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[{"key": "dc.contributor.author", "value": "Lax, Antti", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2011-03-03T06:37:13Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2011-03-03T06:37:13Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2011", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/26627", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Lax, Antti\r\nSosiaalisen median hy\u00f6dynt\u00e4minen suusanallisessa e-markkinoinnissa\r\nJyv\u00e4skyl\u00e4: Jyv\u00e4skyl\u00e4n yliopisto, 2011, 26 s.\r\nTietoj\u00e4rjestelm\u00e4tiede, kandidaatin -tutkielma\r\nOhjaaja: Salo, Markus\r\nT\u00e4ss\u00e4 tutkimuksessa tutkitaan sosiaalista mediaa ja suusanallista e-markkinointia kirjallisuuskatsauksen avulla. Tarkoituksena on selvitt\u00e4\u00e4 miten aiheeseen liittyvi\u00e4 k\u00e4sitteit\u00e4 on m\u00e4\u00e4ritelty kirjallisuudessa, sek\u00e4 pyrki\u00e4 l\u00f6yt\u00e4-m\u00e4\u00e4n k\u00e4sitett\u00e4 parhaiten kuvaavat m\u00e4\u00e4ritelm\u00e4t. Samalla tutkitaan miten sosiaa-lista mediaa voidaan hy\u00f6dynt\u00e4\u00e4 suusanallisessa markkinoinnissa.\r\nAluksi tutkimuksessa perehdyt\u00e4\u00e4n sosiaalisen median k\u00e4sitteeseen sek\u00e4 muihin siihen liittyviin k\u00e4sitteisiin, joiden kautta sosiaalinen media m\u00e4\u00e4ritell\u00e4\u00e4n. T\u00e4ss\u00e4 tutkielmassa k\u00e4ytet\u00e4\u00e4n sosiaalisesta mediasta m\u00e4\u00e4ritelm\u00e4\u00e4, jonka mukaan se rakentuu kolmesta osa-alueesta: Yhteis\u00f6st\u00e4, sis\u00e4ll\u00f6st\u00e4 ja Web 2.0-teknologioista. N\u00e4ist\u00e4 osa-alueista erityisesti sis\u00e4ll\u00f6ll\u00e4 on merkitt\u00e4v\u00e4 rooli sosiaalisessa medias-sa. Suusanallista markkinointia k\u00e4sittelev\u00e4ss\u00e4 osuudessa k\u00e4sitell\u00e4\u00e4n sen kolmea eri s\u00e4hk\u00f6ist\u00e4 ilmenemismuotoa: Viraalimarkkinointia, buzz-markkinointia sek\u00e4 Word-of-Mouth-markkinointia. Vaikka n\u00e4ill\u00e4 kolmella markkinointitekniikalla on yht\u00e4l\u00e4isyyksi\u00e4, niill\u00e4 on my\u00f6s paljon eroja. N\u00e4it\u00e4 eroja tarkastellaan tutkiel-massa tarkemmin vertailemalla eri markkinointikeinojen tapaa v\u00e4litt\u00e4\u00e4 suu-sanallista viesti\u00e4 eteenp\u00e4in. Tutkielmassa my\u00f6s perehdyt\u00e4\u00e4n hieman siihen, miten elektronista suusanallista markkinointia voidaan toteuttaa tehokkaasti, ja miten sit\u00e4 on hy\u00f6dynnetty k\u00e4yt\u00e4nn\u00f6ss\u00e4 sosiaalisessa mediassa.\r\nTutkimuksessa selvisi, ett\u00e4 sosiaaliselle medialle ei ole muodostunut viel\u00e4 yht\u00e4 hyv\u00e4\u00e4 ja kattavaa m\u00e4\u00e4ritelm\u00e4\u00e4, ja ett\u00e4 monet tutkijat m\u00e4\u00e4rittelev\u00e4t sen kukin omalla tavallaan. T\u00e4m\u00e4 voi selitty\u00e4 osittain sosiaalisen median yh\u00e4 kehittyv\u00e4st\u00e4 luonteesta. Aiempien m\u00e4\u00e4ritelmien joukosta on kuitenkin l\u00f6ydett\u00e4viss\u00e4 selkeit\u00e4 yhteisi\u00e4 teemoja, kuten k\u00e4ytt\u00e4jien tuottama sis\u00e4lt\u00f6, joka esiintyi kaikissa tut-kielmassa k\u00e4ytetyiss\u00e4 l\u00e4hteiss\u00e4. Tutkimuksessa havaittiin my\u00f6s tiettyj\u00e4 yht\u00e4l\u00e4i-syyksi\u00e4 erilaisten viraalien markkinointistrategioiden sek\u00e4 esimerkkein\u00e4 k\u00e4ytet-tyjen markkinointikampanjoiden v\u00e4lill\u00e4, mik\u00e4 vahvistaa esitettyjen teorioiden uskottavuutta.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Seija Paananen (sepaanan@jyu.fi) on 2011-03-03T05:31:54Z\r\nNo. of bitstreams: 1\r\nAntti.Lax.pdf: 395849 bytes, checksum: 39d47300f0e274076a1fd5b66a9958de (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Approved for entry into archive by Marja-Leena Harjuniemi(mharjuni@jyu.fi) on 2011-03-03T06:37:13Z (GMT) No. of bitstreams: 1\r\nAntti.Lax.pdf: 395849 bytes, checksum: 39d47300f0e274076a1fd5b66a9958de (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2011-03-03T06:37:13Z (GMT). No. of bitstreams: 1\r\nAntti.Lax.pdf: 395849 bytes, checksum: 39d47300f0e274076a1fd5b66a9958de (MD5)\r\n Previous issue date: 2011", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Word-of-Mouth-markkinointi", "language": "en", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "suusanallinen markkinointi", "language": "en", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "viraalimarkkinointi", "language": "en", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "buzz-markkinointi", "language": "en", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalinen media", "language": "en", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Web 2.0", "language": "en", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yhteis\u00f6tuotanto", "language": "en", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "e-markkinointi", "language": "en", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen median hy\u00f6dynt\u00e4minen suusanallisessa e-markkinoinnissa", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201103031846", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatintutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "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.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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