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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Virolainen, Mia", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-11-10T08:52:41Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-11-10T08:52:41Z", "language": "", "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:1642675", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/51850", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media tuo organisaatiot ja yleis\u00f6t yhteiselle areenalle, jossa organisaatioiden on keksitt\u00e4v\u00e4 uusia tapoja saadakseen yleis\u00f6jen huomion sek\u00e4 pit\u00e4\u00e4kseen viestins\u00e4 pinnalla ja jossa yleis\u00f6ill\u00e4 on mahdollisuus kyseenalaistaa organisaatioita.\r\n\r\nT\u00e4m\u00e4n tutkimuksen tavoitteena oli selvitt\u00e4\u00e4 tilannetta, jossa yleis\u00f6 kaappaa organisaation Twitter- kampanjan hashtagin ja k\u00e4\u00e4nt\u00e4\u00e4 kampanjan organisaatiota vastaan. Tutkimuksessa selvitet\u00e4\u00e4n, millainen prosessi hashtagin kaappaaminen on ja millaisia kaappauksia hashtagilla on tutkimalla kahvilaketju Starbucksin maaliskuussa 2015 lanseeraaman racetogether-kampanjan hashtagia.\r\n\r\nTutkimusaineistoksi ker\u00e4ttiin tuhat #racetogether-hashtagilla merkitty\u00e4 twiitti\u00e4 suoraan Twitterist\u00e4. Aineisto analysoitiin aikaisempaa br\u00e4ndivastarintaan liittyv\u00e4\u00e4 tutkimusta hy\u00f6dynt\u00e4en teoriaohjaavalla sis\u00e4ll\u00f6nanalyysill\u00e4. Tutkimuksen teoreettisessa viitekehyksess\u00e4 aihetta taustoitettiin muun muassa sosiaalisen median ja Twitterin, word-of-mouth-viestinn\u00e4n, br\u00e4ndien merkityksen yhdess\u00e4luomisen sek\u00e4 br\u00e4ndivastarinnan n\u00e4k\u00f6kulmista.\r\n\r\nTutkimuksessa selvisi, ett\u00e4 hashtagin kaappaaminen on Twitterin teknisten ominaisuuksien vuoksi nopeasti etenev\u00e4 tapahtumasarja, jossa hitaasti ja v\u00e4h\u00e4sanaisesti reagoiva organisaatio j\u00e4\u00e4 altavastaajaksi, kun itse\u00e4\u00e4n ja yleis\u00f6\u00e4\u00e4n viihdytt\u00e4vien humoristien, kampanjaa ja organisaatiota parjaavien kriitikoiden sek\u00e4 negatiivisten huutelijoiden twiitit ylitt\u00e4v\u00e4t uutiskynnyksen verkkomediassa. Verkkomedian tuottamia artikkeleita tapahtuneesta jaetaan Twitteriss\u00e4 edelleen, ja hashtagin kaappaamisesta tulee itse\u00e4\u00e4n voimistava keh\u00e4. Suuri negatiivisen word-of-mouthin aalto menee kuitenkin ohi, eik\u00e4 hashtagin kaappaamisella ole v\u00e4ltt\u00e4m\u00e4tt\u00e4 ainakaan v\u00e4litt\u00f6mi\u00e4 taloudellisia vaikutuksia br\u00e4ndin arvoon.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Mia Virolainen (mimaviro) on 2016-11-10 08:52:40.115788. 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 2016-11-10T08:52:41Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201611104603.pdf: 4156633 bytes, checksum: 8de91b91106c0b9befe40e50a3e3c243 (MD5)\r\nlicense.html: 4832 bytes, checksum: 97946c279c67863f894836834bd0fba4 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-11-10T08:52:41Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201611104603.pdf: 4156633 bytes, checksum: 8de91b91106c0b9befe40e50a3e3c243 (MD5)\r\nlicense.html: 4832 bytes, checksum: 97946c279c67863f894836834bd0fba4 (MD5)\r\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (79 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": "hashtagit", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kaappaus", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "k\u00e4ytt\u00e4jien luoma sis\u00e4lt\u00f6", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "word-of-mouth", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Hashtagin kaappaaminen Twitteriss\u00e4 : huumoria, kritiikki\u00e4 ja huutelua", "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-201611104603", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": 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