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[{"key": "dc.contributor.advisor", "value": "Tyrv\u00e4inen, Pasi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Karjula, Johannes", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-04-10T20:46:20Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-04-10T20:46:20Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1472099", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/45617", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median rooli suomalaisten yritysten markkinointikanavana on vahvasti\r\nkasvusuuntainen. Vuonna 2014 melkein puolet yrityksist\u00e4 ilmoitti omistavan\r\njonkinasteisen sosiaalisen median strategian.\r\nMarkkinointiratkaisujen omaksuminen ei ole yksiselitteist\u00e4. Erilaisia vaihtoehtoja\r\non satoja ja kokemukset niiden hy\u00f6dyllisyydest\u00e4 vaihtelevat paljon eri\r\nyritysten v\u00e4lill\u00e4.\r\nSuomalaisilla pk-yrityksill\u00e4 koetaan olevan suurin vaikutus uusien ty\u00f6-\r\npaikkojen syntymiseen ja teknologiakehityksen yll\u00e4pit\u00e4miseen. Pienten ja keskisuurten\r\nyritysten k\u00e4ytt\u00e4ytymist\u00e4 ohjaavat tunnistettavat erityispiirteet: nopea\r\nreagointikyky, yksitt\u00e4isten ihmisten ammattitaito sek\u00e4 niukat resurssit.\r\nT\u00e4m\u00e4 tutkielma selitt\u00e4\u00e4 yritysp\u00e4\u00e4tt\u00e4j\u00e4n henkil\u00f6kohtaisen kokemuksen vaikutuksen\r\nmerkityst\u00e4 yrityksen sosiaalisen median markkinointi- ja viestint\u00e4ratkaisujen\r\nk\u00e4ytt\u00f6\u00f6notossa ja todellisessa k\u00e4yt\u00f6ss\u00e4. Samalla se sis\u00e4lt\u00e4\u00e4 kattavan kokonaiskuvan\r\npk-yrityksen teknologian ja innovaatioiden omaksumiseen vaikuttavista\r\ntekij\u00f6ist\u00e4 sek\u00e4 ajankohtaisen katsauksen sosiaalisen median hy\u00f6dyist\u00e4 ja\r\nhaasteista.\r\nTutkielmassa kartoitettiin yleisimm\u00e4t teknologian ja innovaatioiden omaksumisen\r\nteoriat, yksitt\u00e4iset omaksumiseen vaikuttavat muuttujat sek\u00e4 pk-yritysten\r\nkokemat sosiaalisen median hy\u00f6dyt ja haasteet. Kartoitettujen muuttujien ja\r\nyleisempien omaksumismallien perusteella luotiin k\u00e4siteteoreettinen konstruktio\r\neli malli, jolla pystyttiin selitt\u00e4m\u00e4\u00e4n onnistuneesti tutkittavaa ilmi\u00f6t\u00e4. Mallia\r\narvioitiin kyselytutkimuksella ker\u00e4tyn datan perusteella.\r\nT\u00e4ss\u00e4 tutkielmassa muodostettu konstruktio on korkeintaankin vain pieni\r\npala omaksumisen kokonaiskuvaa. Tulosten perusteella pk-yrityksen p\u00e4\u00e4tt\u00e4j\u00e4n\r\nhenkil\u00f6kohtaisella kokemuksella ja k\u00e4yt\u00f6ll\u00e4 voidaan katsoa kuitenkin olevan positiivinen\r\nja ennalta odotettua selvempi vaikutus lopulliseen sosiaalisen median\r\nmarkkinointi- ja viestint\u00e4ratkaisujen k\u00e4ytt\u00f6\u00f6n yrityksess\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The role of social media in Finnish companies as a marketing channel is strongly\r\nexpansionary. In 2014, almost half of the Finnish companies reported that they\r\nhave some kind of social media strategy.\r\nThe adoption of marketing solutions is not unambiguous. There are hundreds\r\nof different platforms, and experiences of platforms usefulness vary\r\ngreatly between companies.\r\nFinnish SMEs are perceived to have the greatest impact on creating new\r\nworking places and maintaining technology development. SMEs are guided by\r\na specific identifiable features: ability to react quickly, individual\u2019s skills and\r\nscarce resources.\r\nThis paper explains the impact of the manager\u2019s personal experience on the\r\nadoption and actual use of social media\u2019s marketing and communication platform\r\nin their companies. At the same time it contains a comprehensive overview\r\nof the adoption of technology and innovation in SMEs, as well as the current review\r\nof the social media benefits and challenges.\r\nThis study surveyed the most common technology and innovation adoption\r\ntheories, the individual factors affecting the adoption variables, as well as\r\nSMEs experienced social media benefits and challenges. Studied phenomenon\r\nwas explained with help of construction model. The model was created based on\r\nidentified variables and theories, and it was evaluated in a survey.\r\nThe created model is only a small piece of the overall picture of assimilation.\r\nBased on the results, SME managers and their personal experience can be considered\r\nto have positive impact on the adoption of social media marketing and communications\r\nplatform in their companies.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Johannes Karjula (eejajoka) on 2015-04-10 20:46:19.278346. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2015-04-10T20:46:20Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201504101566.pdf: 2262022 bytes, checksum: 5a4b00d0e7a9f820815121db76b97fa7 (MD5)\r\nlicense.html: 4880 bytes, checksum: 7c884059108a8f6dfa033cb990ffd393 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-04-10T20:46:20Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201504101566.pdf: 2262022 bytes, checksum: 5a4b00d0e7a9f820815121db76b97fa7 (MD5)\r\nlicense.html: 4880 bytes, checksum: 7c884059108a8f6dfa033cb990ffd393 (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (68 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": "Pk-yritys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalinen media", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "viestint\u00e4- ja markkinointiratkaisu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ICT", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "omaksuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "SME", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Social Media", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Marketing and communication platform", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ICT", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "adoption", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen median markkinointi- ja viestint\u00e4ratkaisujen omaksuminen pk-yrityksess\u00e4 : yritysp\u00e4\u00e4tt\u00e4j\u00e4n n\u00e4k\u00f6kulma", "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-201504101566", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Tietojenk\u00e4sittelytieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Computer Science and Information Systems", "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": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2015-04-10T20:46:21Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", 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