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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "V\u00e4limaa, Hanna", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-07-03T10:40:30Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-07-03T10:40:30Z", "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:1704560", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/54813", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tavoitteena oli tutkia kaupallista yhteisty\u00f6t\u00e4 tekevien bloggaajien \r\nuskottavuuden muodostumista sek\u00e4 sen vaikutusta asenteeseen mainosta \r\nkohtaan, br\u00e4ndiasenteeseen sek\u00e4 ostoaikomukseen.\r\nTutkimuksessa hy\u00f6dynnettiin source credibility -teoriaa, jonka mukaan \r\nl\u00e4hteen uskottavuus muodostuu eri tekij\u00f6ist\u00e4. Mallia on hy\u00f6dynnetty my\u00f6s \r\nblogimaailmassa ja sen on havaittu vaikuttavan mainonnan tehokkuuteen. T\u00e4ss\u00e4 \r\ntutkimuksessa bloggaajan uskottavuuden uskotaan muodostuvan \r\nasiantuntijuudesta, luotettavuudesta, vieh\u00e4tt\u00e4vyydest\u00e4, samankaltaisuudesta \r\nsek\u00e4 maineesta. Mainonnan tehokkuutta tutkittiin asenteen suosittelua kohtaan, \r\nparantuneen br\u00e4ndiasenteen sek\u00e4 lis\u00e4\u00e4ntyneen ostoaikomuksen n\u00e4k\u00f6kulmasta.\r\nTutkimus tehtiin kvantitatiivisena kyselytutkimuksena, jonka empiirinen \r\nosio toteutettiin internet-kyselyn\u00e4. Vastaajia pyydettiin perehtym\u00e4\u00e4n kolmeen \r\neri kategorian kaupallisessa yhteisty\u00f6ss\u00e4 tuotettuun blogipostaukseen sek\u00e4 \r\nvastaamaan t\u00e4m\u00e4n perusteella kysymyksiin. Kyselyss\u00e4 esiintyvien bloggaajien \r\nblogit keskittyiv\u00e4t lifestyle-, urheilu- ja perhesis\u00e4lt\u00f6ihin. Aineistoa ker\u00e4ttiin \r\nIndieplace Oy:n kanssa yhteisty\u00f6ss\u00e4 uutiskirjeen sek\u00e4 display-mainonnan \r\navulla. \r\nTutkimustuloksista selvisi, ett\u00e4 bloggaajan uskottavuuden muodostavat \r\nasiantuntijuus, luotettavuus, vieh\u00e4tt\u00e4vyys, samankaltaisuus sek\u00e4 bloggaajan \r\nmaine. Lis\u00e4ksi uskottavuuden l\u00f6ydettiin vaikuttavan asenteeseen suosittelua \r\nkohtaan, parantuneeseen br\u00e4ndiasenteeseen sek\u00e4 vastoin odotuksia my\u00f6s\r\nlis\u00e4\u00e4ntyneeseen ostoaikomukseen. T\u00e4m\u00e4n lis\u00e4ksi vahvistettiin oletus suosittelua \r\nkohtaan muodostuneen asenteen vaikutuksesta br\u00e4ndiasenteeseen sek\u00e4 \r\nbr\u00e4ndiasenteen vaikutuksesta lis\u00e4\u00e4ntyneeseen ostoaikomukseen. Bloggaajan ja \r\nbr\u00e4ndin tuttuuden l\u00f6ydettiin parantavan uskottavuutta sek\u00e4 mainonnan \r\ntehokkuutta. Tutkimuksen perusteella suositellaan blogimarkkinointia tekevi\u00e4 \r\nyrityksi\u00e4 kiinnitt\u00e4m\u00e4\u00e4n huomiota bloggaajan uskottavuuteen sek\u00e4 br\u00e4ndiin ja \r\ntuotteeseen sopivan bloggaajan valintaan. Jatkotutkimusehdotuksena samaa \r\nmallia olisi j\u00e4rkev\u00e4\u00e4 testata kaupallisissa Instagram- sek\u00e4 YouTube -yhteist\u00f6iss\u00e4\r\nniiden noustessa jatkuvasti t\u00e4rke\u00e4mp\u00e4\u00e4n osaan uusina markkinointikanavoina.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Hanna V\u00e4limaa (haevvali) on 2017-07-03 10:40:30.041905. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =False]", "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 2017-07-03T10:40:30Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201707033215.pdf: 916088 bytes, checksum: 32cc263d2939911814ffe6d4b72411ab (MD5)\r\nlicense.html: 1131 bytes, checksum: 9a066b1d14eb0641312f296637c4d5e2 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-07-03T10:40:30Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201707033215.pdf: 916088 bytes, checksum: 32cc263d2939911814ffe6d4b72411ab (MD5)\r\nlicense.html: 1131 bytes, checksum: 9a066b1d14eb0641312f296637c4d5e2 (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (62 sivua)", "language": null, "element": "format", "qualifier": "extent", "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": "Markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "l\u00e4hteen uskottavuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "suosittelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asenne", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "blogit", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Bloggaajan uskottavuus ja kaupallisen blogimainonnan tehokkuus", "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-201707033215", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master's 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": "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": "2017-07-03T10:40:30Z", "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": "restrictedAccess", "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": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suositukset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asenteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "blogit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "bloggaajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Aineistoon p\u00e4\u00e4sy\u00e4 on rajoitettu tekij\u00e4noikeussyist\u00e4. Aineisto on luettavissa Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6asemalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "This material has a restricted access due to copyright reasons. It can be read at the workstation at Jyv\u00e4skyl\u00e4 University Library reserved for the use of archival materials: https://kirjasto.jyu.fi/en/workspaces/facilities.", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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