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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pekkala, Pia", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-03-13T11:48:18Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-03-13T11:48:18Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1861643", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/57315", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Mediamaisema muuttuu yrityskeskeisest\u00e4 mallista kohti yleis\u00f6keskeisemp\u00e4\u00e4 mallia, joten yritysten ja br\u00e4ndien tulisi vastata markkinoinnillaan sek\u00e4 viestinn\u00e4ll\u00e4\u00e4n t\u00e4h\u00e4n tarpeeseen. Keski\u00f6ss\u00e4 tulisi olla dialogi yleis\u00f6n kanssa ja k\u00e4ytt\u00e4j\u00e4l\u00e4ht\u00f6ist\u00e4 sis\u00e4lt\u00f6\u00e4 tulisi arvostaa entist\u00e4 korkeammalle. Vertaisten tuottama sis\u00e4lt\u00f6 koetaan luotettavana ja sosiaalisen median vaikuttajista on muodostunut nykyp\u00e4iv\u00e4n mielipidevaikuttajia. T\u00e4m\u00e4n tutkimuksen tarkoitus on selvitt\u00e4\u00e4, kuinka kasvava vuorovaikutus suoraan br\u00e4ndin ja yleis\u00f6n v\u00e4lill\u00e4 vaikuttaa br\u00e4ndin viestint\u00e4\u00e4n sek\u00e4 markkinointiin ja millaisia uusia mahdollisuuksia se tuo mukanaan. Uusista mahdollisuuksista l\u00e4hemp\u00e4\u00e4n tarkasteluun on otettu vaikuttajamarkkinointi. My\u00f6s mahdollisuuksia sitouttaa yleis\u00f6\u00e4 vaikuttajien kautta tutkitaan.\r\n\r\nAineisto muodostuu 11 teemahaastattelusta vaikuttajamarkkinoinnin ammattilaisten kanssa. Aineisto analysoitiin teoriaohjaavalla sis\u00e4ll\u00f6nanalyysill\u00e4. Olemassa olevasta teoriasta johdettiin propositiot, joiden toteutumista haastatteluista saadulla aineistolla tarkasteltiin. T\u00e4m\u00e4n tutkimuksen mukaan tietyt asiat, kuten brand match, yhteisty\u00f6n ja mielipiteiden aitous sek\u00e4 selke\u00e4t tavoitteet tulee ottaa huomioon vaikuttajamarkkinoinnissa, jotta yhteisty\u00f6 voi olla vaikuttavaa. Vaikuttajamarkkinointi koetaan viel\u00e4 monesti yksitt\u00e4isen\u00e4 markkinointitoimenpiteen\u00e4, kun se pit\u00e4isi mieluummin n\u00e4hd\u00e4 pitk\u00e4aikaisena yhteisty\u00f6n\u00e4. Tutkimus ehdottaa, ett\u00e4 vaikuttajamarkkinoinnin sijasta voitaisiin puhua vaikuttajasuhteista.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The media landscape is changing from company centred to audience centred, and companies and brands need to adjust their marketing and communication in response. Interactions and dialogue with audiences should be the focus of brands, and user-generated content needs to be valued. Peer-produced content is trusted, and media influencers have become the opinion leaders of the day. The aim of this thesis is to investigate how direct interactions with audiences increasingly affect brand communication and marketing and what new forms it can create. Closer consideration is made about influencer marketing. The possibilities to engage customers through influencers are also explored.\r\n\r\nContent analysis was conducted after thematic interviews with 11 professionals in influencer relations, and the research material was compared to propositions from existing theory to confirm them or disprove them. The findings suggest that different elements in influencer relations, like brand match, authenticity of collaboration and clear goals need to be considered when planning influential and powerful collaboration. Influencer marketing seems to be perceived as an individual marketing action rather than a long- term collaboration. The thesis results, however, suggest that influencer marketing should be more seen as influencer relations.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Pia Pekkala (pinihepe) on 2018-03-13 11:48:17.786430. 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 2018-03-13T11:48:18Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201803131719.pdf: 852499 bytes, checksum: fce5dea5f19ac457dec536e702dcdc09 (MD5)\r\nlicense.html: 4843 bytes, checksum: d91f40a677f3d0bb2b17e6fa37996c13 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-03-13T11:48:18Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201803131719.pdf: 852499 bytes, checksum: fce5dea5f19ac457dec536e702dcdc09 (MD5)\r\nlicense.html: 4843 bytes, checksum: d91f40a677f3d0bb2b17e6fa37996c13 (MD5)\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (51 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": "sis\u00e4lt\u00f6markkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vaikuttajamarkkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mediamaisema", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Influencer relations : the changing media landscape and the upraise of new media influencers", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Changing media landscape and the upraise of new media influencers", "language": null, "element": "title", "qualifier": "alternative", "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-201803131719", "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": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2018-03-13T11:48:18Z", "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": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": 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