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[{"key": "dc.contributor.advisor", "value": "Siitonen, Marko", "language": null, "element": "contributor", "schema": "dc", "qualifier": "advisor"}, {"key": "dc.contributor.author", "value": "Anttila, Essi", "language": null, "element": "contributor", "schema": "dc", "qualifier": "author"}, {"key": "dc.date.accessioned", "value": "2025-05-22T07:26:30Z", "language": null, "element": "date", "schema": "dc", "qualifier": "accessioned"}, {"key": "dc.date.available", "value": "2025-05-22T07:26:30Z", "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/123456789/102663", "language": null, "element": "identifier", "schema": "dc", "qualifier": "uri"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media on keskeinen osa nykyp\u00e4iv\u00e4n br\u00e4ndiviestint\u00e4\u00e4, ja yrityksen hy\u00f6dynt\u00e4v\u00e4t sit\u00e4 br\u00e4ndi-identiteettins\u00e4 rakentamisessa sek\u00e4 kuluttajien sitouttamisessa. T\u00e4ss\u00e4 tutkielmassa tarkastellaan, kuinka globaaleilla markkinoilla toimiva, suomalainen design-yritys, Marimekko, rakentaa br\u00e4ndi-identiteetti\u00e4\u00e4n Instagram-alustalla hy\u00f6dynt\u00e4en eri viestinn\u00e4n keinoja, ja kuinka yritys tuo suomalaista taustaansa esiin. Tutkimuksen tavoitteena on tunnistaa julkaisujen keskeiset diskurssit ja analysoida niiden vaikutusta yrityksen br\u00e4ndi-identiteetin rakentamiseen.\nKoska Instagram-julkaisut ovat multimodaalisia, tutkimuksessa hy\u00f6dynnet\u00e4\u00e4n multimodaalista diskurssianalyysia (MDA) tarkastellen, kuinka visuaaliset, tekstuaaliset ja vuorovaikutteiset elementit yhdess\u00e4 muodostavat Marimekon digitaalisen br\u00e4ndiviestinn\u00e4n ytimen. Aineisto koostuu 55 Instagram-postauksesta vuosilta 2023-2024, ja analyysissa tutkitaan kuvien ja tekstien merkityksi\u00e4 sek\u00e4 n\u00e4iden yhteyksi\u00e4 toisiinsa.\nTutkimuksessa tunnistettiin kuusi keskeist\u00e4 diskurssia: Behind-the-scenes, Community-building, Traditional adveritising, Sustainability, Cozy, everyday luxury ja Diversity -diskurssit. Soveltamalla Kapfererin (2012) Brand Identity Prism -mallia, tutkimus osoitti, kuinka Marimekko tasapainottelee perinteisyyden ja moderniuden sek\u00e4 eksklusiivisuuden ja inklusiivisuuden v\u00e4lill\u00e4, viitaten hienovaraisesti suomalaisiin juuriinsa, painottaen samalla kansainv\u00e4lisesti resonoivia narratiiveja. Tutkimuksen l\u00f6yd\u00f6kset tukevat Marimekon vuosille 2023\u20132027 m\u00e4\u00e4ritelty\u00e4 strategiaa, erityisesti vastuullisuuden, digitaalisen vuorovaikutuksen ja yhteis\u00f6l\u00e4ht\u00f6isen markkinoinnin osalta.", "language": "fi", "element": "description", "schema": "dc", "qualifier": "abstract"}, {"key": "dc.description.abstract", "value": "Social media plays a crucial role in brand communication today, and companies leverage it to shape their brand identity and engage consumers. In this thesis, I will explore how Marimekko, a Finnish design company operating in a global market, develops its brand identity on the Instagram platform using various communication techniques, and how the company emphasizes its Finnish heritage. The purpose of the study is to identify the key discourses in the posts and analyze their effect on the company's brand identity construction.\n\nSince Instagram posts are multimodal, this study employs multimodal discourse analysis (MDA) to investigate how visual, textual, and interactive elements collectively shape the essence of Marimekko's digital brand communication. The dataset comprises 55 Instagram posts from 2023 to 2024, and the analysis delves into the meanings of images and texts and their interconnections.\n\nThe study identified six key discourses: Behind-the-scenes, Community-building, Traditional ad-vertising, Sustainability, Cozy, everyday luxury, and Diversity discourses. Applying Kapferer's (2012) Brand Identity Prism model, the study demonstrated how Marimekko balances traditional-ism with modernity, exclusivity with inclusivity, subtly referencing its Finnish roots while emphasizing internationally resonant narratives. The findings support Marimekko's strategy for 2023-2027, particularly regarding responsibility, digital interaction, and community-based marketing.", "language": "en", "element": "description", "schema": "dc", "qualifier": "abstract"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2025-05-22T07:26:30Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "schema": "dc", "qualifier": "provenance"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-05-22T07:26:30Z (GMT). No. of bitstreams: 0\n Previous issue date: 2025", "language": "en", "element": "description", "schema": "dc", "qualifier": "provenance"}, {"key": "dc.format.extent", "value": "60", "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": "", "language": null, "element": "subject", "schema": "dc", "qualifier": "other"}, {"key": "dc.title", "value": "Constructing brand identity : Marimekko\u2019s digital communication on Instagram", "language": null, "element": "title", "schema": "dc", "qualifier": null}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "schema": "dc", "qualifier": null}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202505224501", "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": "Intercultural Communication (maisteriohjelma)", "language": "fi", "element": "subject", "schema": "dc", "qualifier": "discipline"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Intercultural Communication", "language": "en", "element": "subject", "schema": "dc", "qualifier": "discipline"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "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": "masterThesis", "language": null, "element": "type", "schema": "dc", "qualifier": "publication"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "visuaalinen viestint\u00e4", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "Instagram", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "multimodaalisuus", "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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