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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Toivanen, Petra", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-05-06T11:46:50Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-05-06T11:46:50Z", "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:1869831", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/57864", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkimuksessa tarkasteltiin, mitk\u00e4 ovat sosiaalisen median vaikuttajien ja yritysten edustajien tavoitteet br\u00e4ndiyhteisty\u00f6ss\u00e4, millaisia valintaperusteita osapuolilla on toisilleen ja miten osapuolten br\u00e4ndiyhteisty\u00f6prosessit etenev\u00e4t. \r\n\r\nTutkimuksen teoreettisessa viitekehyksess\u00e4 esiteltiin k\u00e4sittein\u00e4 muun muassa sosiaalisen median vaikuttajuus, br\u00e4ndiyhteisty\u00f6 ja sen l\u00e4hik\u00e4sitteet, k\u00e4ytt\u00e4jien tuottama ja sponsoroitu sis\u00e4lt\u00f6 sek\u00e4 yritysten ja vaikuttajien tavoitteet ja valintaperusteet toisilleen. Tutkimukseen haastateltiin viitt\u00e4 br\u00e4ndiyhteisty\u00f6t\u00e4 tehnytt\u00e4 yritysten edustajaa ja viitt\u00e4 br\u00e4ndiyhteisty\u00f6t\u00e4 tehnytt\u00e4 sosiaalisen median vaikuttajaa. Aineistonkeruu toteutettiin puolistrukturoidulla teemahaastattelulla ja haastatteluaineisto analysoitiin aineistol\u00e4ht\u00f6isen sis\u00e4ll\u00f6nanalyysin keinoin. \r\n\r\nTutkimuksen mukaan vaikuttajilla ja yritysten edustajilla on osittain samankaltaisia valintaperusteita ja tavoitteita. Molempien osapuolten valintaperusteina ovat yhteensopivuus ja kiinnostuneisuus itse\u00e4\u00e4n kohtaan. Molemmat my\u00f6s tavoittelevat taloudellista hy\u00f6ty\u00e4 ja yleis\u00f6m\u00e4\u00e4r\u00e4n lis\u00e4yst\u00e4 yhteist\u00f6ill\u00e4. Vaikuttajien tavoitteet yhteisty\u00f6lle vaikuttavat olevan seuraajakuntaa palvelevia, kun taas yritysten tavoitteet yhteisty\u00f6ss\u00e4 ovat heid\u00e4n omaa etuaan tavoittelevia. Tutkimuksen mukaan vaikuttajien ja yritysten v\u00e4liset br\u00e4ndiyhteisty\u00f6t ovat viel\u00e4 suurimmaksi osaksi yksitt\u00e4isi\u00e4 projektinomaisia kampanjoita. \r\n\r\nJatkossa br\u00e4ndiyhteist\u00f6it\u00e4 voitaisiin tutkia tarkemmin kolmannen osapuolen eli videoverkostojen n\u00e4k\u00f6kulmasta. Esimerkiksi millaista yhteisty\u00f6 on verkostojen n\u00e4k\u00f6kulmasta ja mit\u00e4 valintaperusteita heill\u00e4 on vaikuttajille, jotka pyrkiv\u00e4t verkoston listoille.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Petra Toivanen (pematoiv) on 2018-05-06 11:46:49.630166. 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 2018-05-06T11:46:50Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201805062476.pdf: 1214645 bytes, checksum: eb50c69495fc59e53e0a456ce4743072 (MD5)\r\nlicense.html: 4887 bytes, checksum: 799f388ec0f0183d9cd013a6c3a5f3fc (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-05-06T11:46:50Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201805062476.pdf: 1214645 bytes, checksum: eb50c69495fc59e53e0a456ce4743072 (MD5)\r\nlicense.html: 4887 bytes, checksum: 799f388ec0f0183d9cd013a6c3a5f3fc (MD5)\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (59 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": "mielipidevaikuttajat", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vaikuttajayhteisty\u00f6", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen median vaikuttajien ja yritysten v\u00e4liset br\u00e4ndiyhteisty\u00f6t : miksi, kenen kanssa ja miten yhteisty\u00f6t\u00e4 tehd\u00e4\u00e4n?", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Miksi, kenen kanssa ja miten yhteisty\u00f6t\u00e4 tehd\u00e4\u00e4n?", "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-201805062476", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, 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