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[{"key": "dc.contributor.advisor", "value": "Munnukka Juha", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Oksanen, Tytti", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-05-13T06:59:49Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-05-13T06:59:49Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2016", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1537241", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/49768", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Blogit ovat nyky\u00e4\u00e4n olennainen markkinointikanava ja osa kuluttajien ostoprosessia, sill\u00e4 monet kuluttajat lukevat arvosteluja tuotteista ja palveluista blogeista ennen osto-p\u00e4\u00e4t\u00f6ksen tekemist\u00e4. Blogit sis\u00e4lt\u00e4v\u00e4t kasvavassa m\u00e4\u00e4rin kaupallista sis\u00e4lt\u00f6\u00e4, jonka tarkoituksena on myyd\u00e4 kuluttajille erilaisia tuotteita yleens\u00e4 suosittelun keinoin. T\u00e4m\u00e4 tutkimus perehtyy kaupallisten suositusten vaikutukseen kuluttajien asenteisiin suosittelua ja brandia kohtaan. Uskottavuuden muodostumista tutkittiin asiantuntijuuden, luotettavuuden, samankaltaisuuden, vieh\u00e4tt\u00e4vyyden ja sivuston uskottavuuden kautta. Tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4 vaikuttaako blogien uskottavuus my\u00f6nteisesti blogimainonnan tehokkuuteen.\n Tutkielman empiirinen aineisto ker\u00e4ttiin Jyv\u00e4skyl\u00e4n yliopiston s\u00e4hk\u00f6postilistojen kautta, tavoittaen 386 vastaajaa. Tutkimuksessa k\u00e4ytetty kysely ker\u00e4ttiin kolmessa osassa, k\u00e4ytt\u00e4en kolmea erityyppist\u00e4 blogia tutkimuksessa. Erilaisten blogien k\u00e4yt\u00f6n tarkoituksena oli saada mahdollisimman kattava aineisto blogeista. Tutkielma analysoitiin kvantitatiivisen tutkimuksen menetelmin k\u00e4ytt\u00e4en muun muassa faktorianalyysia ja rakenneyht\u00e4l\u00f6mallinnusta. Tutkimuksen tulokset noudattivat hyvin vahvasti aiempien tutkimusten tuloksia; uskottavuuden todettiin vaikuttavan merkitsev\u00e4sti asenteeseen suosittelua ja brandia kohtaan. Uskottavuuden tutkittiin my\u00f6s vaikuttavan suoraan asenteeseen brandia kohtaan. T\u00e4m\u00e4n perusteella voidaan todeta uskottavuuden vaikuttavan merkitsev\u00e4sti blogimainonnan tehokkuuteen. Asiantuntijuuden, luotettavuuden, samankaltaisuuden, vieh\u00e4tt\u00e4vyyden ja sivuston uskottavuuden todettiin vaikuttavan hyvin vahvasti uskottavuuden muodostumiseen blogikontekstissa. Uskottavuuden suhteet asiantuntijuuteen ja vieh\u00e4tt\u00e4vyyteen olivat mitatuista dimensioista vahvimmat.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Tytti Oksanen (tytuoksa) on 2016-05-13 06:59:49.156659. 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 2016-05-13T06:59:49Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201605132534.pdf: 827409 bytes, checksum: fe8f871b276f71bb033569eba6415649 (MD5)\nlicense.html: 4841 bytes, checksum: 775b35610d32e906d75ab58f03ab106f (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-05-13T06:59:49Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201605132534.pdf: 827409 bytes, checksum: fe8f871b276f71bb033569eba6415649 (MD5)\nlicense.html: 4841 bytes, checksum: 775b35610d32e906d75ab58f03ab106f (MD5)\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (68 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": "suosittelu", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Blogien uskottavuuden vaikutus kuluttajien asenteisiin suosittelua ja brandia kohtaan", "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-201605132534", "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", 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"schema": "dc"}, {"key": "dc.subject.yso", "value": "blogit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asenteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "luotettavuus", "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": "markkinointi", "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": 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