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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Koivisto, Minna", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-11-27T10:57:26Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-11-27T10:57:26Z", "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:1802386", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/56013", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisaation my\u00f6t\u00e4 yritykset ja br\u00e4ndit rakentavat online-yhteis\u00f6j\u00e4 sitouttaakseen asiakkaita ja kuluttajia tiiviimmin omien sis\u00e4lt\u00f6jens\u00e4 pariin. Taustalla on usein tavoite liiketoiminnan kasvusta, mutta my\u00f6s kuluttajien sitouttamisesta ja aktiivisesta vuorovaikutuksesta heid\u00e4n kanssaan. T\u00e4ss\u00e4 tutkimuksessa on tarkasteltu niit\u00e4 tekij\u00f6it\u00e4, motiiveja, jotka saavat kuluttajan osallistumaan online-yhteis\u00f6n toimintaan. Tutkimus on toteutettu aiempien tutkimusten tuottaman teoriatiedon sek\u00e4 m\u00e4\u00e4r\u00e4llisen aineiston avulla.\r\n\r\nTy\u00f6n aineisto on ker\u00e4tty kohdeorganisaation online-yhteis\u00f6n k\u00e4ytt\u00e4jille suunnatulla kyselyll\u00e4, jossa on hy\u00f6dynnetty aiempaa osallistumisen motiiveja mittaavaa tutkimusta soveltaen sit\u00e4 kohdeorganisaatiolle sopivaksi. Mittarin tarkoituksena oli selvitt\u00e4\u00e4 motiiveja, jotka korostuvat vastaajien keskuudessa, kun heille esitettiin erilaisia v\u00e4itt\u00e4mi\u00e4 tutkimuksen kohteeseen liittyen. Motiiveja tarkasteltiin eri muuttujien, kuten sukupuolen, i\u00e4n, asumismuodon, ty\u00f6el\u00e4m\u00e4n position sek\u00e4 asuinmaakunnan kautta. T\u00e4m\u00e4n lis\u00e4ksi tarkasteltiin vastaajien sosiaalisen median k\u00e4ytt\u00f6\u00e4 sek\u00e4 heid\u00e4n kiinnostustaan kohdeorganisaation rakentamiin sis\u00e4lt\u00f6ihin. Analysointitapana k\u00e4ytettiin ristiintaulukointia.\r\n\r\nTulosten perusteella voidaan todeta, ett\u00e4 tutkimuksen kohde br\u00e4ndin\u00e4 on tunnettu ja sen sis\u00e4ll\u00f6t tunnetaan hyvin, mutta motivaatio yhteis\u00f6n rakentamiseen ja vuorovaikutukseen muiden kuluttajien kanssa on hyvin v\u00e4h\u00e4inen. Vaikuttavissa motiiveissa korostuivat erityisesti hedonistisen palkkion kokemus sek\u00e4 br\u00e4ndin sis\u00e4lt\u00f6jen hy\u00f6dynt\u00e4minen ajantasaisen tiedon l\u00e4hteen\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Minna Koivisto (mijokoiv) on 2017-11-27 10:57:25.768898. 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 2017-11-27T10:57:26Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201711274384.pdf: 966793 bytes, checksum: 33374288a103bb71aed139a5ac7b3eb9 (MD5)\r\nlicense.html: 4837 bytes, checksum: 3b9e959e727a10d95f83429c25d5696f (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-11-27T10:57:26Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201711274384.pdf: 966793 bytes, checksum: 33374288a103bb71aed139a5ac7b3eb9 (MD5)\r\nlicense.html: 4837 bytes, checksum: 3b9e959e727a10d95f83429c25d5696f (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (77 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": "motiivi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", 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