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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": "Birkman, Henna", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-06-05T09:44:26Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-06-05T09:44:26Z", "language": null, "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:1702954", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/54292", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ihmisten ja organisaatioiden k\u00e4ytt\u00e4ytyminen verkossa muuttuu yh\u00e4 enemm\u00e4n staattisesta vuorovaikutteiseen. Yritysten on oltava tarkkana, sill\u00e4 pit\u00e4\u00e4kseen asiakkaansa tyytyv\u00e4isen\u00e4, niiden on oltava saavutettavissa ja tunnuttava eneneviss\u00e4 m\u00e4\u00e4rin yst\u00e4vilt\u00e4, tai v\u00e4hint\u00e4\u00e4kin inhimillisilt\u00e4. Monet yritykset hy\u00f6dynt\u00e4v\u00e4t sis\u00e4lt\u00f6markkinointia blogeissaan ja pyrkiv\u00e4t n\u00e4in houkuttelemaan ja sitouttamaan asiakkaita. T\u00e4m\u00e4 tutkielma pyrkii selvitt\u00e4m\u00e4\u00e4n mill\u00e4 tavoin yritykset koittavat blogeissaan sitouttaa asiakkaitaan ja millaisia parasosiaalisen vuorovaikutuksen keinoja yritysblogeista on tunnistettavissa.\n\nN\u00e4ihin kysymyksiin pyrit\u00e4\u00e4n vastaamaan linkitt\u00e4m\u00e4ll\u00e4 yhteen sis\u00e4lt\u00f6markkinoinnin, sitouttamisen ja parasosiaalisen vuorovaikutuksen k\u00e4sitteet. Tutkimuksessa tarkastellaan viiden operaattorin yritysblogien urheilusis\u00e4lt\u00f6j\u00e4 sis\u00e4ll\u00f6nanalyysin avulla.\n\nTutkielma esittelee nelj\u00e4 erilaista keinoa, jolla yritykset pyrkiv\u00e4t sitouttamaan asiakkaitaan. Tutkimuksessa my\u00f6s v\u00e4itet\u00e4\u00e4n, ett\u00e4 sitouttaminen ja parasosiaalinen vuorovaikutus ovat hyvinkin usein lomittuneita. Yritysblogeista havaittiin nelj\u00e4 erilaista keinoa, jolla yritykset pyrkiv\u00e4t sitouttamaan asiakkaita. N\u00e4m\u00e4 olivat erilaisia kehotuksia toimintaan sek\u00e4 tekstiss\u00e4 ett\u00e4 itse sivustoilla, br\u00e4ndin h\u00e4ivytt\u00e4minen tekstist\u00e4, kirjoittajan henkil\u00f6iminen sek\u00e4 lukijan puhutteleminen suoraan.\n\nTutkielma ei ota kantaa siihen, olivatko n\u00e4m\u00e4 sitouttamisen ja parasosiaalisen vuorovaikutuksen keinot onnistuneita, vaan esittelee l\u00e4hinn\u00e4 n\u00e4it\u00e4 keinoja. Syvempi jatkotutkimus yritysblogeissa tapahtuvaan sis\u00e4lt\u00f6markkinoinnin on tarpeen, jotta ymm\u00e4rrett\u00e4isiin kuinka se sitouttaa lukijoita.\n\nTutkielma toimii hyv\u00e4n\u00e4 l\u00e4ht\u00f6kohtana my\u00f6hemmille alan tutkimuksille, sill\u00e4 parasosiaalisia suhteita ei juuri ole tutkittu yritysblogien n\u00e4k\u00f6kulmasta. Siit\u00e4 on my\u00f6s hy\u00f6ty\u00e4 silloin, kun yritykset suunnittelevat vuorovaikutteista toimintaansa sosiaalisessa mediassa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Online behaviour is shifting from static to interactive. Because of this, organizations need to be even more alert to keep their customers satisfied. Companies need to be there for their customers and feel like friends, or atleast more humane. Many organizations today are using content marketing on their blogs, trying to attract and engage customers. This thesis aims at finding out how exactly companies are trying to engage their customers on their blogs and what aspects of parasocial interaction can be recognized in these blogs.\n\nAn attempt to answer these questions is made by linking the concepts of content marketing, engagement and parasocial interaction. A content analysis was made on the corporate blogs of five different mobile operators. Sports related content was examined in order to find out how the companies were trying to engage their customers.\n\nThe thesis presents four different ways the companies are trying to engage their customers, and argues that many of the aspects of engagement and parasocial interaction were indeed intertwined.\n\nThe findings suggest that different kinds of call to actions in both text and on the platform were used for engagement as well as fading the brand from the text, personifying the writer and addressing the reader directly.\n\nThe thesis does not take any stance on whether these ways of engaging are succesful or not, but merely presents what and how companies are trying to do it. A deeper study on the effects of content marketing in corporate blogs is required to better understand the effects of engaging behaviour.\n\nThis thesis serves as a good starting point for studies in the field, since parasocial interaction has not yet been much studied from the viewpoint of corporate blogs. It will also be of value for companies when planning their social media interaction processess.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Henna Birkman (hesyadbi) on 2017-06-05 09:44:26.301709. 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 2017-06-05T09:44:26Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201706052661.pdf: 336836 bytes, checksum: dc256085f8d2e6faa22ea42df66a5928 (MD5)\nlicense.html: 4810 bytes, checksum: 07de6799d363bd7316cc0201194c995e (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-06-05T09:44:26Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201706052661.pdf: 336836 bytes, checksum: dc256085f8d2e6faa22ea42df66a5928 (MD5)\nlicense.html: 4810 bytes, checksum: 07de6799d363bd7316cc0201194c995e (MD5)\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (42 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": "parasosiaaliset suhteet", "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.title", "value": "Engagement through content marketing in corporate blogs", "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-201706052661", "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.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": "Viestinn\u00e4n johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Communication", "language": "en", "element": "subject", "qualifier": 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