element": "subject", "schema": "dc", "qualifier": "other"}, {"key": "dc.subject.other", "value": "Liiga", "language": null, "element": "subject", "schema": "dc", "qualifier": "other"}, {"key": "dc.title", "value": "A comparison of the social media behavior between the NHL and Liiga", "language": null, "element": "title", "schema": "dc", "qualifier": null}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "schema": "dc", "qualifier": null}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202504303571", "language": null, "element": "identifier", "schema": "dc", "qualifier": "urn"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "schema": "dc", "qualifier": "faculty"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "schema": "dc", "qualifier": "faculty"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "schema": "dc", "qualifier": "department"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "schema": "dc", "qualifier": "department"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": null, "element": "contributor", "schema": "dc", "qualifier": "organization"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": null, "element": "contributor", "schema": "dc", "qualifier": "organization"}, {"key": "dc.subject.discipline", "value": "Englannin kieli", "language": "fi", "element": "subject", "schema": "dc", "qualifier": "discipline"}, {"key": "dc.subject.discipline", "value": "English", "language": "en", "element": "subject", "schema": "dc", "qualifier": "discipline"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "schema": "dc", "qualifier": "coar"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": "fi", "element": "rights", "schema": "dc", "qualifier": "copyright"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "schema": "dc", "qualifier": "accesslevel"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "schema": "dc", "qualifier": "publication"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "j\u00e4\u00e4kiekko", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "blogit", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "schema": "dc", "qualifier": "url"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "schema": "dc", "qualifier": "accessibilityfeature"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "schema": "dc", "qualifier": "accessibilityfeature"}]
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