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[{"key": "dc.contributor.advisor", "value": "Salo, Markus", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Mattila, Juuso", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-06-17T09:18:14Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-06-17T09:18:14Z", "language": null, "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:1476194", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46344", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Viestint\u00e4 erilaisissa online-kanavissa on nykyp\u00e4iv\u00e4n\u00e4 yleinen tapa olla vuoro-vaikutuksessa tuttujen, mutta my\u00f6s tuntemattomien henkil\u00f6iden kanssa. Verkkov\u00e4litteinen suusanallinen viestint\u00e4, eWOM-viestint\u00e4 on noussut digitaalisessa maailmassa t\u00e4rke\u00e4ksi markkinointiv\u00e4lineeksi yrityksille. eWOM-viestint\u00e4 ja online-suosittelu on osa jokap\u00e4iv\u00e4ist\u00e4 vuorovaikutusta arvostelusivustoilla, so-siaalisissa verkkoyhteis\u00f6iss\u00e4, blogeissa, sis\u00e4ll\u00f6njakosivustoilla sek\u00e4 muissa sosi-aalisen median kanavissa. eWOM-viestint\u00e4 on t\u00e4rke\u00e4\u00e4 kaikille organisaatioille, se viestitt\u00e4\u00e4 yritykselle kuluttajien asenteista ja mielipiteist\u00e4 tuotteita tai palve-luja kohtaan. Kuluttajien asenteet ja mielipiteet ovat t\u00e4rkeit\u00e4 tekij\u00f6it\u00e4 yrityksen menestymisen kannalta. T\u00e4ss\u00e4 tutkimuksessa on tutkittu eWOM-viestinn\u00e4n jakamiseen johtavien motivaatioiden taustatekij\u00f6it\u00e4. Tutkimuksen p\u00e4\u00e4paino on eWOM-viestinn\u00e4n motivaatiotekij\u00f6iden tutkiminen viestin l\u00e4hett\u00e4j\u00e4n n\u00e4k\u00f6kul-masta. Tutkimuksessa on tutkittu my\u00f6s suljetun ja avoimen online-kanavan erojen vaikutusta jakaa eWOM-viestint\u00e4\u00e4 sek\u00e4 tutkittu negatiivisen ja positiivi-sen eWOM-viestinn\u00e4n eroja jakamisen motivaation kannalta. Tutkielmassa on ensin esitelty aiempaa kirjallisuutta eWOM-viestinn\u00e4st\u00e4 ja sen jakamisen moti-vaatiotekij\u00f6ist\u00e4. T\u00e4m\u00e4n j\u00e4lkeen on esitelty empiirinen laadullinen tutkimus eWOM-viestinn\u00e4n jakamisen motivaatiotekij\u00f6ist\u00e4, joka on rajattu koskemaan vapaalaskuv\u00e4lineiden ja \u2013br\u00e4ndien eWOM-viestint\u00e4\u00e4 viestin l\u00e4hett\u00e4j\u00e4n n\u00e4k\u00f6-kulmasta. Haastatteluaineisto on ker\u00e4tty teemahaastatteluina ja haastatellut henkil\u00f6t ovat suomalaisia vapaalaskijoita. Haastatellut valittiin yht\u00e4 lukuun ottamatta suomalaisesta suljetusta vapaalaskuaiheisesta Facebook-ryhm\u00e4n j\u00e4-senist\u00f6st\u00e4. Tutkimustulokset tukevat kirjallisuudessa l\u00f6ydettyj\u00e4 tuloksia motivaatiotekij\u00f6ist\u00e4 jakaa eWOM-viestint\u00e4\u00e4 erilaisissa online-kanavissa. Kaikki t\u00e4m\u00e4n tutkimuksen viitekehyksess\u00e4 esitellyt motivaatiot esiintyiv\u00e4t t\u00e4m\u00e4nkin tutkimuksen haastatteluissa. Tutkimuksessa l\u00f6ydettiin uusia motivaatiotekij\u00f6it\u00e4, joita aiemmassa kirjallisuudessa ei ole mainittu, kuten sponsorointi ja harhauttaminen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Communication in different online platforms has become a common way for people to interact with their own common connections but it has also become a place for interacting with new previously unknown people. Electronic word of mouth communication (eWOM) has become important marketing tool for com-panies in the digitalized world. eWOM communication and online recommen-dation are a part of our everyday interaction through review sites, social net-working sites, blogs, content sharing sites, and many other social media plat-forms. eWOM communication is important for all organizations. It communicates consumers' attitudes and opinions toward products or services to compa-nies. Consumer attitudes and opinions are important factors in the company's success. This research studies the motivation factors of sharing eWOM commu-nications. The focus of this research is on the motivation factors of eWOM communications from the sender perspective. This research also studies the dif-ference of influence between closed and open online platform sharing eWOM communication and influence of the eWOM valence. The first part of this pre-sents the previous research literature of eWOM-communication and motivation of sharing eWOM. The second part of this study presents an empirical qualitative research of eWOM motivation factors. Empirical part is limited to freeride skiing equipment and the freeride skiing brands. The data was collected with theme interview and the interviewees were Finnish freeride skiers. The interviewees were selected from closed Finnish freeride community Facebook group. The results of this research support the earlier literature of motivation factors to share eWOM in online platforms. The same motivation factors presented in the framework that was used for this research are all presented in the interviews of this research. This research also found new motivation factors that were not mentioned in the previous literature, such as sponsorship and misleading.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Juuso Mattila (juupetma) on 2015-06-17 09:18:13.870070. 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 2015-06-17T09:18:14Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201506172353.pdf: 1065933 bytes, checksum: 3478f35b7f161721d3accff8f3436411 (MD5)\nlicense.html: 4827 bytes, checksum: 0e5a2c08f27dadec63a103548cae1425 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-06-17T09:18:14Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201506172353.pdf: 1065933 bytes, checksum: 3478f35b7f161721d3accff8f3436411 (MD5)\nlicense.html: 4827 bytes, checksum: 0e5a2c08f27dadec63a103548cae1425 (MD5)\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (65 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": "eWOM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "verkkoymp\u00e4rist\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "motivaatiotekij\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online-kanava", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online-suosittelu", "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": "motivation factor", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online platform", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online recommendation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vapaalaskuv\u00e4lineiden ja -br\u00e4ndien eWOM-viestinn\u00e4n motivaatiotekij\u00e4t", "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-201506172353", "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": "2015-06-17T09:18:14Z", "language": null, "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": null, "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", 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