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[{"key": "dc.contributor.advisor", "value": "Tyrv\u00e4inen, Pasi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Karvinen, Tommi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-02-25T10:36:50Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-02-25T10:36:50Z", "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/123456789/62947", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Nykyp\u00e4iv\u00e4n\u00e4 yrityksien on v\u00e4ltt\u00e4m\u00e4t\u00f6nt\u00e4 toteuttaa markkinointiaan internetiss\u00e4 sen suuren kasvun vuoksi. Yksi tapa tavoitella n\u00e4kyvyytt\u00e4 internetiss\u00e4 yritykselle on hakukoneoptimointi, jolla pyrit\u00e4\u00e4n kasvattamaan yrityksen verkkosivuston k\u00e4vij\u00e4m\u00e4\u00e4r\u00e4\u00e4 hakukoneiden kautta. Hakukoneet ovat kasvaneet markkinointikanavina viime vuosina r\u00e4j\u00e4hdysm\u00e4isesti ja niit\u00e4 hy\u00f6dynnet\u00e4\u00e4n p\u00e4ivitt\u00e4in yh\u00e4 enemm\u00e4n ja enemm\u00e4n. Hakukoneoptimoinnilla pystyt\u00e4\u00e4n vaikuttamaan yksitt\u00e4isen verkkosivuston sijoituksiin hakutuloksissa eri toimenpiteill\u00e4, jotka toteutetaan verkkosivustolle sis\u00e4isill\u00e4 ja ulkoisilla toimenpiteill\u00e4. T\u00e4m\u00e4 tutkimus toteutettiin kvalitatiivisena tutkimuksena, jonka tavoitteena oli tutkia pienten ja keskisuurten yrityksien kyky\u00e4 ottaa vastaan hakukoneoptimointia. Tavoitteena oli l\u00f6yt\u00e4\u00e4 keskeisimm\u00e4t tekij\u00e4t, jotka vaikuttavat hakukoneoptimoinnin k\u00e4ytt\u00f6\u00f6nottoon ja omaksumiseen organisaatioissa. Tutkimuksen teoreettinen osuus koostuu kirjallisuuskatsauksesta sek\u00e4 hakukoneoptimoinnin teoreettisesta viitekehyksest\u00e4. Kirjallisuuskatsauksessa selvitettiin yleisimm\u00e4t teknologioiden omaksumis- ja k\u00e4ytt\u00f6\u00f6nottoteoriat ja poimittiin niist\u00e4 oleellisimmat tekij\u00e4t, jotka vaikuttavat omaksumiseen ja k\u00e4ytt\u00f6\u00f6nottoon. Tutkimuksen empiirinen aineisto ker\u00e4ttiin rakenteellisilla teemahaastatteluilla. Kohdeyritykset pyrittiin valitsemaan niin, ett\u00e4 joukosta l\u00f6ytyi yrityksi\u00e4, jotka olivat jo ottaneet hakukoneoptimoinnin k\u00e4ytt\u00f6\u00f6n ja yrityksi\u00e4, jotka eiv\u00e4t olleet. Haastateltavaksi valittiin pienten ja keskisuurten yritysten markkinointihenkil\u00f6t, jotka p\u00e4\u00e4tt\u00e4v\u00e4t sen investoinnista yrityksess\u00e4. T\u00e4m\u00e4n tutkielman tulokset osoittavat, ett\u00e4 kirjallisuuskatsauksessa l\u00f6ydetyill\u00e4 keskeisimmill\u00e4 tekij\u00f6ill\u00e4 oli korrelaatioita empiirisen tutkimuksen tuloksien v\u00e4lill\u00e4. Isoimpina tekij\u00f6in\u00e4, jotka vaikuttivat hakukoneoptimoinnin k\u00e4ytt\u00f6\u00f6nottoon olivat muun muassa seuraavat tekij\u00e4t: johdon tuki, resurssit sek\u00e4 markkinoiden luoma paine. Tutkielma luo osan kokonaiskuvasta, mitk\u00e4 eri tekij\u00e4t vaikuttavat hakukoneoptimoinnin k\u00e4ytt\u00f6\u00f6nottop\u00e4\u00e4t\u00f6ksess\u00e4 pk-yrityksiss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-02-25T10:36:50Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-02-25T10:36:50Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "70", "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": "teknologian omaksuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "teknologian k\u00e4ytt\u00f6\u00f6notto", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Hakukoneoptimoinnin k\u00e4ytt\u00f6\u00f6notto ja omaksuminen pieniss\u00e4 ja keskisuurissa yrityksiss\u00e4", "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-201902251632", "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": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "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": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakukoneoptimointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pienet ja keskisuuret yritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakukonemarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkon\u00e4kyvyys", "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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