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[{"key": "dc.contributor.advisor", "value": "Badham, Mark", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Uusitalo, Ilona", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-11-11T05:51:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-11-11T05:51:52Z", "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/123456789/66289", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Suositusten merkitys organisaatioille on lis\u00e4\u00e4ntynyt huomiotaloudessa. Lis\u00e4ksi kuluttajat vaativat\norganisaatioilta aiempaa enemm\u00e4n aitoutta. Tositarinoita oikeista ihmisist\u00e4 pidet\u00e4\u00e4n erityisen\npuoleensavet\u00e4vin\u00e4. Asiakastarinat ovat paljon k\u00e4ytetty suositusten muoto. Niiden suosion on\nn\u00e4hty johtuvan esimerkiksi siit\u00e4, ett\u00e4 niill\u00e4 on mahdollista viesti\u00e4 organisaatioiden uskottavuudesta. Kuluttajille suunnattujen, videomuotoisten asiakastarinoiden aitoutta ja uskottavuutta ei\nkuitenkaan ole tutkittu paljoa. Aitouden ja uskottavuuden k\u00e4sitteiden v\u00e4lisest\u00e4 suhteesta ei my\u00f6sk\u00e4\u00e4n vallitse yksimielisyytt\u00e4. T\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, kuinka kuluttajat\ntulkitsevat videomuotoisten, kuluttajille suunnattujen asiakastarinoiden aitoutta ja uskottavuutta.\nTutkimusaineisto ker\u00e4ttiin Amazon Mechanical Turk (MTurk) -sivustolla, jossa kuluttajia pyydettiin arvioimaan katsomiensa asiakastarinoiden aitoutta ja uskottavuutta. Avointen kysymysten\nvastaukset analysoitiin hy\u00f6dynt\u00e4m\u00e4ll\u00e4 teemoittelua. Tutkimuksen tulokset osoittavat kuluttajien\nymm\u00e4rt\u00e4v\u00e4n aitouden ja uskottavuuden k\u00e4sitteet samankaltaisina videomuotoisten asiakastarinoiden kontekstissa. Sen vuoksi tutkimuksessa muodostetut teemat n\u00e4hd\u00e4\u00e4n sek\u00e4 aitouden ett\u00e4\nuskottavuuden rakentajina. Pyydett\u00e4ess\u00e4 arvioimaan videomuotoisen asiakastarinan uskottavuutta ja aitoutta kuluttajat kiinnittiv\u00e4t eniten huomiota suosittelijaan. Siksi kolme viidest\u00e4 tutkimuksessa muodostetuista teemoista liittyy suosittelijan aitouteen ja uskottavuuteen. N\u00e4m\u00e4 teemat\novat nimelt\u00e4\u00e4n suosittelijan asiantuntemus, luotettavuus ja puoleensavet\u00e4vyys. Teemat nimettiin aiemmassa tutkimuksessa m\u00e4\u00e4riteltyjen l\u00e4hteen uskottavuuden osa-alueiden mukaan. Tutkimuksessa\nmuodostettiin my\u00f6s uudet aitoutta ja uskottavuutta rakentavat teemat nimelt\u00e4 visuaaliset todisteet\nja tarinat. Teema visuaaliset todisteet tarkoittaa videomuodon mahdollistamaa visuaalista tukea\nsuosittelijan kertomukselle. Tukena voi toimia esimerkiksi videokatkelma, jolla suosittelija k\u00e4ytt\u00e4\u00e4 suosittelemaansa tuotetta. Tarinat viittaavat suosittelijoiden kertomuksiin esimerkiksi tekemist\u00e4\u00e4n ostop\u00e4\u00e4t\u00f6ksist\u00e4.\nTutkimus esittelee kaksi uutta aitouden ja uskottavuuden rakentajaa: visuaaliset todisteet sek\u00e4 tarinat. Lis\u00e4ksi tulokset tukevat kirjallisuudessa aiemmin l\u00f6ydettyj\u00e4 l\u00e4hteen uskottavuuden ulottuvuuksia. Tutkimuksen tulokset auttavat viestinn\u00e4n ja markkinoinnin ammattilaisia ymm\u00e4rt\u00e4m\u00e4\u00e4n syv\u00e4llisemmin aitouden ja uskottavuuden k\u00e4sitteit\u00e4 videomuotoisten asiakastarinoiden yhteydess\u00e4 ja hy\u00f6dynt\u00e4m\u00e4\u00e4n niit\u00e4 asiakastarinoiden tuottamisessa. Tuloksia voi hy\u00f6dynt\u00e4\u00e4 esimerkiksi sopivien suosittelijoiden valitsemisessa. Tuleva tutkimus voisi keskitty\u00e4 aitouden ja uskottavuuden kokemuksiin hy\u00f6dynt\u00e4m\u00e4ll\u00e4 laajempia aineistoja sek\u00e4 m\u00e4\u00e4r\u00e4llisi\u00e4 tutkimusmenetelmi\u00e4.\nHyv\u00e4 jatkotutkimuskohde olisi my\u00f6s kulttuurierot aitouden ja uskovuuden kokemuksissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The importance of recommendations for organisations has increased in the attention economy.\nConsumers are also increasingly demanding authenticity from organisations, and real stories\nabout real people have been stated to be especially attractive. Customer testimonials are a widely\nused form of recommendations often published in story-form. The popularity of testimonials may\nresult for instance from the fact that they may communicate about the credibility of organisations.\nHowever, the authenticity and credibility of business-to-consumer (B2C) video testimonials has\nnot been widely studied. Furthermore, no consensus exists on how the concepts of authenticity\nand credibility relate to each other in this context. Therefore, the aim of this study is to explore\nconsumers\u2019 perceptions of authenticity and credibility of B2C video testimonials.\nThe data of the study was collected using Amazon Mechanical Turk (MTurk) platform. In an\nonline open-ended questionnaire, consumers were asked to watch a video testimonial and to evaluate\nits credibility and authenticity. The responses were analysed using thematic analysis. The\nresults reveal that consumers tend to see the concepts of authenticity and credibility as rather\nsimilar to each other. Therefore, the themes generated in this study are constructors of both authenticity\nand credibility of B2C video testimonials. When asked to evaluate the credibility and\nauthenticity of video testimonials, most consumers focused on the endorser in their evaluations.\nTherefore, three of the five themes generated in the study concern the endorser: endorser expertise,\nendorser trustworthiness, and endorser attractiveness. These themes were named according to dimensions\nof source credibility found in the existing literature. Other themes identified in the study\nwere named visual evidence and stories. Visual evidence means support of credibility and authenticity\nderived from video extracts showing, for instance, endorsers using the products they are endorsing.\nStories refer to stories told by endorsers for instance about their purchase decision making\nprocess.\nThis study contributes to theory by introducing two new constructors of credibility and authenticity\nof video testimonials. These constructors are the themes of visual evidence and stories. In addition,\nthe results support the three dimensions of source credibility commonly found in the literature.\nThe results of this study may help communications and marketing practitioners to understand\nthe concepts of credibility and authenticity more thoroughly in the context of video testimonials.\nIn addition, the results may help in choosing suitable endorsers as well as in presenting the\ninformation in a way that is likely to be perceived as credible and authentic by consumers. Future\nstudies could study the perceptions of authenticity and credibility of customer testimonials using\nmore extensive data sets or quantitative methods. Possible cultural differences in the perceptions\ncould also be studied.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-11-11T05:51:51Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-11-11T05:51:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "82", "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": "testimonials", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "endorsers", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Consumers\u2019 perceptions of credibility and authenticity of business-to-consumer (B2C) video testimonials", "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-201911114804", "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.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "500", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "student", "language": "", "element": "contractresearch", "qualifier": "initiative", "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": "restrictedAccess", "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": "uskottavuus", "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": "credibility", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "authenticity", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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