| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Kemppainen, Tiina", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Majala, Emma", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-05-14T12:23:00Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-05-14T12:23:00Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/102010", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ruokabr\u00e4ndien merkitys kuluttajien p\u00e4\u00e4t\u00f6ksenteossa ja p\u00e4ivitt\u00e4isess\u00e4 el\u00e4m\u00e4ss\u00e4 on kasvanut viime vuosina. Kuluttajien lis\u00e4\u00e4ntynyt tietoisuus ymp\u00e4rist\u00f6n\u00e4k\u00f6kulmista, tuoteturvallisuudesta ja eettisist\u00e4 k\u00e4yt\u00e4nn\u00f6ist\u00e4 on vaikuttanut br\u00e4ndien markkinointistrategioihin. Sosiaalinen media on mahdollistanut br\u00e4ndeille suoran yhteyden kuluttajiin ja tarjoaa tehokkaan tavan jakaa tietoa tuotteista sek\u00e4 rakentaa henkil\u00f6kohtaisempia suhteita.\n Tunnettuus on keskeinen tekij\u00e4 ruokabr\u00e4ndeille, koska se vaikuttaa suoraan kuluttajien ostop\u00e4\u00e4t\u00f6ksiin ja br\u00e4ndin menestykseen markkinoilla. Tunnettu br\u00e4ndi erottuu kilpailijoistaan ja luo kuluttajille positiivisia mielikuvia laadusta, luotettavuudesta ja makuel\u00e4myksist\u00e4. Tunnettuuden avulla br\u00e4ndit voivat saavuttaa etuly\u00f6ntiaseman ostop\u00e4\u00e4t\u00f6ksiss\u00e4, sill\u00e4 kuluttajat k\u00e4ytt\u00e4v\u00e4t tunnettuutta heuristiikkana, erityisesti matalan sitoutumisen tuotteiden kohdalla.\n T\u00e4ss\u00e4 tutkielmassa tutkitaan sit\u00e4, millaisia toimenpiteit\u00e4 ruokabr\u00e4ndit k\u00e4ytt\u00e4v\u00e4t tunnettuutensa kehitt\u00e4miseen sosiaalisessa mediassa. Lis\u00e4ksi selvit\u00e4\u00e4n millaiset sosiaalisen median sis\u00e4ll\u00f6t toimivat parhaiten, kun tunnettuutta halutaan kehitt\u00e4\u00e4. Tutkimus toteutettiin laadullisena tutkimuksena. Aineisto ker\u00e4ttiin haastattelemalla ruokabr\u00e4ndien markkinointip\u00e4\u00e4llik\u00f6it\u00e4, sek\u00e4 br\u00e4nditalon digitaalisen markkinoinnin p\u00e4\u00e4llikk\u00f6\u00e4 ja markkinointijohtajaa.\n Tutkimuksen tulokset osoittavat, ett\u00e4 ruokabr\u00e4ndit k\u00e4ytt\u00e4v\u00e4t tunnettuuden kasvattamiseen sosiaalisessa mediassa erityisesti nelj\u00e4\u00e4 p\u00e4\u00e4toimenpidett\u00e4: sis\u00e4lt\u00f6strategiaa, vaikuttajamarkkinointia, maksettua mainontaa ja kanavakohtaisia ratkaisuja. N\u00e4m\u00e4 aineistosta tunnistetut teemat ovat samanlai-sia aiemman tutkimuksen kanssa. Sosiaalisen median sis\u00e4ll\u00f6ist\u00e4 toimivimpina t\u00e4m\u00e4n tavoitteen saavuttamiseksi n\u00e4hd\u00e4\u00e4n osallistavat sis\u00e4ll\u00f6t, videoformaatti, br\u00e4ndin aitouden esiintuominen sek\u00e4 maistamiseen kannustaminen. Aiemmat tutkimukset aiheesta tukevat t\u00e4m\u00e4n tutkimuksen tuloksia.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-05-14T12:23:00Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-05-14T12:23:00Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "61", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Ruokabr\u00e4ndin tunnettuuden kehitt\u00e4minen sosiaalisen median avulla", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202505144253", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
|