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[{"key": "dc.contributor.advisor", "value": "Koskelainen, Tiina", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "N\u00e4rhi, Anniina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-06T08:39:35Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-06T08:39:35Z", "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/123456789/103170", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Viimeisen vuosikymmenen aikana yh\u00e4 useammasta kotitaloudesta l\u00f6ytyy perheenj\u00e4senen\u00e4 koira. Koiranomistajien identiteetti on kehittynyt er\u00e4\u00e4nlaisen vanhemmuuden rooliin, jonka vuoksi koiranomistajat kuluttajina ovat yh\u00e4 laatutietoisempia, mutta valmiimpia k\u00e4ytt\u00e4m\u00e4\u00e4n rahaa lemmikkiins\u00e4. Kehittyneess\u00e4 markkinassa br\u00e4ndit keskittyv\u00e4t tavoittamaan asiakkaita erityisesti sosiaalisen median markkinoinnin avulla. Vaikuttajamarkkinoinnilla br\u00e4ndit hy\u00f6dynt\u00e4v\u00e4t vaikuttajan yleis\u00f6\u00e4 oman asiakaskuntansa tavoittamiseksi ja br\u00e4ndikuvansa tunnettavuuden lis\u00e4\u00e4miseksi. T\u00e4ss\u00e4 tutkimuksessa k\u00e4sitell\u00e4\u00e4n sosiaalisen median vaikutusta koiranomistajien ostok\u00e4ytt\u00e4ytymiseen. Tutkimuksessa selvitet\u00e4\u00e4n millaisilla sosiaalisen median markkinoinnin keinoilla tuetaan koiranomistajien ostok\u00e4ytt\u00e4ytymist\u00e4. Lis\u00e4ksi tutkitaan kuinka luotettavina koiranomistajat pit\u00e4v\u00e4t tuotesuosituksia. Tutkimuksessa toteutettiin kirjallisuuskatsauksena aiemman tutkimuksen tarkastelu sek\u00e4 empiirisen\u00e4 tutkimuksena kyselytutkimus koiranomistajille. Tutkimustulokset kertovat, ett\u00e4 koiranomistajat kiinnitt\u00e4v\u00e4t huomiota sosiaalisen median markkinointiin ja tarkastelevat markkinointisis\u00e4ll\u00f6ss\u00e4 erityisesti tiedon laadukkuutta ja vaikuttajan uskottavuutta. Koiranomistajat peilaavat markkinoinnin antamaa tietoa tuotteista omaan tietopohjaansa sek\u00e4 arvostavat erityisesti l\u00e4heisilt\u00e4\u00e4n tai vertaisiltaan saamiaan tuotesuosituksia. Lis\u00e4ksi he kiinnitt\u00e4v\u00e4t huomiota niin vaikuttajan ammatillisuuteen kuin tuotesuosituksien antajan taustalla olevan motivaation tarkasteluun.", "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 2025-06-06T08:39:35Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-06T08:39:35Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "46", "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": "Sosiaalisen median vaikutus koiranomistajien ostok\u00e4ytt\u00e4ytymiseen verkkokaupoissa", "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-202506064976", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tieteen maisteriohjelma", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Information Systems", "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": "restrictedAccess", "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.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://www.jyu.fi/fi/osc/kirjasto/tyoskentelytilat/laitteet-ja-tilat#toc-jyx-ty-asema.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://www.jyu.fi/en/osc/library/workspaces/facilities-and-equipment#toc-jyx-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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