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[{"key": "dc.contributor.advisor", "value": "Asunta, Laura", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rahkonen, Sonja", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-06-09T14:33:12Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-06-09T14:33:12Z", "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:1475575", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46255", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisoituminen on muuttanut viestint\u00e4ymp\u00e4rist\u00f6n dynamiikkaa tavalla, joka luo uusia haasteita organisaatioiden verkkoviestinn\u00e4lle. Verkkoviestinn\u00e4st\u00e4 on tullut osa arkip\u00e4iv\u00e4\u00e4mme. K\u00e4ytt\u00e4j\u00e4t eiv\u00e4t vain kuluta sis\u00e4lt\u00f6\u00e4, vaan my\u00f6s jakavat ja tuottavat sit\u00e4 itse yh\u00e4 enemm\u00e4n. Organisaation sidosryhmien tavoittaminen verkossa ei ole v\u00e4ltt\u00e4m\u00e4tt\u00e4 aivan yksinkertaista.\r\nViime vuosina viestinn\u00e4n ja markkinoinnin trendisanaksi erityisesti verkkoviestinn\u00e4n kontekstissa on noussut uusi sis\u00e4lt\u00f6strategian k\u00e4site. K\u00e4sitett\u00e4 on kuitenkin tutkittu varsin v\u00e4h\u00e4n. T\u00e4m\u00e4n tutkimuksen tavoitteena onkin selvitt\u00e4\u00e4, mit\u00e4 sis\u00e4lt\u00f6strategia on ja millaisia merkityksi\u00e4 sille annetaan erityisesti organisaation verkkoviestinn\u00e4n ja sidosryhm\u00e4l\u00e4ht\u00f6isyyden n\u00e4k\u00f6kulmista. N\u00e4k\u00f6kulmia rakennetaan kuvailevan tulkitsevan k\u00e4sitetutkimuksen keinoin. \r\n\r\nTutkimus osoittaa, ett\u00e4 sis\u00e4lt\u00f6strategian k\u00e4sitteeseen liittyy viel\u00e4 paljon ep\u00e4m\u00e4\u00e4r\u00e4isyytt\u00e4. Ensisijaisesti k\u00e4site voidaan kuitenkin n\u00e4hd\u00e4 verkossa tapahtuvan markkinointiviestinn\u00e4n ty\u00f6kaluna, joka nostaa kohderyhm\u00e4l\u00e4ht\u00f6isen sis\u00e4ll\u00f6n organisaation strategiseksi kilpailukeinoksi. \r\n\r\nTutkimuksen tuloksia voidaan hy\u00f6dynt\u00e4\u00e4 soveltuvin osin sis\u00e4lt\u00f6strategian k\u00e4sitteen ymm\u00e4rt\u00e4miseksi ja uusien tulkintojen muodostamiseksi. Yleist\u00e4minen edellytt\u00e4\u00e4 kuitenkin laajempaa sis\u00e4lt\u00f6strategian tutkimusta. Tutkimus osoittaakin, ett\u00e4 sis\u00e4lt\u00f6strategia on syyt\u00e4 huomioida my\u00f6s tulevassa tutkimuksessa. Mik\u00e4li sis\u00e4lt\u00f6strategia ohjaa tulevaisuudessa yh\u00e4 useampien organisaatioiden verkkoviestint\u00e4\u00e4, tarvitaan my\u00f6s organisaatioviestinn\u00e4n n\u00e4k\u00f6kulmasta laajempaa ymm\u00e4rryst\u00e4 siit\u00e4, mist\u00e4 sis\u00e4lt\u00f6strategiassa on kyse.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Sonja Rahkonen (somarahk) on 2015-06-09 14:33:12.524906. 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.group@korppi.jyu.fi) on 2015-06-09T14:33:12Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201506092252.pdf: 785954 bytes, checksum: 9947668e1521cb6526c312bedf708819 (MD5)\r\nlicense.html: 1203 bytes, checksum: c5614abd1030025c86bd32e649f8de5d (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-06-09T14:33:12Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201506092252.pdf: 785954 bytes, checksum: 9947668e1521cb6526c312bedf708819 (MD5)\r\nlicense.html: 1203 bytes, checksum: c5614abd1030025c86bd32e649f8de5d (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (105 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": "organisaatioviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sidosryhm\u00e4t", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sis\u00e4lt\u00f6strategia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "strategia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "verkkoviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "viestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sis\u00e4lt\u00f6strategia sidosryhm\u00e4l\u00e4ht\u00f6isen verkkoviestinn\u00e4n ty\u00f6kaluna : tulkitseva k\u00e4sitetutkimus sis\u00e4lt\u00f6strategian merkityksist\u00e4", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": 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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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