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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hokkanen, Ville", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-08-17T09:03:14Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-08-17T09:03:14Z", "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:1492807", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46625", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median suosio on jatkanut huimaa kasvuaan ja siihen liittyv\u00e4t ty\u00f6kalut ovat l\u00f6yt\u00e4neet tiens\u00e4 my\u00f6s markkinoinnin pelikent\u00e4lle. Sosiaalista mediaa hyv\u00e4ksik\u00e4ytt\u00e4m\u00e4ll\u00e4 organisaatiot p\u00e4\u00e4sev\u00e4t l\u00e4hemm\u00e4ksi omia asiakkaitaan ja samalla asiakkaan sek\u00e4 kohdeorganisaation v\u00e4linen dialogi syvenee. L\u00e4heiset asiakassuhteet sek\u00e4 kaksisuuntainen dialogi on erityisen t\u00e4rke\u00e4\u00e4 urheilumarkkinoinnissa, jossa vahvat tunnesiteet ohjaavat kuluttajak\u00e4ytt\u00e4ytymist\u00e4 hyvin voimakkaasti. Vaikka sosiaalinen media on saanut paljon huomiota my\u00f6s urheilumarkkinointiin liittyviss\u00e4 tutkimuksissa, ovat sosiaalisen median tarjoamat hy\u00f6dyt viel\u00e4 osittain pimennossa.\r\nT\u00e4m\u00e4n tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4 sosiaalisen median k\u00e4yt\u00f6n vaikutuksia urheilukuluttajien br\u00e4ndikokemuksiin, br\u00e4ndiin samaistumiseen, koettuun tyytyv\u00e4isyyteen sek\u00e4 uskollisuuteen. Tutkimuksen keski\u00f6ss\u00e4 olivat sosiaalisen median kanavat Facebook, Twitter, Instagram ja Youtube. Tutkielman empiirinen aineisto ker\u00e4ttiin kvantitatiivisella kyselylomakkeella j\u00e4\u00e4kiekkoseura Helsingin Jokerien verkkosivuilla.\r\nKer\u00e4tty aineisto analysoitiin tilastollisin menetelmin IBM SPSS Statistics 20 -ohjelmistolla, ja teorian pohjalta luotuja hypoteeseja testattiin rakenneyht\u00e4l\u00f6mallinnuksen avulla Amos-ohjelmalla. Kyselylomake oli avoinna kahden viikon ajan, ja vastauksia kertyi yhteens\u00e4 823 kappaletta.\r\nTutkimuksen tulokset tukivat osittain aiempaa kirjallisuutta sek\u00e4 sen pohjalta luotua teoreettista mallia. Sosiaalisen median kanavien osalta Facebook, Twitter ja Youtube olivat merkityksellisesti t\u00e4rkeimpi\u00e4, sill\u00e4 niiden k\u00e4ytt\u00e4misell\u00e4 n\u00e4htiin selv\u00e4 positiivinen yhteys sek\u00e4 kuluttajien br\u00e4ndikokemuksiin ett\u00e4 br\u00e4ndiin samaistumiseen. Samaistumisen todettiin taas vaikuttavan voimakkaan positiivisesti sek\u00e4 koettuun tyytyv\u00e4isyyteen ett\u00e4 uskollisuuteen. Br\u00e4ndikokemusten yhteydet tyytyv\u00e4isyyteen ja uskollisuuteen olivat sen sijaan monimuotoisemmat, sill\u00e4 tiettyjen br\u00e4ndikokemusdimensioiden kohdalla havaitut yhteydet olivat negatiivisia.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Ville Hokkanen (vivahokk) on 2015-08-17 09:03:14.268611. 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 2015-08-17T09:03:14Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201508172670.pdf: 891536 bytes, checksum: 98b31c0046de54563bb152c53b77ba14 (MD5)\r\nlicense.html: 1152 bytes, checksum: cc7c92208a56f20f6017a102f94b946c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-08-17T09:03:14Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201508172670.pdf: 891536 bytes, checksum: 98b31c0046de54563bb152c53b77ba14 (MD5)\r\nlicense.html: 1152 bytes, checksum: cc7c92208a56f20f6017a102f94b946c (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (103 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": "Urheilumarkkinointi", "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": "br\u00e4ndit", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "identifikaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndiin samaistuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndikokemukset", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakastyytyv\u00e4isyys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "uskollisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen median k\u00e4yt\u00f6n yhteys urheilukuluttajien br\u00e4ndi-k\u00e4sityksiin", "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-201508172670", "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": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", 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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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