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[{"key": "dc.contributor.advisor", "value": "Rautiainen, Antti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Sajasalo, Pasi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Haapasalmi, Riina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jussila, Joonatan", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-03-24T08:05:48Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-03-24T08:05:48Z", "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:1862690", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/57409", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ihmisten kiinnostus omaa hyvinvointia sek\u00e4 fitness-alaa kohtaan ovat kasvaneet viimeisten vuosikymmenten aikana. Kysynt\u00e4 personal trainereille on nousussa, ja itse ala kasvattaa suosiotaan koko ajan. Samaan aikaan sosiaalinen media on noussut vahvaksi osaksi ihmisten jokap\u00e4iv\u00e4ist\u00e4 el\u00e4m\u00e4\u00e4. Nykyisin sosiaalista mediaa ei k\u00e4yt\u00e4 vain kuluttajat, vaan monet organisaatiot ovat my\u00f6s oppineet hy\u00f6dynt\u00e4m\u00e4\u00e4n sen tarjoamia mahdollisuuksia. Sosiaalinen media on mahdollistanut uudenlaisen tavan organisaatioille kommunikoida kuluttajien kanssa, mik\u00e4 on tuonut organisaatiot ja kuluttajat l\u00e4hemm\u00e4ksi toisiaan. Monet organisaatiot eiv\u00e4t kuitenkaan tied\u00e4, kuinka hy\u00f6dynt\u00e4\u00e4 sosiaalista mediaa tehokkaimmalla mahdollisella tavalla. \r\n Tarkastelemme t\u00e4ss\u00e4 tutkimuksessa sosiaalisen median tehokkuutta, sen asemaa yritt\u00e4j\u00e4n strategiassa sek\u00e4 sen tarjoamia kilpailuedun muotoja personal training -alalla. Sek\u00e4 personal training -ala ett\u00e4 sosiaalinen media ovat ajankohtaisia teemoja nykyyhteiskunnassamme, ja tarkoituksemme on tutkia, miten personal trainerit kokevat sosiaalisen median hy\u00f6dynt\u00e4misen ja kuinka t\u00e4rke\u00e4 osa se on heid\u00e4n liiketoimintaansa, niin taloudellisesti kuin strategisesti. \r\n Haastattelimme tutkimustamme varten yhdeks\u00e4\u00e4 lisensoitua personal traineria. Tu-loksemme tukevat aiempaa tutkimustietoa siin\u00e4 mieless\u00e4, ett\u00e4 sosiaalinen media on t\u00e4rke\u00e4 ty\u00f6kalu fitness-alalla muun muassa kuluttajien tavoittamisessa. Aiempaa tutkimusta personal trainereiden sosiaalisen median k\u00e4yt\u00f6st\u00e4 ei kuitenkaan ole Suomessa tehty. Tutkimuksestamme selvisi, ett\u00e4 personal trainerit pitiv\u00e4t sosiaalista mediaa t\u00e4rke\u00e4n\u00e4 liiketoiminnalle asetettujen tavoitteiden saavuttamisen kannalta. He my\u00f6s k\u00e4yttiv\u00e4t sosiaalista mediaa kilpailuedun saavuttamiseksi sek\u00e4 n\u00e4kiv\u00e4t sen kannattavana sijoituksena.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The consumers\u2019 interest towards well-being and fitness have grown in the past decades. Demand for personal trainers has increased and the industry is growing. At the same time, social media has become a part of our everyday lives. Nowadays, it is not only used by consumers, but many organizations have learned to utilize the possibilities social me-dia offers as well. Social media has enabled a new way for organizations to communicate with consumers, bringing organizations and consumers closer together. However, many organizations still do not know how to utilize social media effectively. \r\n In this study, the effectiveness of social media, along with its role in an organiza-tions strategy and the competitive advantage it brings to the personal training industry, will be examined. Both, the personal training industry and social media are current themes, and the purpose of the study is to examine and evaluate how personal trainers perceive the use of social media and how important of a part it is, both financially and strategically.\r\n Nine personal trainers were interviewed for the study. The results received support previous research in the field, in the aspect of previously identified connection of the im-portance of social media in the industry in, for example, reaching consumers. However, previous research on the social media practices of personal trainers in Finland has not been done before. According to this study, personal trainers consider social media as playing an important role in the accomplishment of set goals. They also used social media to gain a competitive advantage in the market place. Social media was also considered a profitable investment.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Riina Haapasalmi (rihahaap) on 2018-03-24 08:05:47.530909. 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 2018-03-24T08:05:48Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201803241827.pdf: 844742 bytes, checksum: 303f74c9d768195435cfd761a8a26e02 (MD5)\r\nlicense.html: 5190 bytes, checksum: 16ee33566fdfdba4b97dfa08cbef2bf1 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-03-24T08:05:48Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201803241827.pdf: 844742 bytes, checksum: 303f74c9d768195435cfd761a8a26e02 (MD5)\r\nlicense.html: 5190 bytes, checksum: 16ee33566fdfdba4b97dfa08cbef2bf1 (MD5)\r\n Previous issue date: 2018", "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.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": "Social media", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media strategy", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "profitability of social media", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "effectiveness of social media", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "personal training industry", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Effectiveness & the role of social media in a small organization's strategy in the personal training industry", "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-201803241827", "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\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "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.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", 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"dc.subject.discipline", "value": "Laskentatoimi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Accounting", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2018-03-24T08:05:48Z", "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": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": 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