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[{"key": "dc.contributor.advisor", "value": "Asunta, Laura", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Liimatainen, Iia", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-11-20T10:58:33Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-11-20T10:58:33Z", "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:1801399", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/55931", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Liiketoimintaymp\u00e4rist\u00f6 on muuttunut valtavasti viimeisen parinkymmenen vuoden aikana. Kuluttajilla on entist\u00e4 enemm\u00e4n valtaa yrityksi\u00e4 kohtaan ja sosiaalinen median on muuttanut tapaa, jolla yritykset voivat olla vuorovaikutuksessa sidosryhmiens\u00e4 kanssa. Kiristyneen kilpailun vuoksi yritykset ovat alkaneet kiinnitt\u00e4\u00e4 yh\u00e4 enemm\u00e4n huomiota kuluttajien sitouttamiseen. Useille yrityksille on kuitenkin ep\u00e4selv\u00e4\u00e4, mik\u00e4 on sosiaalisen median rooli kuluttajien sitouttamisessa.\r\n \r\nTutkimuksen tavoitteena oli selvitt\u00e4\u00e4 aikaisemman akateemisen tutkimuksen pohjalta, mitk\u00e4 tekij\u00e4t ovat yhteydess\u00e4 kuluttajien br\u00e4ndisitoutumisen syntymiseen sosiaalisessa mediassa, ja miten yritykset voivat omalla toiminnallaan pyrki\u00e4 vaikuttamaan siihen. Tutkimus toteutettiin integroituna kirjallisuuskatsauksena. Aineisto koostui 15 vertaisarvioidusta tutkimusartikkelista ja se analysoitiin laadullisen sis\u00e4ll\u00f6nanalyysin keinoin.\r\n \r\nTutkimusartikkeleista saatujen tulosten perusteella kuluttajien henkil\u00f6kohtaiset piirteet ovat yhteydess\u00e4 br\u00e4ndisitoutumisen syntymiseen sosiaalisessa mediassa. Lis\u00e4ksi br\u00e4ndil\u00e4ht\u00f6isill\u00e4 tekij\u00f6ill\u00e4 kuten br\u00e4ndijulkaisuiden sis\u00e4ll\u00f6ill\u00e4 on merkityst\u00e4. Tuloksista ilmenee, ett\u00e4 yritysten on l\u00e4hestytt\u00e4v\u00e4 sosiaalista mediaa asiakaspalvelukanavana sitouttaakseen kuluttajia. Kuluttajien kanssa on oltava jatkuvassa vuorovaikutuksessa, ja heit\u00e4 on rohkaistava luomaan k\u00e4ytt\u00e4j\u00e4l\u00e4ht\u00f6ist\u00e4 br\u00e4ndisis\u00e4lt\u00f6\u00e4. Kokonaisuudessaan tutkimustuloksista on teht\u00e4viss\u00e4 se johtop\u00e4\u00e4t\u00f6s, ett\u00e4 yritysten on mahdollista omalla toiminnallaan vaikuttaa kuluttajien br\u00e4ndisitoutumisen syntymiseen. Sitoutumisen k\u00e4sitteen ymm\u00e4rt\u00e4minen sosiaalisen median kontekstissa on kuitenkin viel\u00e4 hajanaista.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Iia Liimatainen (iielliim) on 2017-11-20 10:58:32.651747. 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 2017-11-20T10:58:33Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201711204303.pdf: 317181 bytes, checksum: 0ee48cb399b6c312dc745cbd629c76d3 (MD5)\r\nlicense.html: 4837 bytes, checksum: 37fedd3b598a56e4baf7792cf89106f1 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-11-20T10:58:33Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201711204303.pdf: 317181 bytes, checksum: 0ee48cb399b6c312dc745cbd629c76d3 (MD5)\r\nlicense.html: 4837 bytes, checksum: 37fedd3b598a56e4baf7792cf89106f1 (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (70 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": "br\u00e4ndisitoutuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kirjallisuuskatsaus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sitoutuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalinen media", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kirjallisuuskatsaus kuluttajien br\u00e4ndisitoutumisesta sosiaalisessa mediassa", "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-201711204303", "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": 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