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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Paloniemi, Essi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-09-13T09:12:44Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-09-13T09:12:44Z", "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/123456789/59513", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median ja digitaalisen vuorovaikutuksen tuomat mahdollisuudet ovat her\u00e4tt\u00e4neet mielenkiinnon my\u00f6s B2B-markkinoilla. Digitaalisten vuorovaikutusmenetelmien suosion hy\u00f6dynt\u00e4minen on huomioitu my\u00f6s uusasiakashankinnassa sek\u00e4 jo olemassa olevien asiakassuhteiden yll\u00e4pidossa.\nT\u00e4ss\u00e4 kvalitatiivisessa tutkimuksessa tutkittiin, miten asiantuntijaorganisaatiot hy\u00f6dynt\u00e4v\u00e4t sosiaalista mediaa asiakassuhteissaan. T\u00e4m\u00e4 tutkimus toteutettiin tapaustutkimuksena ja tapaukseksi valikoitui tilitoimistot. Tutkimuksen tavoitteena oli ymm\u00e4rt\u00e4\u00e4 sosiaalisen median asemaa tilitoimistoissa. Tutkimuksessa selvitettiin millainen motivaatio ja millaisia tavoitteita tilitoimistoilla oli l\u00e4hte\u00e4 toteuttamaan markkinointia sosiaalisessa mediassa. Lis\u00e4ksi tutkittiin, millaista suhdearvoa tilitoimistot kokevat saavansa sosiaalisen median avulla. Tutkimusaineisto ker\u00e4ttiin teemahaastatteluilla.\nTutkimustuloksissa ilmeni, ett\u00e4 tilitoimistojen tavoitteena l\u00e4hte\u00e4 toteutta-maan markkinointia sosiaalisessa mediassa ovat uusasiakashankinta, br\u00e4nditietoi-suuden levi\u00e4minen sek\u00e4 myynnin lis\u00e4\u00e4ntyminen. Lis\u00e4ksi tutkimustuloksista voidaan n\u00e4hd\u00e4, ett\u00e4 tilitoimistot saavat sosiaalisen median avulla suhdehy\u00f6tyj\u00e4. Suhdehy\u00f6tyjen taloudellisena ulottuvuutena voidaan n\u00e4hd\u00e4 kustannustehokkuus. Strategisena ulottuvuutena havaitaan br\u00e4nditietoisuuden kasvaminen sek\u00e4 sit\u00e4 kautta tulleet uudet asiakkuudet. Sosiaalisena ulottuvuutena puolestaan korostuu digitaalisen vuorovaikutuksen helppous ja nopeus sek\u00e4 luottamuksen rakentaminen ja yll\u00e4pit\u00e4minen. Tutkimuksen johtop\u00e4\u00e4t\u00f6sten perusteella voidaan todeta, ett\u00e4 sosiaalisella medialla on merkityst\u00e4 tilitoimiston asiakassuhteissa. Erityisen t\u00e4rke\u00e4n\u00e4 sosiaalista mediaa voidaan pit\u00e4\u00e4 potentiaalisten asiakkaiden tavoittelussa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-09-13T09:12:44Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-09-13T09:12:44Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "79", "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.title", "value": "Sosiaalisen median hy\u00f6dynt\u00e4minen asiantuntijaorganisaation asiakassuhteissa : case tilitoimistot", "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-201809134112", "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": "tilitoimistot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysmarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiantuntijaorganisaatiot", "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.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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