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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Karlsson, Fanny", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "M\u00e4kinen, Sisko", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-05-02T17:08:21Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-05-02T17:08:21Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2017", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1702442", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/53743", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ihmiset ovat aina keskustelleet t\u00f6ist\u00e4 sidosryhmiens\u00e4 kanssa. Sosiaalisen median my\u00f6t\u00e4 n\u00e4m\u00e4 keskustelut ovat siirtyneet kahvip\u00f6ydist\u00e4 my\u00f6s julkisille areenoille. Edell\u00e4k\u00e4vij\u00e4organisaatiot ovat n\u00e4hneet t\u00e4ss\u00e4 kehityksess\u00e4 uhan sijaan mahdollisuuden, joka auttaa organisaation viestej\u00e4 erottumaan sis\u00e4lt\u00f6jen massasta.\r\n\r\nT\u00e4m\u00e4n tutkimuksen tavoitteena on tutkia sosiaalisen median sis\u00e4lt\u00f6j\u00e4 ty\u00f6ntekij\u00e4l\u00e4hettilyys-ilmi\u00f6n n\u00e4k\u00f6kulmasta. Tutkimuksen kohdekanavana toimi Twitter ja tutkimusaineistona kohdeorganisaatio Valio Oy:n ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4iden tuottamat sis\u00e4ll\u00f6t Twitteriss\u00e4. Aineisto muodostettiin ker\u00e4\u00e4m\u00e4ll\u00e4 #valiojengi ja #valioty\u00f6t\u00e4 -hashtagien alta l\u00f6ytyneet twiitit noin seitsem\u00e4n kuukauden ajalta. Tutkimusaineiston laajuus oli 2 060 twiitti\u00e4. Yhdist\u00e4m\u00e4ll\u00e4 laadullista sis\u00e4ll\u00f6n analyysi\u00e4 ja m\u00e4\u00e4r\u00e4llist\u00e4 sis\u00e4ll\u00f6n erittely\u00e4 tutkimuksella pyrittiin selvitt\u00e4m\u00e4\u00e4n millaisia sis\u00e4lt\u00f6j\u00e4 ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4\u00e4t Twitteriss\u00e4 tuottavat ja millaiset sis\u00e4ll\u00f6t resonoivat yleis\u00f6iss\u00e4 parhaiten.\r\n\r\nTutkimuksen teoreettisena viitekehyksen\u00e4 tarkasteltiin ty\u00f6ntekij\u00e4l\u00e4hettilyyden muodostumista organisaatiossa sek\u00e4 sen haittoja ja hy\u00f6tyj\u00e4 organisaation n\u00e4k\u00f6kulmasta. Sis\u00e4lt\u00f6j\u00e4 tarkasteltiin sis\u00e4lt\u00f6markkinoinnin ja sis\u00e4lt\u00f6jen k\u00e4ytt\u00f6syiden n\u00e4k\u00f6kulmasta. Teorian pohjalta tunnistettiin nelj\u00e4 toimivan sis\u00e4ll\u00f6n elementti\u00e4: 1) interaktiivisuus, 2) aitous ja luotettavuus, 3) informatiivisuus ja ajankohtaisuus sek\u00e4 4) tarinallisuus.\r\n\r\nTutkimuksessa selvisi, ett\u00e4 ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4\u00e4t jakavat Twitteriss\u00e4 monenlaisia sis\u00e4lt\u00f6j\u00e4. N\u00e4m\u00e4 teemoiteltiin tutkimuksessa kuuteen ryhm\u00e4\u00e4n, jotka olivat 1) br\u00e4ndituotteet, 2) br\u00e4ndin ty\u00f6ntekij\u00e4l\u00e4hettilyys, 3) yritys br\u00e4ndin takana, 4) br\u00e4ndi monessa mukana, 5) br\u00e4ndin sidosryhm\u00e4t ja 6) muut sis\u00e4ll\u00f6t. Suurimpana sis\u00e4lt\u00f6teemana aineistossa esiintyi br\u00e4ndin tuotteisiin liittyv\u00e4t sis\u00e4ll\u00f6t.\r\n\r\nSuosituimpien twiittien analysointi paljasti, ett\u00e4 aiemmista tutkimuksista eroten, yleis\u00f6t sallivat ty\u00f6ntekij\u00f6iden l\u00e4hett\u00e4milt\u00e4 viesteilt\u00e4 muuten sosiaalisessa mediassa kartetun mainosmaisen sis\u00e4ll\u00f6n, joissa tuodaan esille br\u00e4ndin tuotteita hyvin positiivisessa valossa. Kuten aiemmat word-of-mouth eli WOM-viestint\u00e4\u00e4 selvitt\u00e4neet tutkimukset ovat todenneet, my\u00f6s t\u00e4ss\u00e4 tutkimuksessa viestien l\u00e4hett\u00e4j\u00e4ll\u00e4 voidaan n\u00e4hd\u00e4 olevan vaikutusta sis\u00e4ll\u00f6n toimivuuteen kohdeyleis\u00f6iss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Sisko M\u00e4kinen (siiimaki) on 2017-05-02 17:08:20.987226. 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 2017-05-02T17:08:21Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201705022152.pdf: 965839 bytes, checksum: c3b6d6350c5810db253626b0cb81a990 (MD5)\r\nlicense.html: 5150 bytes, checksum: b0105c00093fa7b6289e31decefa01c3 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-05-02T17:08:21Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201705022152.pdf: 965839 bytes, checksum: c3b6d6350c5810db253626b0cb81a990 (MD5)\r\nlicense.html: 5150 bytes, checksum: b0105c00093fa7b6289e31decefa01c3 (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (99 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": "Valio (yhti\u00f6)", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sis\u00e4lt\u00f6markkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ty\u00f6ntekij\u00e4l\u00e4hettilyys", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Mist\u00e4 ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4\u00e4t puhuvat Twitteriss\u00e4? : case: #valiojengi", "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-201705022152", "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "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": "2017-05-02T17:08:22Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "5000", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "student", "language": "", "element": "contractresearch", "qualifier": "initiative", "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": "organisaatioviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ty\u00f6ntekij\u00e4t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sitouttaminen", "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.subject.yso", "value": "viraalimarkkinointi", "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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