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[{"key": "dc.contributor.advisor", "value": "Asunta, Laura", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Sharma, Heidi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-05-08T07:56:58Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-05-08T07:56:58Z", "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:1473402", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/45814", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tavoitteena oli kartoittaa, mill\u00e4 tavoin yritysblogeja voidaan hy\u00f6dynt\u00e4\u00e4 ulkoisen br\u00e4ndiviestinn\u00e4n v\u00e4lineen\u00e4. Teoriaosuudessa m\u00e4\u00e4riteltiin tutkimuksen keskeisimpi\u00e4 k\u00e4sitteit\u00e4 sek\u00e4 tiivistettiin, mit\u00e4 hy\u00f6tyj\u00e4 ja mahdollisuuksia yritysblogi tarjoaa organisaatioille ja mink\u00e4laisia ominaisuuksia on hyv\u00e4ll\u00e4 yritysblogilla. Lis\u00e4ksi k\u00e4siteltiin lyhyesti yritysbloggaamiseen liittyvi\u00e4 haasteita ja riskej\u00e4. T\u00e4m\u00e4n j\u00e4lkeen k\u00e4siteltiin yritysblogin mahdollisuuksia br\u00e4ndin tunnettuuden kasvattamisessa, br\u00e4ndiuskollisuuden vahvistamisessa sek\u00e4 mielleyhtymien liitt\u00e4misess\u00e4 br\u00e4ndiin.\r\n\r\nTutkimuksen empiirisess\u00e4 osuudessa tutkittiin, kuinka yritysblogin avulla voidaan vahvistaa br\u00e4ndi\u00e4 liitt\u00e4m\u00e4ll\u00e4 siihen haluttuja mielikuvia. Tutkimuksen kohteeksi valittiin OP-Pohjolan Taloudessa-blogi. Aineisto koostui 23 blogikirjoituksesta, jotka ilmestyiv\u00e4t syyskuun ja lokakuun vaihteessa vuonna 2014. Laadullisen sis\u00e4ll\u00f6nanalyysin avulla tutkittiin, mink\u00e4laisia teemoja Taloudessa-blogista l\u00f6ytyy ja mink\u00e4laisia mielikuvia blogi niiden kautta liitt\u00e4\u00e4 OP-Pohjolan br\u00e4ndiin. Lis\u00e4ksi verrattiin, miten n\u00e4m\u00e4 mielikuvat vastaavat OP-Pohjolan itse m\u00e4\u00e4ritt\u00e4mi\u00e4 arvoja ja strategisia kilpailuetuja.\r\n\r\nT\u00e4m\u00e4n tutkimuksen perusteella n\u00e4ytt\u00e4\u00e4 silt\u00e4, ett\u00e4 OP-Pohjola onnistuu yritysbloginsa avulla rakentamaan ja vahvistamaan mielikuvaa ihmisl\u00e4heisest\u00e4, kokonaisvaltaisesta ja asiantuntevasta finanssiryhm\u00e4st\u00e4, jonka tavoitteena on menesty\u00e4 yhdess\u00e4 suomalaisten yritysten ja yksityishenkil\u00f6iden kanssa. T\u00e4m\u00e4 vastaa melko hyvin sit\u00e4 positiota, jota OP-Pohjola ainakin kilpailuetu- ja arvojulistuksensa perusteella tavoittelee. Tarjoamalla erottuvaa informaatiota, perusteltuja n\u00e4kemyksi\u00e4 ja toimivia ideoita OP-Pohjola raivaa samalla tiet\u00e4 kohti toimialansa ajatusjohtajan asemaa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Heidi Sharma (hekaliha) on 2015-05-08 07:56:57.494330. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =False]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2015-05-08T07:56:58Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201505081766.pdf: 1689715 bytes, checksum: c5a7333260243830181f3142423af827 (MD5)\r\nlicense.html: 1109 bytes, checksum: 0cffe3c86883a828867f61ae8871b6c0 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-05-08T07:56:58Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201505081766.pdf: 1689715 bytes, checksum: c5a7333260243830181f3142423af827 (MD5)\r\nlicense.html: 1109 bytes, checksum: 0cffe3c86883a828867f61ae8871b6c0 (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (83 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": "OP-Pohjola", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", 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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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