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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Saranp\u00e4\u00e4, Toni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-06-20T06:52:58Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-06-20T06:52:58Z", "language": null, "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/123456789/58632", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median vaikuttajien ja heid\u00e4n kauttaan tapahtuvan vaikuttajamarkkinoinnin hy\u00f6dynt\u00e4minen on lis\u00e4nnyt yrityksiss\u00e4 suosiotaan viimeisten vuosien aikana merkitt\u00e4v\u00e4sti. T\u00e4st\u00e4 huolimatta sit\u00e4 ei ole tutkittu viel\u00e4 kovinkaan paljon akateemisissa tutkimuksissa. Vastaavasti erilaisten julkisuuden henkil\u00f6iden, kuten muun muassa ammattiurheilijoiden ja artistien k\u00e4ytt\u00f6\u00e4, vaikuttajina on tutkittu varsin kattavasti.\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, miten nuoret kuluttajat kokevat sosiaalisen median vaikuttajien tekem\u00e4t kaupalliset yhteisty\u00f6t ja miten he kokevat niiden vaikuttavan heid\u00e4n br\u00e4ndimielikuviinsa ja ostoaikomukseensa. T\u00e4m\u00e4 pyrkimys saavutetaan tunnistamalla millaisia sosiaalisen median vaikuttajia Y- ja Z-sukupolvien kuluttajat pit\u00e4v\u00e4t uskottavina informaation l\u00e4htein\u00e4. Tutkimuksen teoreettinen tausta nojautuu vahvasti Ohanianin (1990) luomaan l\u00e4hteen uskottavuuden malliin, jossa vaikuttavina tekij\u00f6in\u00e4 esitettiin olevan suosittelijan luotettavuus, asiantuntijuus ja vieh\u00e4tt\u00e4vyys. Mallia laajennettiin t\u00e4ss\u00e4 tutkimuksessa samankaltaisuudella, koska sen katsottiin olevan eritt\u00e4in merkitt\u00e4v\u00e4 tekij\u00e4 sosiaalisen median kontekstissa.\nTutkimuksen p\u00e4\u00e4l\u00f6yd\u00f6kset olivat, ett\u00e4 nuoret Y- ja Z-sukupolvien kuluttajat k\u00e4ytt\u00e4v\u00e4t sosiaalista mediaa p\u00e4ivitt\u00e4in viestint\u00e4\u00e4n, viihdek\u00e4ytt\u00f6\u00f6n ja tiedonhakuun. Kuluttajien n\u00e4kemysten mukaan sosiaalisen median vaikuttajien tulisi olla ennen kaikkea luotettavia, asiantuntevia ja samaistuttavia. Sen sijaan sosiaalisen median vaikuttajan vieh\u00e4tt\u00e4vyydell\u00e4 ei n\u00e4ytt\u00e4nyt olevan merkityst\u00e4 h\u00e4nen uskottavuudelleen erilaisten tuotteiden ja palveluiden suosittelijana. Tutkimuksen mukaan nuoret kuluttajat kokivat, ett\u00e4 heid\u00e4n br\u00e4ndimielikuviansa on mahdollista kehitt\u00e4\u00e4 erityisesti silloin, jos esitelty br\u00e4ndi ei ole vaikuttajan tuottaman sis\u00e4ll\u00f6n keskipisteen\u00e4 ja mik\u00e4li vaikuttaja on saanut itse toteuttaa kaupallista yhteisty\u00f6t\u00e4 sis\u00e4lt\u00e4v\u00e4n sis\u00e4ll\u00f6n haluamallaan tavalla. Vastaavasti ostoaikomuksen muodostumisessa t\u00e4rke\u00e4n\u00e4 koettiin, ett\u00e4 vaikuttaja voi kertoa esittelem\u00e4st\u00e4\u00e4n tuotteesta tai palvelusta sek\u00e4 hyvi\u00e4 ett\u00e4 huonoja puolia. T\u00e4m\u00e4n lis\u00e4ksi sis\u00e4ll\u00f6n laadulla, vaikuttajan maineella ja liian usein tehdyll\u00e4 kaupallisella yhteisty\u00f6ll\u00e4 koettiin olevan merkityst\u00e4 nuorten kuluttajien br\u00e4ndimielikuvien ja ostoaikomuksen kehittymiseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-06-20T06:52:58Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-06-20T06:52:58Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "95", "language": "", "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": "vaikuttajamarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Y- ja Z-sukupolvi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoaikomus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndimielikuva", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vaikuttajamarkkinointi sosiaalisessa mediassa : miten nuoret kuluttajat kokevat kaupalliset yhteisty\u00f6t", "language": "", "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-201806203268", "language": "", "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.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "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": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostok\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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