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[{"key": "dc.contributor.advisor", "value": "Makkonen, Pekka", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Schutskoff, Sanna", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-07-19T05:43:40Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-07-19T05:43:40Z", "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:1705315", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/54936", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n ajan puhutuimpiin sosiaalisen median markkinointikeinoihin kuuluu\r\nty\u00f6ntekij\u00e4l\u00e4hettil\u00e4isyys. Ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4\u00e4n odotetaan edist\u00e4v\u00e4n yrityksens\u00e4 positiivista mainetta esiintyess\u00e4\u00e4n sosiaalisessa mediassa. T\u00e4ss\u00e4 tutkimuksessa on\r\ntarkoitus selvitt\u00e4\u00e4, onko asiantuntijan LinkedIniss\u00e4 esiintymisen tarkoitus itsens\u00e4\r\nesitt\u00e4minen ja br\u00e4nd\u00e4ys vai ty\u00f6antajayrityksens\u00e4 markkinointi. Lis\u00e4ksi tutkimuksessa\r\nselvitet\u00e4\u00e4n, mit\u00e4 vaikutteita asiantuntijan LinkedInin k\u00e4yt\u00f6n taustalla\r\non.\r\nTutkielman kirjallisuuskatsauksen ensimm\u00e4isess\u00e4 osassa tarkastellaan\r\nLinkedIni\u00e4 sosiaalisena mediana ja verkkoyhteis\u00f6palveluna. Kirjallisuuden toinen\r\nosa k\u00e4sittelee teknologian k\u00e4ytt\u00f6\u00f6n vaikuttavia tekij\u00f6it\u00e4. Tutkimusaineisto\r\nker\u00e4ttiin teemahaastatteluin, jossa asiantuntijat kertoivat LinkedInin k\u00e4yt\u00f6st\u00e4\u00e4n\r\nomin sanoin.\r\nTutkimuksen tulokset osoittavat, ett\u00e4 LinkedInin k\u00e4ytt\u00f6 on aloitettu\r\nuseimmiten jonkin toisen k\u00e4ytt\u00e4j\u00e4n kutsusta tai kannustuksesta. Itsens\u00e4 br\u00e4nd\u00e4\u00e4misen\r\ntarkoitus ei ole ollut useinkaan syyn\u00e4 palveluun rekister\u00f6itymiseen.\r\nItsens\u00e4 esitt\u00e4miseen havahduttiin palvelun k\u00e4yt\u00f6n my\u00f6t\u00e4, kun palvelun luonne\r\nsis\u00e4istettiin. Asiantuntija esitt\u00e4v\u00e4t palvelussa itse\u00e4\u00e4n hyvin minimaalisesti, eik\u00e4\r\nheid\u00e4n kohdallaan juuri voida puhua voimakkaasta itsens\u00e4 br\u00e4nd\u00e4\u00e4misest\u00e4.\r\nToki he ovat luoneet itselleen br\u00e4ndin ja maltillisesti my\u00f6s pysyttelev\u00e4t siin\u00e4.\r\nLinkedIni\u00e4 k\u00e4ytet\u00e4\u00e4n l\u00e4hinn\u00e4 ammatillisen tiedon etsimiseen ja tuttavien seuraamiseen.\r\nAsiantuntijat tosin voisivat kuvitella markkinoivansa omaa ty\u00f6antajayrityst\u00e4\u00e4n\r\nLinkedIniss\u00e4, siten toimien yrityksen ty\u00f6l\u00e4hettil\u00e4\u00e4n\u00e4. Asiantuntijat\r\nhaluavat kuitenkin markkinoida ty\u00f6antajayrityst\u00e4\u00e4n siten, ett\u00e4 toiminta on heille\r\nmielek\u00e4st\u00e4 ja tukee heid\u00e4n omaa asiantuntija- br\u00e4ndi\u00e4\u00e4n.\r\nTutkimustuloksien perusteella voisi k\u00e4yt\u00e4nn\u00f6n tasolla ehdottaa omien\r\nty\u00f6ntekij\u00f6iden kannustamista LinkedInin aktiiviseen k\u00e4ytt\u00f6\u00f6n. Tosin ensin yritysten\r\nkannattaa varmistaa yleinen ty\u00f6tyytyv\u00e4isyys sek\u00e4 ty\u00f6antajan ja ty\u00f6ntekij\u00f6iden\r\nsuhteiden toimivuus, jotta ty\u00f6ntekij\u00e4resursseista saataisiin paras mahdollinen\r\nanti yrityksen markkinoinnissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Employee advocacy is one of today's hottest topics of social media marketing.\r\nAn employee advocacy is expected to promote the positive reputation of his\r\ncompany in the social media. The aim of this study is to investigate whether the\r\nappearance of an expert on LinkedIn is primarily directed towards displaying\r\nhis personal brand, or the brand of his employer company. In addition, the aim\r\nof this study is to analyze the underlying factors that encourage an expert to use\r\nLinkedIn.\r\nIn the first part of the literature review, LinkedIn is examined as a social\r\nmedia and online community. The second part of the literature review investigates\r\nthe factors driving technology use in general. The material for the empirical\r\npart was collected using semi-structured theme interviews for the reason\r\nthat the interviewees are able to explain the phenomenon in their own words.\r\nThe research results suggest that the use of LinkedIn has been initiated\r\nmostly by invitation or encouragement of another user. Only on rare occasions\r\nwas self branding cited as the primary motivation to register. Self-presentation\r\nevolved in the process of using the service, as the users became more acquainted\r\nwith the nature of the service. Experts display themselves in a minimalistic\r\nmanner, so it would not be accurate to characterize it as strong self-branding.\r\nThey have indeed created a personal brand, and consistently attempt to maintain\r\nit. LinkedIn is mainly used to search for professional information and track\r\ntheir friends. Experts, however could imagine marketing their own employer\r\ncompany in LinkedIn, in effect shifting towards the company's employee advocacy.\r\nHowever, experts want to market their employee company only, if it is\r\nmotivating to them and supports their personal expert brand.\r\nThe research results indicate that, on a practical level, it could be advisable\r\nto encourage employees to actively use LinkedIn. However, as a prerequisite,\r\ncompanies should ensure overall job satisfaction, and check that employer -\r\nemployee relations are fully operational in order to achieve the best possible\r\nresults of marketing.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Sanna Schutskoff (sakaschu) on 2017-07-19 05:43:39.887113. 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 2017-07-19T05:43:40Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201707193322.pdf: 1027318 bytes, checksum: e9e1fd517cea6652e5a80a8e52b661d3 (MD5)\r\nlicense.html: 4888 bytes, checksum: e372d576b9f3b2b96877f76f2a40101f (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-07-19T05:43:40Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201707193322.pdf: 1027318 bytes, checksum: e9e1fd517cea6652e5a80a8e52b661d3 (MD5)\r\nlicense.html: 4888 bytes, checksum: e372d576b9f3b2b96877f76f2a40101f (MD5)\r\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (78 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": "ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4isyys", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Henkil\u00f6kohtaista br\u00e4nd\u00e4yst\u00e4 vai yrityksen \"ty\u00f6l\u00e4hettil\u00e4isyytt\u00e4\" : asiantuntijan verkkoyhteis\u00f6palvelu LinkedInin k\u00e4ytt\u00f6", "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-201707193322", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Tietojenk\u00e4sittelytieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Computer Science and Information Systems", "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": "Information Systems Science", "language": "en", "element": "subject", 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