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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Reinikainen, Hanna", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Itkonen, Viivi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kalvi, Taru", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Merenko, Erno", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-04-26T12:43:56Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-04-26T12:43:56Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/57778", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tarkoituksena oli kartoittaa hyv\u00e4n sis\u00e4ll\u00f6n piirteiden merkityst\u00e4 sidosryhmien sitouttamisessa natiivisis\u00e4ll\u00f6ill\u00e4. Natiivisis\u00e4lt\u00f6jen tuottaminen yleistyy osana organisaatioiden sidosryhmille kohdentamaa viestint\u00e4\u00e4 ja t\u00e4st\u00e4 syyst\u00e4 on tarpeellista tutkia sitouttavan sis\u00e4ll\u00f6n piirteiden merkityst\u00e4 sis\u00e4ll\u00f6n sitouttavuuden onnistumiselle. Tarkastelun kohteeksi valitut piirteet olivat aitous, uskottavuus ja l\u00e4pin\u00e4kyvyys. Tutkimuskysymys oli seuraava: \u201cMiten lukijat arvioivat sis\u00e4lt\u00f6markkinoinnin aitoutta, l\u00e4pin\u00e4kyvyytt\u00e4 ja uskottavuutta?\u201d Tutkimus toteutettiin puolistrukturoiduilla teemahaastatteluilla, joiden kohdejoukkona olivat Jyv\u00e4skyl\u00e4n yliopiston viestinn\u00e4n opiskelijat. Haastateltavia pareja pyydettiin arvioimaan aitouden, l\u00e4pin\u00e4kyvyyden ja uskottavuuden toteutumista kohdeorganisaatio Nordean blogisis\u00e4ll\u00f6iss\u00e4. Haastattelut toteutettiin timanttimetodilla (Canel, Oliveira & Luoma-aho 2017), jossa haastateltavat arvottivat sis\u00e4ll\u00f6n piirteiden sitouttavuutta v\u00e4itt\u00e4m\u00e4kortein. Aineistoa analysoitiin k\u00e4ytt\u00e4en menetelm\u00e4n\u00e4 fenomenografiaa ja tarkastelemalla toteutuneita timanttimalleja tukien analyysia haastatteluaineiston havainnoilla. Tutkimustuloksista oli p\u00e4\u00e4telt\u00e4viss\u00e4, ett\u00e4 valituista sis\u00e4ll\u00f6n piirteist\u00e4 uskottavuudella, etenkin asiantuntijuuden ja luotettavuuden osoittamisella, on suurin merkitys sis\u00e4ll\u00f6n sitouttavuuden kannalta. T\u00e4rkeimm\u00e4ksi yksitt\u00e4iseksi piirteeksi nousi kuitenkin aitouden alle sijoittuva v\u00e4itt\u00e4m\u00e4 kohderyhmien kannalta arvokkaasta sis\u00e4ll\u00f6st\u00e4. Vaikka l\u00e4pin\u00e4kyvyydell\u00e4 oli selv\u00e4sti paikkansa sitouttavuuden rakentajana, sen merkitys oli kahteen aiempaan piirteeseen verrattuna v\u00e4h\u00e4inen. T\u00e4m\u00e4n tutkimuksen tuloksista voitiin siis yleist\u00e4\u00e4 sis\u00e4ll\u00f6n sitouttavuuden muodostuvan uskottavuudesta ja kokemuksesta, ett\u00e4 sis\u00e4lt\u00f6 on kohderyhmien kannalta arvokasta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Taru Kalvi (tajokalv) on 2018-04-26 12:43:55.694014. Form: Kandidaatintutkielma -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/kandin-tutkielma-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 2018-04-26T12:43:56Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201804262380.pdf: 505145 bytes, checksum: ceb60f39d9feb36b7af4c650641f2ab2 (MD5)\r\nlicense.html: 5144 bytes, checksum: 2e4be35b75d014578e20d483a73aa7d5 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-04-26T12:43:56Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201804262380.pdf: 505145 bytes, checksum: ceb60f39d9feb36b7af4c650641f2ab2 (MD5)\r\nlicense.html: 5144 bytes, checksum: 2e4be35b75d014578e20d483a73aa7d5 (MD5)\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "32", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": "", "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": "sidosryhmien sitoutuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "aitous", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "l\u00e4pin\u00e4kyvyys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "uskottavuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "natiivisis\u00e4lt\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sitouttavuutta rakentavat natiivisis\u00e4ll\u00f6n piirteet : Case: Nordean Ajassa-palvelu", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201804262380", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatintutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "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": "Yhteis\u00f6viestint\u00e4", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2018-04-26T12:43:56Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "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": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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