| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Rautiainen, Antti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jokinen, Jonna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-07-30T06:03:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-07-30T06:03:28Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/65153", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median k\u00e4yt\u00f6n m\u00e4\u00e4r\u00e4n valtava kasvu viime vuosina on siirt\u00e4nyt my\u00f6s yritysten markkinointia entist\u00e4 enemm\u00e4n perinteisist\u00e4 markkinointikanavista sosiaaliseen mediaan. T\u00e4m\u00e4n tutkimuksen tavoitteena on selvitt\u00e4\u00e4 onko yritysten sosiaalisen median k\u00e4yt\u00f6ll\u00e4 ja seuraajam\u00e4\u00e4rill\u00e4 sek\u00e4 yrityksist\u00e4 verkossa k\u00e4yt\u00e4v\u00e4n keskustelun s\u00e4vyll\u00e4 yhteytt\u00e4 yrityksen arvoon tutkimalla voidaanko sosiaalisen median avulla ennustaa tai selitt\u00e4\u00e4 yrityksen osakekurssin muutosta. Selitett\u00e4v\u00e4n\u00e4 muuttujana t\u00e4ss\u00e4 tutkimuksessa k\u00e4ytet\u00e4\u00e4n osakkeen arvon prosentuaalista muutosta vuoden mittaisella ajanjaksolla. Aineisto koostuu p\u00f6rssiyritysten taloudellisista tunnusluvuista, n\u00e4iden yritysten sosiaalisen median kanavien seuraaja- ja julkaisum\u00e4\u00e4rist\u00e4 sek\u00e4 M-Adaptive-ohjelmalla ker\u00e4tyist\u00e4 sentimenttihavainnoista. Aineiston analysointi tapahtuu tilastollisen analyysin keinoin SPSS-ohjelmistolla, joten kyseess\u00e4 on kvantitatiivinen tutkimus. Tutkimusmenetelm\u00e4n\u00e4 k\u00e4ytet\u00e4\u00e4n lineaarista regressioanalyysia. Tutkimustulosten mukaan sosiaalisen median seuraaja- ja julkaisum\u00e4\u00e4rill\u00e4 on yhteys yrityksen osakkeen arvon muutokseen. Parhaiten muutosta selitt\u00e4\u00e4 malli johon sis\u00e4ltyy Instagram- ja Twitter-seuraajien lukum\u00e4\u00e4r\u00e4 sek\u00e4 videoiden lukum\u00e4\u00e4r\u00e4 Youtubessa. Yrityksist\u00e4 verkossa k\u00e4yt\u00e4v\u00e4n keskustelun s\u00e4vyll\u00e4 puolestaan ei havaittu olevan yhteytt\u00e4 yrityksen osakkeen arvon muutokseen. Tutkimustulokset voivat tuoda merkityksellist\u00e4 tietoa sosiaalisen median arvorelevanssista sek\u00e4 yritykselle itselleen ett\u00e4 sen ulkoisille sidosryhmille, kuten sijoittajille. Yritysjohdon tulisi tunnustaa sosiaalisen median rooli t\u00e4rke\u00e4n\u00e4 markkinoinnin ty\u00f6v\u00e4lineen\u00e4 ja mietti\u00e4 keinoja joiden avulla eri sosiaalisen median kanavien seuraajam\u00e4\u00e4ri\u00e4 voidaan kasvattaa ja siten mahdollisesti kasvattaa my\u00f6s yrityksen osakkeen arvoa. Sijoittajien puolestaan kannattaa kiinnitt\u00e4\u00e4 huomiota sijoitusp\u00e4\u00e4t\u00f6sten teossa taloudellisten tunnuslukujen lis\u00e4ksi my\u00f6s yrityksen suosioon ja aktiivisuuteen sosiaalisessa mediassa, koska seuraaja- ja julkaisum\u00e4\u00e4r\u00e4t tietyiss\u00e4 sosiaalisen median kanavissa voivat heijastaa yrityksen osakkeen tulevaa arvoa jopa paremmin kuin monet tilinp\u00e4\u00e4t\u00f6ksest\u00e4 johdettavat tunnusluvut.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Marja-Leena Harjuniemi (mharjuni@jyu.fi) on 2019-07-30T06:03:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-07-30T06:03:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "59", "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": "arvorelevanssi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "eWOM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sentimenttianalyysi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "word-of-mouth", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen median arvorelevanssi suomalaisissa p\u00f6rssiyrityksiss\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-201907303714", "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": "Laskentatoimi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Accounting", "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": "20421", "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": "arvo", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "osakkeet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritykset", "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": "regressioanalyysi", "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"}]
|