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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Svahn, Mari", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-12-20T09:48:38Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-12-20T09:48:38Z", "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:1644726", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/52474", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median my\u00f6t\u00e4 br\u00e4ndeihin liittyv\u00e4\u00e4 sis\u00e4lt\u00f6\u00e4 voi tehd\u00e4 kuka tahansa. Kuluttajat luottavat toistensa kokemuksiin enemm\u00e4n kuin perinteiseen mainontaan, joten kuluttajien tekem\u00e4 positiivinen sis\u00e4lt\u00f6 on br\u00e4ndille arvokasta. Kuluttajia voidaan kannustaa sis\u00e4ll\u00f6n luomiseen monella eri tavalla, kuten erilaisten kilpailujen avulla.\r\n\r\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4 kuluttajan motivaatioita osallistua br\u00e4ndiin liittyv\u00e4n sis\u00e4ll\u00f6n luomiseen. Tutkimuksen tavoitteena on selvitt\u00e4\u00e4 mihin tarkoitukseen kuluttajat k\u00e4ytt\u00e4v\u00e4t sosiaalista mediaa, ja millaista sis\u00e4lt\u00f6\u00e4 he siell\u00e4 jakavat ja miksi. Lis\u00e4ksi pyrit\u00e4\u00e4n m\u00e4\u00e4rittelem\u00e4\u00e4n millaista on hyv\u00e4 sis\u00e4lt\u00f6. Tutkimuksen tavoitteena on my\u00f6s selvitt\u00e4\u00e4 miksi kuluttajat osallistuvat sosiaalisessa mediassa oleviin kilpailuihin. Lopuksi tutkitaan my\u00f6s sit\u00e4, vaikuttaako yhteis\u00f6llisyys kuluttajan k\u00e4ytt\u00e4ytymiseen sosiaalisessa mediassa. Tutkimus toteutettiin laadullisena tutkimuksena ja sen aineisto ker\u00e4ttiin haastattelemalla kymment\u00e4 aktiivista sosiaalisen median k\u00e4ytt\u00e4j\u00e4\u00e4. Aineiston analysointiin k\u00e4ytettiin aineistol\u00e4ht\u00f6ist\u00e4 sis\u00e4ll\u00f6nanalyysi\u00e4. \r\n\r\nTutkimustuloksissa huomattiin, ett\u00e4 yleisimm\u00e4t kuluttajan motivaatiotekij\u00e4t ovat tiedonhaku, viihde, sosiaalinen vuorovaikutus ja identiteetti. Sosiaalista mediaa k\u00e4ytettiin aina silloin, kun haluttiin kuluttaa aikaa tai rentoutua. Kil-pailuihin osallistuttiin palkinnon ja voitonhalun takia. Hyv\u00e4t kilpailut sopivat kuluttajien identiteettiin ja el\u00e4m\u00e4ntyyliin. T\u00e4ss\u00e4 tutkimuksessa yhteis\u00f6llisyytt\u00e4 ei juuri havaittu, mutta muiden osallistujien olemassaolo tiedostettiin sis\u00e4lt\u00f6j\u00e4 tehdess\u00e4. Erityisesti negatiivisten yhteis\u00f6jen syntyminen vaikuttaa my\u00f6s mui-den kuluttajien k\u00e4ytt\u00e4ytymiseen ja sis\u00e4lt\u00f6jen seuraamiseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Mari Svahn (majosvah) on 2016-12-20 09:48:38.183407. 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 2016-12-20T09:48:38Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201612205186.pdf: 665378 bytes, checksum: 44254ec9af7d66ade48ed9d9dd2005b9 (MD5)\r\nlicense.html: 4849 bytes, checksum: 4a8652cb3633fa86f6c40f4b601b5c35 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-12-20T09:48:38Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201612205186.pdf: 665378 bytes, checksum: 44254ec9af7d66ade48ed9d9dd2005b9 (MD5)\r\nlicense.html: 4849 bytes, checksum: 4a8652cb3633fa86f6c40f4b601b5c35 (MD5)\r\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (85 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": "sis\u00e4ll\u00f6n luominen", "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": "kilpailut", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kuluttaja", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sis\u00e4lt\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "motivaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Luodaan yhdess\u00e4 : mitk\u00e4 asiat motivoivat kuluttajaa tekem\u00e4\u00e4n br\u00e4ndiin liittyv\u00e4\u00e4 sis\u00e4lt\u00f6\u00e4?", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Mitk\u00e4 asiat motivoivat kuluttajaa tekem\u00e4\u00e4n br\u00e4ndiin liittyv\u00e4\u00e4 sis\u00e4lt\u00f6\u00e4?", "language": null, "element": "title", "qualifier": "alternative", "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-201612205186", "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", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2016-12-20T09:48:39Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "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": "20423", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": 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