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[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Mannonen, Markus", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-09-16T04:56:13Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-09-16T04:56:13Z", "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/123456789/65511", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -tutkielmassa \u00e4\u00e4nest\u00e4j\u00e4t n\u00e4hd\u00e4\u00e4n kuluttajina, joiden puoluevalintaan ja \u00e4\u00e4nestysk\u00e4ytt\u00e4ytymiseen vaikuttavia tekij\u00f6it\u00e4 tarkastellaan kuluttajak\u00e4ytt\u00e4ytymisen teorioiden kautta. Tutkielman tutkimusmalli perustuu kyseisen tutkimusn\u00e4k\u00f6kulman aiempaan kirjallisuuteen, erityisesti \u00e4\u00e4nest\u00e4jien k\u00e4ytt\u00e4ytymist\u00e4 selitt\u00e4viin konseptuaalisiin malleihin (ks. esim. Winchester ym., 2016; Ahmed ym., 2015; O\u2019Cass & Pecotich, 2005; O\u2019Cass, 2002). \n\nTutkielmassa selvitet\u00e4\u00e4n regressioanalyysien avulla, mitk\u00e4 tekij\u00e4t selitt\u00e4v\u00e4t nelj\u00e4n suurimman puolueen (Keskusta, Perussuomalaiset, Kokoomus ja SDP) \u00e4\u00e4nest\u00e4mist\u00e4 Suomen vuoden 2015 eduskuntavaaleissa. Lis\u00e4ksi tutkielmassa selvitet\u00e4\u00e4n keskiarvotestien avulla mahdollisia \u00e4\u00e4nest\u00e4j\u00e4ryhmien v\u00e4lille muodostuvia tilastollisia eroja. Tutkielmassa pyrit\u00e4\u00e4n markkinaorientoituneiseen ymm\u00e4rrykseen (ks. esim. Robinson, 2010; Kotler & Kotler, 1999), jonka pohjalta sek\u00e4 ehdokkaat ett\u00e4 puolueet voivat jatkossa tehd\u00e4 tehokkaampaa kampanjointia ja muuta poliittista markkinointia. \nParhaiten tietyn puolueen \u00e4\u00e4nest\u00e4mist\u00e4 selitt\u00e4v\u00e4t positiiviset mielipiteet puoluetta ja sen puheenjohtajaa kohtaan. Tyytym\u00e4tt\u00f6myydell\u00e4 edellisten hallitusten toimintaan havaittiin olevan selke\u00e4 yhteys oppositiopuolueiden \u00e4\u00e4nest\u00e4miseen. Sosiaalinen media oli vuonna 2015 aiempien eduskuntavaalien tapaan hyvin pieness\u00e4 roolissa \u00e4\u00e4nest\u00e4jien p\u00e4\u00e4t\u00f6ksentekoon vaikuttamisen kannalta. Toisaalta nuorin \u00e4\u00e4nest\u00e4j\u00e4segmentti (18\u201324 \u2013vuotiaat) osoitti t\u00e4ss\u00e4 yhteydess\u00e4 tulevaisuuden potentiaalia seuraamalla polittisia sis\u00e4lt\u00f6j\u00e4 huomattavasti kaikkia muita ik\u00e4ryhmi\u00e4 enemm\u00e4n sosiaalisessa mediassa, vaikka kyseisen ik\u00e4ryhm\u00e4n yleinen kiinnostuneisuus politiikasta ja perinteisen median seuranta olivat kaikista ik\u00e4ryhmist\u00e4 alhaisimmalla tasolla.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-09-16T04:56:13Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-09-16T04:56:13Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "64", "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": "\u00c4\u00e4nest\u00e4j\u00e4t kuluttajina : puoluevalintaan ja \u00e4\u00e4nest\u00e4jien k\u00e4ytt\u00e4ytymiseen vaikuttavat tekij\u00e4t Suomen eduskuntavaaleissa", "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-201909164157", "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": "\u00e4\u00e4nest\u00e4minen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "\u00e4\u00e4nest\u00e4j\u00e4t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "eduskuntavaalit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "\u00e4\u00e4nestysk\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "politiikka", "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"}]
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