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[{"key": "dc.contributor.author", "value": "Siev\u00e4nen-Eskelinen, Kirsi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2013-12-12T10:18:32Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2013-12-12T10:18:32Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2013", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1290122", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/42648", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kirja-ala on murroksessa. Kuluttajien k\u00e4ytt\u00e4ytymist\u00e4 on vaikeaa ennustaa. Kustantamot joutuvat muuttamaan toimintatapaansa ollakseen kilpailukykyisi\u00e4 toimijoita markkinoilla, jotka pirstaloivat kuluttajien k\u00e4ytt\u00e4ytymist\u00e4. Kirjankustantajien on teht\u00e4v\u00e4 verkkoviestint\u00e4\u00e4, joka her\u00e4tt\u00e4\u00e4 kuluttajan mielenkiinnon ja kustantajan pit\u00e4\u00e4 olla mukana niiss\u00e4 kanavissa, jossa kuluttaja on. Lukemisymp\u00e4rist\u00f6n muutoksessa digitalisoituminen voi olla kustantamoille mahdollisuus.\nNopea verkkoviestinn\u00e4n kehittyminen vaatii kustantamoilta mukana oloa siell\u00e4, miss\u00e4 niiden sidosryhm\u00e4t ovat \u2013 verkossa. 2000-luvulla verkosta on tullut kilpailija kirjalle tiedon haussa ja vapaa-ajan k\u00e4yt\u00f6ss\u00e4. Verkkoviestinn\u00e4n ja sen tuomilla mahdollisuuksilla kustantamot voivat parantaa menestymist\u00e4\u00e4n muuttuvassa toimintaymp\u00e4rist\u00f6ss\u00e4.\nTutkimusteht\u00e4v\u00e4n\u00e4 oli kuvata miten kirjankustantajat viestiv\u00e4t verkossa.\nTutkimuksessa selvitettiin Gummeruksen, WSOY:n, Otavan ja Teoksen viestint\u00e4\u00e4 niiden verkko- ja Facebook-sivuilla. Ty\u00f6n tutkimusote on kvalitatiivinen. Pohjustavassa tutkimuksessa tarkasteltiin organisaatioiden verkkoviestint\u00e4\u00e4 analyysitaulukon avulla. Teemahaastattelun avulla pyrittiin kuvaamaan kohdeorganisaatioiden viestint\u00e4\u00e4 kuluttajien n\u00e4k\u00f6kulmasta.\nTutkimuksen tulosten perusteella kustantajien verkkoviestint\u00e4 on visuaalisesti ja sis\u00e4ll\u00f6llisesti samankaltaisia. Verkkosivuilla ja Facebookissa esiin nousevat kirjat ja uutiset ja tapahtumat. Verkkoviestint\u00e4 on ajankohtaista ja aktiivista, mutta se on kustantajal\u00e4ht\u00f6ist\u00e4. Vuorovaikutusta on v\u00e4h\u00e4n.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Miia Hakanen (mihakane) on 2013-12-12 10:18:31.744567. Form: Admin-lomake Pro gradu -t\u00f6ille (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/admin-lomake-pro-gradu-toille). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2013-12-12T10:18:32Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201312122789.pdf: 1162977 bytes, checksum: f8580d2a18daedce598db3c0772770e8 (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2013-12-12T10:18:32Z (GMT). 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Aineisto on luettavissa Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6asemalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "This material has a restricted access due to copyright reasons. It can be read at the workstation at Jyv\u00e4skyl\u00e4 University Library reserved for the use of archival materials: https://kirjasto.jyu.fi/en/workspaces/facilities.", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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