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[{"key": "dc.contributor.advisor", "value": "Taiminen, Heini", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ingman, Heidi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-16T06:18:14Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-16T06:18:14Z", "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/123456789/103520", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkimuksessa tarkastellaan eWOM-viestinn\u00e4n jakamisen motivaatiotekij\u00f6it\u00e4 TikTokissa. TikTok on r\u00e4j\u00e4hdysm\u00e4isesti noussut yhdeksi suositummaksi sosiaalisen median alustaksi, ja se tarjoaa uniikin ymp\u00e4rist\u00f6n tuotearvosteluille alustan visuaalisuuden ja vuorovaikutteisen luonteen ansiosta. TikTok on t\u00e4ynn\u00e4 tuotearvosteluita, joka on yksi eWOMin yleisimmist\u00e4 esiintymismuodoista. eWOM vaikuttaa yh\u00e4 enemm\u00e4n kuluttajien ostop\u00e4\u00e4t\u00f6ksiin, ja siit\u00e4 on tullut vallitseva sosiaalinen ilmi\u00f6 sosiaalisessa mediassa.\n\nTutkimus pyrkii selvitt\u00e4m\u00e4\u00e4n, millainen kosmetiikkaroskavideo on tuotearvostelun muotona ja mik\u00e4 motivoi kuluttajaa jakamaan videomuotoisen tuotearvostelun TikTokiin. Tutkimus toteutettiin laadullisin menetelmin. Aineistonkeruussa hy\u00f6dynnettiin puolistrukturoitua teemahaastattelua ja haastatteluun osallistui viisi henkil\u00f6\u00e4. Aineisto analysoitiin teoriaohjaavasti hy\u00f6dynt\u00e4en Hennig-Thuraun ja kumppaneiden (2004) eWOM-viestinn\u00e4n motivaatiotekij\u00f6iden viitekehyst\u00e4.\n\nTutkimus lis\u00e4\u00e4 ymm\u00e4rryst\u00e4 eWOM-viestinn\u00e4n motivaatiotekij\u00f6ist\u00e4 TikTokin kontekstissa. Tulokset osoittavat, ett\u00e4 huoli muista kuluttajista, sosiaaliset edut, ulosp\u00e4in suuntautuneisuus, neuvojen etsint\u00e4, luovuus ja mielenkiinto motivoivat kuluttajaa jakamaan kosmetiikkaroskavideon.\n\nTutkimus tarjoaa yhden n\u00e4k\u00f6kulman kuluttajien eWOM-viestinn\u00e4n motivaatiotekij\u00f6ihin kosmetiikkaroskavideoiden julkaisemiseen TikTokissa. Tutkimus auttaa yrityksi\u00e4 ymm\u00e4rt\u00e4m\u00e4\u00e4n kuluttajak\u00e4ytt\u00e4ytymist\u00e4 sosiaalisessa mediassa ja lis\u00e4\u00e4 ymm\u00e4rryst\u00e4 eWOM-viestinn\u00e4n motivaatiotekij\u00f6ihin. Vaikka tutkimustulokset eiv\u00e4t ole yleistett\u00e4viss\u00e4 pienen otantakoon vuoksi, ne tarjoavat arvokasta tietoa eWOM-viestinn\u00e4n motivaatiotekij\u00f6ist\u00e4 ja ne luovat mielenkiintoisen l\u00e4ht\u00f6kohdan jatkotutkimuksille.", "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 2025-06-16T06:18:14Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-16T06:18:14Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "78", "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": "eWOM-viestinn\u00e4n motivaatiotekij\u00e4t TikTokissa \u2013 Miksi kuluttaja julkaisee kosmetiikkaroskavideon?", "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-202506165333", "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": "Viestinn\u00e4n johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Communication", "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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