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[{"key": "dc.contributor.advisor", "value": "Salo, Markus", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Makkonen, Markus", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ranta, Emma", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-06-11T15:45:59Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-06-11T15:45:59Z", "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:1475962", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46297", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Blogien lukeminen ja sen my\u00f6t\u00e4 markkinointi blogeissa on lis\u00e4\u00e4ntynyt viime vuosina merkitt\u00e4v\u00e4sti. Blogit tarjoavat mahdollisuuden jakaa reaaliajassa multimediasis\u00e4lt\u00f6j\u00e4 tuhansille blogin aiheesta kiinnostuneille lukijoille. Bloggaajista on tullut tunnettuja henkil\u00f6it\u00e4, joiden mielipiteit\u00e4 arvostetaan ja seurataan. eWOM-viestint\u00e4 koetaan my\u00f6s massamainontaa uskottavammaksi.\r\nT\u00e4m\u00e4n tutkielman p\u00e4\u00e4tavoitteena oli tutustua paremmin blogeihin mark-kinointiviestinn\u00e4n alustana. Tutkimuksen teoriaosuudessa p\u00e4\u00e4paino on elektronisessa word-of-mouth \u2013viestinn\u00e4n markkinointik\u00e4yt\u00f6ss\u00e4 ja uskottavuudessa. Lis\u00e4ksi teoriaosuutta t\u00e4ydent\u00e4v\u00e4t markkinoinnin ja verkkoarvioiden kirjallisuus. Blogien suosittelupostaukset voidaan rinnastaa my\u00f6s verkkoarvioihin, joissa arvioidaan ja suositellaan tuotteita sek\u00e4 palveluja tavallisesti asiakasl\u00e4ht\u00f6isesti.\r\nEmpiirisess\u00e4 osuudessa tavoitteena oli tarkastella viestij\u00e4n sek\u00e4 viestin sis\u00e4ll\u00f6n tekij\u00f6it\u00e4, jotka vaikuttavat lukijan havaintoihin eWOM-markkinointiviestinn\u00e4n uskottavuudesta, eWOM-viestinn\u00e4n omaksumiseen ja ostop\u00e4\u00e4t\u00f6ksen tekemiseen sek\u00e4 selvitt\u00e4\u00e4 lukijoiden asenteita blogimarkkinointia kohtaan blogien muututtua kaupallisemmiksi. Tarkastelun kohteena olivat erityisesti sponsoroidut yhteisty\u00f6postaukset, joissa tuotetta, palvelua tai yrityst\u00e4 tuodaan esille sis\u00e4lt\u00f6\u00f6n keskittyv\u00e4n suosittelumarkkinoinnin avulla.\r\nEmpiirisen osion aineisto ker\u00e4ttiin internet-kyselyn\u00e4 muoti- ja lifestyleblogeja lukevilta suomalaisilta, jotka tavoitettiin jakamalla avointa linkki\u00e4 kyselyyn sosiaalisessa mediassa, erityisesti blogeja ja muotia k\u00e4sittelevill\u00e4 sivustoilla. T\u00e4ll\u00e4 tavoin saavutettiin vastaajajoukko, joka koostui 266 henkil\u00f6st\u00e4. Tutkimusaineistoa analysoitiin p\u00e4\u00e4asiassa rakenneyht\u00e4l\u00f6mallinnusta ja sis\u00e4ll\u00f6nanalyysia hy\u00f6dynt\u00e4en, erilaisia taulukoita ja kuvioita apuna k\u00e4ytt\u00e4en.\r\nTutkimustulokset osoittivat, ett\u00e4 blogeissa tapahtuvalla suosittelulla on selv\u00e4stikin vaikutusta lukijoiden kuluttajak\u00e4ytt\u00e4ytymiseen. Blogien lukijoiden havaintoihin eWOM-viestinn\u00e4n uskottavuudesta vaikuttavat erityisesti bloggaajan motivaatio suosittelulle eli attribuutio, luotettavuus sek\u00e4 argumentointi, viestin yleinen laatu ja puolittaisuus. Uskottavuuden todettiin vaikuttavan positiivisesti eWOM-viestinn\u00e4n omaksumiseen sek\u00e4 ostoaikomuksen syntymiseen. Kaikki tutkielmassa asetetut hypoteesit eiv\u00e4t saaneet tukea, mutta tukea saaneet osoittautuivat my\u00f6s avointen vastausten my\u00f6t\u00e4 lukijoille erityisen t\u00e4rkeiksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Popularity of blogs and thereby also blog marketing has increased significantly in recent years. Blogs provide a possibility to share multimedia content in real-time for thousands of readers, who are interested in blog\u2019s subject. Bloggers have become celebrities, whose opinions are appreciated and followed. eWOM-communication is also perceived to be more credible than mass advertising.\r\nThe main goal of this thesis was to broaden the knowledge about blogs as a marketing communication platform. In theory part the main focus was in eWOM\u2013communication\u2019s use in marketing and its credibility. Also other marketing and online reviews related theories are included to complement the theory part. Recommendations can also be paralleled to online reviews, where products and services are being reviewed and recommended by consumers.\r\nIn the empirical part the goal was to study communicator and content -related factors that impact the reader\u2019s perceptions on eWOM-marketing communication\u2019s credibility, eWOM adoption and intention to buy. Another goal was to study readers\u2019 attitudes towards blog marketing now that the blogs have become more commercialized. Focus was especially on sponsored blog posts, made in collaboration with companies, where product, service or company is being highlighted with content-focused eWOM-marketing. \r\nMaterial for the empirical study was collected with an internet survey, targeted to finnish fashion and lifestyle blogs\u2019 readers, who were reached by sharing a link to the survey in social media, especially on websites about blogs and fashion. This way a group of 266 respondents was reached. Research data was analyzed by using structural equation modeling (SEM). Also content analysis was used to reflect the results from the quantitative part of the study. Different kinds of tables and figures were also used to help illustrate the results.\r\nThe research results suggest that recommendations clearly have an effect on readers\u2019 consumer behavior. The factors mainly affecting blog readers\u2019 perceptions on eWOM credibility were blogger\u2019s attribution or motivation to recommend, trustworthiness and argumentation and blog post\u2019s overall quality and sidedness. Credibility was found to have an positive impact on eWOM adoption and intention to buy. All the hypotheses stated in the study were not supported, but the ones that were supported proved to be especially important for the readers also regarding the answers for the open questions.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Emma Ranta (emsorant) on 2015-06-11 15:45:56.983166. 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.group@korppi.jyu.fi) on 2015-06-11T15:45:59Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201506112294.pdf: 18607996 bytes, checksum: ae2e1330b821230b01c222f2b0a8ed22 (MD5)\r\nlicense.html: 4903 bytes, checksum: f57ee1d2df7aea7ec53ad7faca3a50b8 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-06-11T15:45:59Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201506112294.pdf: 18607996 bytes, checksum: ae2e1330b821230b01c222f2b0a8ed22 (MD5)\r\nlicense.html: 4903 bytes, checksum: f57ee1d2df7aea7ec53ad7faca3a50b8 (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (122 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": "Blogit", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "eWOM", "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": "markkinointiviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "uskottavuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "suosittelumarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Elektroninen suosittelumarkkinointi blogeissa : viestij\u00e4n ja viestin sis\u00e4ll\u00f6n vaikutukset eWOM-viestinn\u00e4n uskottavuuteen ja kuluttajak\u00e4ytt\u00e4ytymiseen", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Viestij\u00e4n ja viestin sis\u00e4ll\u00f6n vaikutukset eWOM-viestinn\u00e4n uskottavuuteen ja kuluttajak\u00e4ytt\u00e4ytymiseen", "language": null, "element": "title", "qualifier": "alternative", "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-201506112294", "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": "2015-06-11T15:45:59Z", "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": "fi", "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": "601", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "blogit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "uskottavuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "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": "viraalimarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkomainonta", "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": "type", "qualifier": "okm", "schema": "dc"}]
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