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[{"key": "dc.contributor.author", "value": "Toivakka, Anssi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-06-26T05:12:04Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-06-26T05:12:04Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2012", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/38094", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Toivakka, Anssi\r\nOsallistava markkinointi sosiaalisessa mediassa\r\nJyv\u00e4skyl\u00e4: Jyv\u00e4skyl\u00e4n yliopisto, 2012, 28 s.\r\nTietoj\u00e4rjestelm\u00e4tiede, Kanditaatintutkielma\r\nOhjaaja: Sepp\u00e4nen, Ville\r\nT\u00e4ss\u00e4 tutkielmassa k\u00e4sitell\u00e4\u00e4n sosiaalisen median roolia osallistavan\r\nmarkkinoinnin strategian luomisessa. Tarkoituksena on esitell\u00e4\r\nkirjallisuuskatsauksen avulla, mit\u00e4 mahdollisuuksia, haasteita ja ongelmia\r\nsosiaalinen media, ja erityisesti Facebook, asettaa yrityksen\r\nmarkkinointistrategian ja \u2013keinojen kehitt\u00e4miselle. Sosiaalinen media\r\nm\u00e4\u00e4ritell\u00e4\u00e4n yleisesti Web 2.0 -teknologiaa hy\u00f6dynt\u00e4viksi Internet-sovelluksiksi,\r\njoissa k\u00e4ytt\u00e4j\u00e4t voivat luoda ja jakaa erilaista sis\u00e4lt\u00f6\u00e4 verkkoymp\u00e4rist\u00f6ss\u00e4.\r\nSosiaalisen median viitekehyksess\u00e4 Facebook n\u00e4hd\u00e4\u00e4n erityisesti sosiaalisia\r\nsuhteita, sis\u00e4lt\u00f6jen vaihtoa ja verkkoyhteis\u00f6j\u00e4 painottavana mediana, jossa\r\nmarkkinointiymp\u00e4rist\u00f6, -strategia ja keinot poikkeavat perinteisist\u00e4. Sosiaalisen\r\nmedian markkinointistrategia painottaa yhteis\u00f6llisyyden pohjalta rakentuvaa\r\nosallistavaa markkinointia, jossa vuorovaikutus yritysten ja asiakkaiden v\u00e4lill\u00e4\r\nja erityisesti asiakkaiden kesken on aktiivista ja jossa sis\u00e4ll\u00f6n tai tuotteen\r\nkiinnostavaksi tai hy\u00f6dylliseksi kokeminen sek\u00e4 siihen liittyv\u00e4t palvelut ovat\r\nolennaisia. Osallistavan markkinoinnin keinoina esitell\u00e4\u00e4n tiedonhankintaa ja\r\njakelua edist\u00e4v\u00e4\u00e4 avointa keskustelua, parvi\u00e4ly\u00e4, joukkoistamista,\r\nviraalimarkkinointia ja meemej\u00e4. Johtop\u00e4\u00e4t\u00f6ksiss\u00e4 arvioidaan osallistavan\r\nmarkkinoinnin strategiaa ja keinoja ja verrataan niit\u00e4 perinteiseen\r\nmarkkinointiin. Lopuksi esitell\u00e4\u00e4n joitakin osallistavan markkinoinnin\r\ntulevaisuuden n\u00e4kymi\u00e4 ja jatkotutkimusideoita.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Seija Paananen (sepaanan@jyu.fi) on 2012-06-26T05:12:04Z\nNo. of bitstreams: 1\nAnssi Toivakka.pdf: 217685 bytes, checksum: 3b13ae98a2138d6062be51f20e626ecd (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2012-06-26T05:12:04Z (GMT). No. of bitstreams: 1\nAnssi Toivakka.pdf: 217685 bytes, checksum: 3b13ae98a2138d6062be51f20e626ecd (MD5)\n Previous issue date: 2012", "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": "sosiaalinen media", "language": "fi", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointi", "language": "fi", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "osallistava strategia", "language": "fi", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Osallistava markkinointi sosiaalisessa mediassa", "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-201206261953", "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": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatintutkielma", "language": "fi", "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": "restrictedAccess", "language": null, "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"}, {"key": "dc.rights.accessrights", "value": "This material has a restricted access due to copyright reasons.", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Luettavissa tekij\u00e4noikeudellisista syist\u00e4 vain Jyv\u00e4skyl\u00e4n yliopiston Tietojenk\u00e4sittelytieteiden laitoksella.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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