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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "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": "Pirttim\u00e4ki, Tuisku", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-08-30T06:45:41Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-08-30T06:45:41Z", "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/123456789/59389", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sponsoroitu sis\u00e4lt\u00f6 on kasvattanut suosiotaan digitaalisen median markkinointikeinona. Yhteisty\u00f6ss\u00e4 niin sanottujen digitaalisen median vaikuttajien kanssa br\u00e4ndit luovat sis\u00e4lt\u00f6j\u00e4, joilla tavoitellaan sek\u00e4 haluttuja kohderyhmi\u00e4 ett\u00e4 autenttisuutta. Yleis\u00f6jen odotukset autenttisuudesta ja sponsoroidun sis\u00e4ll\u00f6n kaupalliset tavoitteet luovat kuitenkin ristiriidan, joka voi olla monimutkainen ja h\u00e4mment\u00e4v\u00e4. N\u00e4in ollen tarvitaan lis\u00e4\u00e4 tietoa siit\u00e4, miten kuluttajat suhtautuvat sponsoroituun sis\u00e4lt\u00f6\u00f6n.\n\nT\u00e4m\u00e4n tutkimuksen tavoitteena on selvitt\u00e4\u00e4, kuinka pohjustus (priming) vaikuttaa videoblogiyleis\u00f6n autenttisuus- ja uskottavuustulkintoihin sek\u00e4 tunteisiin. V\u00e4hemm\u00e4n tutkittuna k\u00e4sitteen\u00e4 autenttisuutta on painotettu enemm\u00e4n. Pohjustusvaikutusten tutkimiseksi nelj\u00e4ll\u00e4 manipulaatioasetelmalla on pyritty vaikuttamaan siihen, miten videoblogin katsojat suhtautuvat sis\u00e4lt\u00f6\u00f6n.\n\n213 avoimen vastauksen teoriaohjaavalla sis\u00e4ll\u00f6nanalyysilla vertailtiin eroja autenttisuus- ja uskottavuustulkinnoissa sek\u00e4 tunteissa manipulaatioryhmien v\u00e4lill\u00e4. Analyysin tuloksena muodostettiin my\u00f6s l\u00e4hteen autenttisuus -k\u00e4site.\n\nTulosten perusteella pohjustus muovaa yleis\u00f6n autenttisuuden ja uskottavuuden tulkintoja, mik\u00e4 todennetaan my\u00f6s Khiin neli\u00f6 -testeill\u00e4. Tunneanalyysin perusteella ristiriitainen manipulaatio tuottaa ristiriitaisia tunteita ja negatiiviset tunteet kohdistuvat ennen kaikkea videolla esiintyv\u00e4\u00e4n suosittelijaan ja v\u00e4hiten esiteltyihin tuotteisiin. Autenttinen l\u00e4hde on m\u00e4\u00e4ritelty vilpitt\u00f6m\u00e4ksi, puolueettomaksi, samastuttavaksi ja intohimoiseksi. Lis\u00e4ksi m\u00e4\u00e4ritelm\u00e4\u00e4n esitettiin lis\u00e4tt\u00e4v\u00e4ksi hauskuutta ja karsimaa yhdistettyn\u00e4 luotettavuuteen.\n\nT\u00e4ss\u00e4 tutkimuksessa muodostettu autenttisen l\u00e4hteen k\u00e4site laajentaa k\u00e4sityst\u00e4 siit\u00e4, mihin katsojat kiinnitt\u00e4v\u00e4t huomiota arvioidessaan l\u00e4hteen autenttisuutta. Tulokset tarjoavat k\u00e4yt\u00e4nn\u00f6n n\u00e4k\u00f6kulmia viestinn\u00e4n ja markkinoinnin ammattilaisille etenkin vaikuttajamarkkinoinnin johtamiseen. Lis\u00e4\u00e4 tutkimusta kuitenkin tarvitaan autenttisen l\u00e4hteen k\u00e4sitteen kehitt\u00e4miseksi ja sen vaikutusten selvitt\u00e4miseksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sponsored content has gained popularity as a digital media marketing tactic. Brands collaborate to create sponsored content with the so-called new-media influencers who are able to gather significant audiences and are claimed to offer a new form of authenticity. The paradox between the audiences' expectations of authenticity and the commercial intentions of marketers is potentially complex and confusing. Hence, more insight is needed of how consumers react to sponsored content.\n\nThe objective of this thesis is to explore how priming influences the authenticity and source credibility perceptions of vlog-viewers along with their emotions. Particular attention is paid on authenticity as a less studied concept. To study the effects of priming, this study uses four different manipulation conditions to influence a vlog-viewing experience and therefore the responses of the viewers to the content.\n\nA theory-guided content analysis of 213 open responses was conducted to compare the differences of authenticity and credibility perceptions as well as emotions between the manipulation groups. As another outcome of the analysis, a concept of source authenticity was formed. Also, a separate emotions analysis was conducted.\n\nThe results suggest that priming shapes the authenticity and source credibility perceptions of the vlog-viewers, which is verified by chi square tests. The emotion analysis suggest that mixed manipulation conditions lead to more mixed emotions and that negative emotions are mainly directed at the endorser and least at the products. An authentic source was defined as genuine, unbiased, relatable, and passionate. In addition, charisma and funniness were suggested to be included in the definition together with trustworthiness.\n\nThe conceptualization of source authenticity formed in this study gives insight on what viewers pay attention to when evaluating the authenticity of a source. The results of this study offer practical viewpoints to communication and marketing professionals especially for managing collaborations with new-media influencers. However, more research is needed to further develop the concept of source authenticity and to study its effects.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-08-30T06:45:41Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-08-30T06:45:41Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "65", "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": "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": "source credibility", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sponsored content", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "priming", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The influence of priming on perceived authenticity, credibility and emotions in sponsored content", "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-201808303972", "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": "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": "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": "2043", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tunteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "uskottavuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "autenttisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "videoblogit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "emotions", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "credibility", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "authenticity", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "video blogs", "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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