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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lehto, Markus", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-05-19T19:53:59Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-05-19T19:53:59Z", "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:1473962", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/45949", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Perinteiset mediakanavat menett\u00e4v\u00e4t suosiotaan suuren yleis\u00f6n huomion kohdentuessa lis\u00e4\u00e4ntyviss\u00e4 m\u00e4\u00e4rin verkkoon ja sen lukuisiin tapahtuma-areenoihin. Mediakustantajien ja yleis\u00f6n lis\u00e4ksi muutos vaikuttaa my\u00f6s mediassa mainostaviin br\u00e4ndeihin, sill\u00e4 tavanomaiset mainonnan muodot j\u00e4\u00e4v\u00e4t verkossa helposti huomiotta. Verkossa julkaistun br\u00e4ndisis\u00e4ll\u00f6n tulee olla niin kiinnostavaa, ett\u00e4 kuluttaja hakeutuu sen luo vapaaehtoisesti ja haluaa my\u00f6s jakaa sit\u00e4. N\u00e4ill\u00e4 uudenlaisilla br\u00e4ndisis\u00e4ll\u00f6ill\u00e4 on useita eri nimityksi\u00e4, kuten sis\u00e4lt\u00f6markkinointi, br\u00e4nd\u00e4tty sis\u00e4lt\u00f6 ja br\u00e4ndijournalismi. Kaikkia n\u00e4it\u00e4 m\u00e4\u00e4ritt\u00e4v\u00e4 ja yhdist\u00e4v\u00e4 termi on sponsoroitu sis\u00e4lt\u00f6.\r\n\r\nT\u00e4m\u00e4 tutkimus on integroivan analyysin metodologiaa noudattava kirjallisuuskatsaus, jossa k\u00e4yd\u00e4\u00e4n l\u00e4pi tieteellisiss\u00e4 journaaleissa julkaistuja vertaisarvioituja artikkeleita, tavoitteena muodostaa k\u00e4sitys siit\u00e4, mink\u00e4laista on uskottava sponsoroitu sis\u00e4lt\u00f6 kuluttajan n\u00e4k\u00f6kulmasta tarkasteltuna, ja miten sis\u00e4ll\u00f6n uskottavuutta voidaan mitata.\r\n\r\nTutkimuksen tulosten mukaan sponsoroidun sis\u00e4ll\u00f6n uskottavuuden peruselementit ovat l\u00e4hteen ja sis\u00e4ll\u00f6n uskottavuus. Luotettavuus (trustworthiness), asiantuntijuus (expertise) ja esteettisyys (aesthetics) ovat sen ulottuvuudet.\r\n\r\nTutkimustuloksina esitet\u00e4\u00e4n sponsoroidun sis\u00e4ll\u00f6n uskottavuutta kuvaava malli, sek\u00e4 uskottavuusmittaristo, jonka muodostaa 26 muuttujaa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Traditional media channels are losing their audiences as the public focus has shifted over to the web and its numerous issue arenas. In addition to the public and the publishers, this focus-shift has heavily affected the advertising brands: as conventional advertising is nowadays easily skipped, branded content needs to find new forms that are appealing enough for the consumers to seek out for and share. These new forms of advertising have many names, e.g. content marketing, branded content and brand journalism, and they can all be categorized under a wider umbrella term of Sponsored Content.\r\n\r\nIn this study an integrative literature analysis of topical peer-reviewed scientific literature was performed to map out the consistency of Sponsored Content credibility from the consumer point of view. Study results suggest source credibility and content credibility as the main Sponsored Content credibility layers, while trustworthiness, expertise and aesthetics are suggested as the Sponsored Content credibility dimensions.\r\n\r\nThe study also introduces the Sponsored Content Credibility Model (SCCM) as a tool for perceiving Sponsored Content credibility, and a pattern of 26 variables valid for measuring its credibility.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Markus Lehto (lehtoma) on 2015-05-19 19:53:58.662598. 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 2015-05-19T19:53:59Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201505191903.pdf: 1250800 bytes, checksum: 85ec0a51e7d3544f253b0cd10b885b12 (MD5)\r\nlicense.html: 4809 bytes, checksum: 5462fcc3a4673326e26ae5e0cea1c862 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-05-19T19:53:59Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201505191903.pdf: 1250800 bytes, checksum: 85ec0a51e7d3544f253b0cd10b885b12 (MD5)\r\nlicense.html: 4809 bytes, checksum: 5462fcc3a4673326e26ae5e0cea1c862 (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (69 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": "eng", "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": "sis\u00e4lt\u00f6markkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndijournalismi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sponsored content credibility : an integrative analysis", "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-201505191903", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Communication", "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": "Yhteis\u00f6viestint\u00e4", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Organizational Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2015-05-19T19:53:59Z", "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", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "3131", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "journalismi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sponsorointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": 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