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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Gratschew, Maarit", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-05-13T08:38:11Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-05-13T08:38:11Z", "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:1534897", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/49770", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "M\u00e4\u00e4r\u00e4aikaiset, lyhyet ty\u00f6suhteet ja ty\u00f6tt\u00f6myys leimaavat t\u00e4n\u00e4 p\u00e4iv\u00e4n\u00e4 monia ammattialoja ja kilpailu avoimista ty\u00f6paikoista voi olla eritt\u00e4in kovaa. Lukemattomat eri alojen ammattilaiset kilpailevat usein samoista rajallisista ty\u00f6paikoista. T\u00e4m\u00e4 yht\u00e4l\u00f6 on lis\u00e4nnyt kiinnostusta joukosta erottumisen keinoihin, kuten henkil\u00f6br\u00e4nd\u00e4ykseen ja LinkedInin tyylisiin sosiaalista mediaa hy\u00f6dynt\u00e4viin palve-luihin, jotka voivat toimia ty\u00f6kaluina muista erottumisessa.\n\nT\u00e4ss\u00e4 maisterintutkielmassa tarkastellaan LinkedIni\u00e4 k\u00e4ytt\u00e4vien ammattilaisten k\u00e4sityksi\u00e4 henkil\u00f6-br\u00e4nd\u00e4yksest\u00e4 LinkedIn-palvelussa. Tutkimuksessa pyrit\u00e4\u00e4n valottamaan niit\u00e4 k\u00e4sityksi\u00e4, joita eri alojen ammattilaisilla on LinkedInin k\u00e4ytt\u00e4misest\u00e4 henkil\u00f6br\u00e4nd\u00e4yksen tarkoituksiin ja sit\u00e4, miten he m\u00e4\u00e4rittelev\u00e4t henkil\u00f6br\u00e4nd\u00e4yksen LinkedIniss\u00e4. Samalla tarkastellaan teemoja, jotka nousevat esiin n\u00e4iden tutkimusvaiheiden aikana. Tutkimuksessa selvitet\u00e4\u00e4n erityisesti sit\u00e4, ovatko ammattilaisten k\u00e4sitykset linjassa niiden n\u00e4kemysten kanssa, joita esitet\u00e4\u00e4n henkil\u00f6br\u00e4nd\u00e4yksest\u00e4 kertovissa teorioissa ja malleissa.\n\nK\u00e4sitteen\u00e4 henkil\u00f6br\u00e4nd\u00e4ys l\u00e4hestyy markkinoinnin maailmaa. T\u00e4m\u00e4n tutkimuksen p\u00e4\u00e4k\u00e4sitteit\u00e4 ovat henkil\u00f6br\u00e4ndi, henkil\u00f6br\u00e4nd\u00e4ys ja LinkedIn sosiaalisen median ymp\u00e4rist\u00f6n\u00e4. Henkil\u00f6br\u00e4nd\u00e4-ykseen liittyvien teorioiden lis\u00e4ksi tutkimus esittelee kaksi henkil\u00f6br\u00e4nd\u00e4yst\u00e4 esittelev\u00e4\u00e4 mallia, Authentic personal branding modelin ja Brand Identity Planning Modelin, jotka selitt\u00e4v\u00e4t henkil\u00f6-br\u00e4nd\u00e4yst\u00e4 ja henkil\u00f6br\u00e4ndin muodostumista.\n\nTutkimuksen aineisto ker\u00e4ttiin LinkedInist\u00e4 alustan omaa hakutoimintoa hy\u00f6dynt\u00e4en. Aineisto koostui postauksista, jotka k\u00e4sitteliv\u00e4t henkil\u00f6br\u00e4nd\u00e4yst\u00e4 ja jotka eri alojen ammattilaiset ovat kir-joittaneet eri n\u00e4k\u00f6kulmista sek\u00e4 julkaisseet LinkedIniss\u00e4. Tutkimusmetodina k\u00e4ytettiin netnografiaa ja aineisto analysoitiin hy\u00f6dynt\u00e4m\u00e4ll\u00e4 teoriaohjaavaa sis\u00e4ll\u00f6nanalyysi\u00e4, joka on laadullisen sis\u00e4ll\u00f6n-analyysin muoto.\n\nYhten\u00e4 t\u00e4rkeimmist\u00e4 tutkimustuloksista voidaan todeta, ett\u00e4 ammattilaisten k\u00e4sitykset henkil\u00f6br\u00e4n-d\u00e4yksest\u00e4 ovat pitk\u00e4lti samoja kuin aihetta k\u00e4sitteleviss\u00e4 teorioissa ja malleissa, mutta k\u00e4sittelev\u00e4t aihetta hieman eri n\u00e4k\u00f6kulmista ja usein jopa syvemmin kuin kirjallisuudessa. \n\nTutkimuksen tuloksia voidaan hy\u00f6dynt\u00e4\u00e4 laajemman ymm\u00e4rryksen luomiseksi henkil\u00f6br\u00e4nd\u00e4ykses-t\u00e4 ilmi\u00f6n\u00e4. Tutkimuksessa esitetyn tiedon, tulosten ja p\u00e4\u00e4telmien toivotaan innostavan ja hy\u00f6dytt\u00e4v\u00e4n henkil\u00f6br\u00e4nd\u00e4yksest\u00e4 kiinnostuneita ammattilaisia, joiden pyrkimyksen\u00e4 on toteuttaa henkil\u00f6-br\u00e4nd\u00e4yst\u00e4 tai jotka haluavat tiet\u00e4\u00e4 aiheesta lis\u00e4\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Many fields of profession are nowadays characterized by temporary employment and rivalry for the available jobs can be intense. Countless professionals are often competing for the same limited posi-tions. This has increased the interest in the means of standing out in the crowd, such as personal branding and services like LinkedIn that can serve as tools for this purpose. \n\nThis master\u2019s thesis is a study of how professionals, who use LinkedIn, perceive personal branding in the platform. The study sought to clarify the perceptions that professionals of various fields have of using LinkedIn for personal branding, how they define what personal branding in LinkedIn is and which are the themes become highlighted in the process. Most importantly, the study investigated whether these perceptions were in line with the theories and models that are available of personal branding.\n\nAs a concept, personal branding touches the field of marketing closely. The main concepts of this study were personal brand, personal branding and LinkedIn as a concept of social media. In addition to theory of personal branding, this study presented two descriptive models, the Authentic personal branding model and Brand Identity Planning Model, which explain personal branding and how a personal brand is formed.\n\nThe data for this research was collected from LinkedIn by using the platform\u2019s own search tool. The data consisted of postings which were written and published in LinkedIn by professionals of different fields and which discussed personal branding in LinkedIn from different angles. Netnography was used as the research method and the analysis of the research data was conducted by using theory-bound analysis, which is a method of qualitative content analysis.\n\nThe most important research results included that the perceptions that professionals have of personal branding were much in line with the views that were presented in theories and models which discuss the subject, although they sometimes discussed the subject more profoundly, compared to literature.\n\nThe findings of this study may be of use in creating a wider understanding of personal branding as a phenomenon. Hopefully the information, results and conclusions that are presented in this study can be of interest and aid to professionals who intend to engage in personal branding activities or want to learn more about the subject.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Maarit Gratschew (makagrat) on 2016-05-13 08:38:08.600394. 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 2016-05-13T08:38:11Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201605132536.pdf: 8973258 bytes, checksum: 5f90b96f59708716ce83a325f8e02b9d (MD5)\nlicense.html: 4842 bytes, checksum: 40d90836446d0201befdf97553608cf0 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-05-13T08:38:11Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201605132536.pdf: 8973258 bytes, checksum: 5f90b96f59708716ce83a325f8e02b9d (MD5)\nlicense.html: 4842 bytes, checksum: 40d90836446d0201befdf97553608cf0 (MD5)\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (106 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": "eng", "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": "netnografia", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "A netnographic study of how professionals perceive personal branding in LinkedIn", "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-201605132536", "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", "schema": "dc"}, {"key": "dc.date.updated", "value": "2016-05-13T08:38:11Z", "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": "3131", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "LinkedIn", "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.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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