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[{"key": "dc.contributor.author", "value": "Haapakoski, Tiina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-01-15T10:52:31Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-01-15T10:52:31Z", "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:1507371", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/48363", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkielmassa tutkittiin yritysblogien dialogisia ominaisuuksia. Aikaisimmissa tutkimuksissa on todettu, ett\u00e4 yritysblogit soveltuvat yrityksen suhde- ja liiketoiminnan edist\u00e4miseen, niiden suosio on kasvanut ja haasteena on yritysblogien heikko dialoginen kapasiteetti. Miten suomalaiset PR-ammattilaiset hy\u00f6dynt\u00e4v\u00e4t yritysblogien dialogista kapasiteettia? PR-ammattiryhm\u00e4ksi valikoituivat MTL:n j\u00e4senyrityksist\u00e4 mainos- ja viestint\u00e4toimistot: toimistoja 20, tutkimusaika 1.4.\u201331.7.2015, 129 blogikirjoitusta. Teoreettisessa viitekehyksess\u00e4 m\u00e4\u00e4riteltiin dialogiset ominaisuudet. Tutkimuksessa k\u00e4ytettiin laadullista ja m\u00e4\u00e4r\u00e4llist\u00e4 sis\u00e4ll\u00f6nanalysia ja yritysblogien\ndialogisia ominaisuuksia tutkittiin kolmen tutkimuskysymyksen avulla.\n\n1. Mit\u00e4 interaktiivisia ominaisuuksia l\u00f6ytyy mainos- ja viestint\u00e4toimistojen yritysblogeista\ndialogisuuden vahvistamiseksi? Jotkut toimistot tukevat kommentointia, aktiivista julkaisemista,jakamista ja linkkej\u00e4. Suurimmat haasteet liittyv\u00e4t kommentointiin, jakamisen kielt\u00e4miseen,jakamisen toteutumiseen ja alhaiseen julkaisuaktiivisuuteen. Toimistoista 80 prosentilla on erilaisia vajeita interaktiivisten ominaisuuksien hy\u00f6dynt\u00e4misess\u00e4. Kaikilla toimistoilla on haasteita lukijoiden sitouttamisessa keskusteluun tai jakamiseen. Kommentoinnin sallimisella voi olla vaikutusta my\u00f6s lukijan halukkuuteen jakaa kirjoituksia eteenp\u00e4in. 2. Mink\u00e4laisia sis\u00e4lt\u00f6ominaisuuksia mainos- ja viestint\u00e4toimistojen yritysblogit tarjoavat dialogisuuden edist\u00e4miseksi? Toimistot tarjoavat eniten tietoa viestinn\u00e4n ajankohtaisista ilmi\u00f6ist\u00e4, joiden yhteydess\u00e4 kerrotaan monipuolisesti my\u00f6s yrityksest\u00e4, ulkoisesta toimintaymp\u00e4rist\u00f6st\u00e4 ja asiakkaista. Sis\u00e4lt\u00f6l\u00e4hteiden uskottavuus perustuu useimmiten toimistojen ja sen asiantuntijoiden n\u00e4kemyksiin. Nautinnollisuus ilmenee p\u00e4\u00e4asiassa kuvilla ja rennolla kirjoitustyylill\u00e4. Multimedian k\u00e4ytt\u00f6 on maltillista, l\u00e4hinn\u00e4 kuvia. L\u00e4heisyyden n\u00e4k\u00f6kulmasta bloggaaja kertoo itsest\u00e4\u00e4n ja puhuttelee lukijaa tekstirakenteiden avulla jonkin verran. Bloggaajien perustietojen ja kuvien osalta bloggaajat j\u00e4\u00e4v\u00e4t usein et\u00e4isemmiksi. 3. Miten mainos- ja viestint\u00e4toimistot hy\u00f6dynt\u00e4v\u00e4t\nyritysblogien k\u00e4ytett\u00e4vyytt\u00e4 dialogisuuden tukemiseksi? Perus- ja navigointirakenteiden ja\ninteraktiivisten ominaisuuksien hy\u00f6dynt\u00e4misess\u00e4 esiintyy vajeita.\n\nTutkimus oli rajallinen, mutta tuloksista voidaan p\u00e4\u00e4tell\u00e4, ett\u00e4 yritysblogien dialogisen kapasiteetin k\u00e4ytt\u00e4misess\u00e4 on vajeita ja dialogin hy\u00f6dynt\u00e4misess\u00e4 on haasteita. Johtaako kenties sana yritysblogi harhaan? Yritys on absrakti k\u00e4site eli se ei voi keskustella, kysy\u00e4 ja kuunnella. Jatkotutkimuksille on tarvetta. T\u00e4ss\u00e4 tutkimuksessa pienemm\u00e4t henkil\u00f6st\u00f6resurssit eiv\u00e4t selit\u00e4 t\u00e4ysin esimerkiksi kommentoinnin kielt\u00e4mist\u00e4. Mist\u00e4 vajeet ja haasteet johtuvat?", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Tiina Haapakoski (rasantii) on 2016-01-15 10:52:30.710454. 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 2016-01-15T10:52:31Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201601151119.pdf: 1004117 bytes, checksum: 9ef697f1391d18a7dd9b9f5f23c0d4af (MD5)\nlicense.html: 4847 bytes, checksum: 628e78d648b2372f69d28e7f7a3000cd (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-01-15T10:52:31Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201601151119.pdf: 1004117 bytes, checksum: 9ef697f1391d18a7dd9b9f5f23c0d4af (MD5)\nlicense.html: 4847 bytes, checksum: 628e78d648b2372f69d28e7f7a3000cd (MD5)\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (138 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": "bloggaaminen suhdetoiminnassa", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "blogin laatu", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "blogin ominaisuudet", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "blogin sis\u00e4lt\u00f6", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "blogin suunittelu", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "dialoginen suhdetoiminta", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yritysblogi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yritysten bloggaaminen", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Yritysblogien dialogiset ominaisuudet suomalaisissa mainos- ja viestint\u00e4toimistoissa", "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-201601151119", "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", 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