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[{"key": "dc.contributor.author", "value": "Laitinen, Timo", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2014-06-18T07:17:43Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2014-06-18T07:17:43Z", "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:1437701", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/43777", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkielman tutkimusongelma on m\u00e4\u00e4ritelty kolmen k\u00e4sitteen kautta: markkinointiviestint\u00e4, br\u00e4ndipersoonallisuus ja suostuttelu. Tutkimusongelman ytimen\u00e4 on br\u00e4ndin mahdollisuus hy\u00f6dynt\u00e4\u00e4 suostuttelua markkinointiviestinn\u00e4ss\u00e4\u00e4n, luodakseen itsest\u00e4\u00e4n tarkoituksenmukaisen br\u00e4ndipersoonallisuuden. Tutkimusmenetelm\u00e4n\u00e4 on laadullinen sis\u00e4ll\u00f6nanalyysi ja aineistona toimii kahdeksan kansainv\u00e4lisen br\u00e4ndin Twitter-markkinointiviestint\u00e4. Suostuttelua tut-kitaan harkinnan todenn\u00e4k\u00f6isyyden teorian avulla ja br\u00e4ndipersoonallisuutta Jennifer Aakerin br\u00e4ndipersoonallisuusmallin kautta.\r\nTutkielman aineiston twiitit jakautuvat ELM-mallin keskeiselle ja perifeeriselle reitille tavalla, jossa enemmist\u00f6ksi muodostuu perifeerinen reitti. T\u00e4m\u00e4 tutkielma aineistollaan ja analyysill\u00e4\u00e4n tukee kriittist\u00e4 n\u00e4kemyst\u00e4, jossa vaikuttavaa reitti\u00e4 on lopulta ongelmallista tunnistaa. ELM-mallin reiteille jaetut br\u00e4ndipersoonallisuudet tulevat ilmaistuksi toisistaan eri\u00e4vill\u00e4 tavoilla. Aineiston valossa on n\u00e4ht\u00e4viss\u00e4, ett\u00e4 keskeinen reitti suosii tietynlaisia br\u00e4ndipersoonallisuuden puolia ja perifeerinen taas tietynlaisia. Kyvyk\u00e4s br\u00e4ndipersoonallisuus korostuu selvimmin keskeisell\u00e4 reitill\u00e4 ja innostunut br\u00e4ndipersoonallisuus selvimmin perifeerisell\u00e4 reitill\u00e4. Muissa persoonallisuuskategorioissa perifeerinen reitti oli enemmist\u00f6n\u00e4.\r\nArgumenteiksi ja perifeerisiksi vihjeiksi tunnistettiin useita tekij\u00f6it\u00e4, jotka esiintyiv\u00e4t my\u00f6s limitt\u00e4in. Perifeerisell\u00e4 reitill\u00e4 tunnistettiin erityisesti: komiikka, positiiviset konnotaatiot, tarinamuotoisuus, positiivisen min\u00e4k\u00e4sityksen luominen ja sosiaalinen vaikuttaminen. Keskeisell\u00e4 reitill\u00e4 tunnistettiin erityisesti: taloudelliset syyt, denotaatiotason merkitykset, osallistuttaminen, k\u00e4ytt\u00f6skenaarioon luominen ja tuotedetaljit.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The research problem of this master\u2018s thesis is defined by three main concepts: marketing communications, brand personality and persuasion. A main point of the research problem is a brand\u2018s opportunity to utilize persuasive aspects of marketing communications to create a certain brand personality, which empha-size an identity of the brand. The research method of this thesis is a qualitative content analysis and the research material is accumulated from eight, multina-tional brands\u2018 Twitter accounts. A persuasion theory is discussed by Elabora-tion Likelihood Model (ELM-model) and brand personality is discussed by Jen-nifer Aaker\u2018s Brand Personality Scale.\r\nELM-model divides the research material to central and peripheral routes, where the peripheral route is more dominating. This thesis supports critical views, which emphasizes an overlap of persuasive routes. Brands express their brand personalities with varying ways. Research material approves a conclu-sion, that ELM-routes favor certain brand dimensions. Example the competence dominates on the central route and the excitement on the peripheral route. On the other brand dimensions the peripheral route is more dominant.\r\nAs arguments and peripheral cues, this thesis recognizes different factors, which also can occur in a same time in a same message. Peripheral cues are: humor, positive connotations, narratives, creating a positive self-image and so-cial influence. Central route\u2018s arguments are: economic reasons, denotation lev-el\u2018s meanings, creating attendance, user scenarios and product details.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Timo Laitinen (titalait) on 2014-06-18 07:17:42.432752. 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 2014-06-18T07:17:43Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201406182075.pdf: 2345090 bytes, checksum: 0302c9ba93768b73f891910001a2a9d9 (MD5)\r\nlicense.html: 4939 bytes, checksum: 618de1b53b3b6855aeddbd48a3af933f (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2014-06-18T07:17:43Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201406182075.pdf: 2345090 bytes, checksum: 0302c9ba93768b73f891910001a2a9d9 (MD5)\r\nlicense.html: 4939 bytes, checksum: 618de1b53b3b6855aeddbd48a3af933f (MD5)\r\n Previous issue date: 2014", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (86 sivua)", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Suostuttelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointiviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "harkinnan todenn\u00e4k\u00f6isyyden teoria", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndipersoonallisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Suostuttelevan markkinointiviestinn\u00e4n metodit br\u00e4ndipersoonallisuuden luomiseksi Twitter-kontekstissa", "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-201406182075", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": 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