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[{"key": "dc.contributor.author", "value": "Hyt\u00f6nen, Emma-Karoliina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2014-06-06T06:37:00Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2014-06-06T06:37:00Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2014", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1436648", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/43643", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ty\u00f6n tarkoituksena oli selvitt\u00e4\u00e4, millaista markkinointia suomalaiset artistit k\u00e4ytt\u00e4v\u00e4t Facebookissa. Lis\u00e4ksi selvi-tettiin, onko markkinointiviestint\u00e4 tutkittavien artistien kohdalla kommunikoivaa. Kolmanneksi tarkoituksena oli tarkastella, toimivatko artistien p\u00e4ivitykset markkinoinnin osana vai onko niill\u00e4 jokin muu tarkoitus. \r\nTutkimuksen aineisto koostui viiden suomalaisen artistin puolen vuoden Facebook-p\u00e4ivityksist\u00e4 sek\u00e4 kaikesta artistien Facebook-sivuilla tapahtuneesta viestinn\u00e4st\u00e4 ja kommunikaatiosta yhden kuukauden ajalta. Ai-neistoa tarkasteltiin sis\u00e4ll\u00f6nanalyysin keinoin markkinoinnin n\u00e4k\u00f6kulmasta.\r\nTutkimus osoitti, ett\u00e4 suomalaiset artistit k\u00e4yttiv\u00e4t Facebookissa useita eri markkinointitapoja. N\u00e4ist\u00e4 yleisin oli sis\u00e4lt\u00f6markkinointi. Lis\u00e4ksi havaittiin, ett\u00e4 erilaiset markkinointitavat sekoittuivat, ja yhdess\u00e4 p\u00e4ivityk-sess\u00e4 saattoi olla k\u00e4ytettyn\u00e4 useampaakin markkinointitapaa. Hyvin usein yhdistettiin kahta suosituinta markki-nointitapaa eli sis\u00e4lt\u00f6markkinointia ja tarinamarkkinointia. My\u00f6s tapahtumamarkkinointiin yhdistettiin helposti muita markkinointitapoja. T\u00e4m\u00e4n perusteella voisi p\u00e4\u00e4tell\u00e4, ett\u00e4 monipuolisuus olisi oleellista tutkittavien artistien Facebook-markkinoinnissa. Tutkittavien artistien markkinointiviestinn\u00e4n kommunikoivuus oli vaihtelevaa. Osalle artisteista kysymyksiin ja kommentteihin vastaaminen oli johdonmukaista, kun taas toiset reagoivat muiden k\u00e4ytt\u00e4-jien viesteihin satunnaisemmin. Ottamatta kantaa siihen, ovatko artistien Facebook-p\u00e4ivitykset tarkoitettu alun perin markkinoinniksi vai joksikin muuksi, voidaan olettaa, ett\u00e4 ainakin tutkittavien artistien p\u00e4ivitykset toimivat t\u00e4m\u00e4n tutkimuksen perusteella osana heid\u00e4n markkinointiaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Emma Hyt\u00f6nen (emhytone) on 2014-06-06 06:36:59.462853. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). 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 2014-06-06T06:37:00Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201406061952.pdf: 3439868 bytes, checksum: 0d0682ab780f47e226de5b5dcfdd01b7 (MD5)\r\nlicense.html: 4957 bytes, checksum: a9310c8157e683fde7f4c942271dd860 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2014-06-06T06:37:00Z (GMT). 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