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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Eskelinen, Kerttu", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kotila, Jussi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-11-14T08:52:47Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-11-14T08:52:47Z", "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/123456789/66359", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitaalisen median ja sosiaalisen median alustojen kehitys on muuttanut tapaa, jolla kuluttajat vuorovaikuttavat sek\u00e4 br\u00e4ndien ett\u00e4 toistensa kanssa. Koska sosiaalisessa mediassa kuluttajat ottavat aktiivisen osallistujan ja kehitt\u00e4j\u00e4n roolin, markkinointi- ja viestint\u00e4strategioiden painopiste on muuttunut viestien luomisesta ja jakamisesta sidosryhmien osallistamiseen eri tavoin. Sidosryhmien osallistaminen markkinointiviestint\u00e4\u00e4n asettaa yrityksille my\u00f6s haasteita, sill\u00e4 erityisesti sosiaalisessa mediassa keskustelun luonne ja painopiste voi helposti k\u00e4\u00e4nty\u00e4 negatiiviseksi. \n\nT\u00e4m\u00e4 tutkielma koostuu kahdesta osasta, joita ovat kirjallisuuskatsaus ja empiirinen case-tutkimus. Tutkielmalle asetettiin kaksi tavoitetta. Ensimm\u00e4inen tavoite oli esitell\u00e4 kuluttajien osallistamisen ja sitouttamisen eri k\u00e4sitteit\u00e4 sen positiivista muodoista, kuten yhteiskehittelyst\u00e4 ja k\u00e4ytt\u00e4jien tuottamista sis\u00e4ll\u00f6ist\u00e4 negatiivisiin ilmi\u00f6ihin, kuten br\u00e4ndinkaappaukseen. Akateemisessa kirjallisuudessa esiintyvi\u00e4 k\u00e4sitteit\u00e4 verrattiin edelleen kesken\u00e4\u00e4n niiden eroavaisuuksien ja yht\u00e4l\u00e4isyyksien m\u00e4\u00e4ritt\u00e4miseksi. Vaikka osallistumista sosiaalisessa mediassa on tutkittu runsaasti, tutkimusta sidosryhmien osallistumisesta LinkedInissa on vain v\u00e4h\u00e4n. Siten tutkimuksen toisena tavoitteena oli selvitt\u00e4\u00e4, mitk\u00e4 ovat yleisimm\u00e4t osallistumisen muodot LinkedInissa. Osallistumista tutkittiin kahden esimerkkiorganisaation, Finnairin ja KLM:n kautta. Yhteens\u00e4 94 LinkedIn-julkaisua ker\u00e4ttiin, luokiteltiin ja analysoitiin laadullisen sis\u00e4ll\u00f6nanalyysin ja m\u00e4\u00e4r\u00e4llisen luokittelun keinoin. \n\nTutkimuksen mukaan yleisimm\u00e4t osallistumisen muodot LinkedInissa olivat joko neutraaleja tai positiivisia sek\u00e4 tunteiden ett\u00e4 br\u00e4ndiasenteiden n\u00e4k\u00f6kulmasta. Tutkimus viittaa siihen, ett\u00e4 positiiviset ja henkil\u00f6kohtaiset sis\u00e4ll\u00f6t my\u00f6s resonoivat yleis\u00f6ss\u00e4 parhaiten. Negatiivinen osallistuminen oli paitsi harvinaista, se my\u00f6s usein j\u00e4tettiin muiden k\u00e4ytt\u00e4jien toimesta huomiotta. T\u00e4t\u00e4 positiivista dominanssia voi osittain selitt\u00e4\u00e4 LinkedInin vahva henkil\u00f6br\u00e4nd\u00e4\u00e4misen kulttuuri. Sek\u00e4 k\u00e4ytetyt tutkimusmetodit ett\u00e4 tutkimusmateriaalin rajallinen otanta vaikuttavat tutkimuksen reliabiliteettiin ja validiteettiin. Siten t\u00e4m\u00e4n tutkimuksen tulokset ovat suuntaa-antavia. Lis\u00e4tutkimus on tarpeen, jotta aiheesta voidaan vet\u00e4\u00e4 yleistett\u00e4vi\u00e4 johtop\u00e4\u00e4t\u00f6ksi\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The development of digital media and social media platforms has changed the way consumers interact with brands and with each other. In social media, consumers take the role of active participants and co-creators which has shifted the focus of communications and marketing strategies from creating and distributing messages to discovering new ways of engaging customers and other stakeholders. Inviting stakeholders to engage comes with a risk, however, as even well-intended campaigns can easily turn into negative engagement. \n\nThis thesis consists of two major components, being an integrative literature review and a case study. As customer engagement has become a popular topic within academics, the first objective of this thesis was to introduce the different forms of customer engagement as they have been studied in the past academic literature, from its positive forms, such as co-creation, lead users concept and user generated content to the negative extremes, such as brandjacking. The concepts were further compared to demonstrate their differences as well as similarities. As LinkedIn remains an unexplored platform in the research on engagement, the second objective was to identify the dominant forms of engagement on LinkedIn. LinkedIn engagement was studied in the context of two organizations, KLM and Finnair. In total, 94 LinkedIn posts were collected, categorized and analyzed using qualitative content analysis as well as quantitative data categorization. \n\nThis research suggests that the dominant forms of engagement are largely defined by the self-promotional nature of the platform, resulting in either neutral or positive engagement both in terms of emotion and attitudes towards brands. Negative engagement does not only represent the minority of the engagement on LinkedIn, but it is also ignored by other users. However, due to the limitations induced by the research methods as well as the limited sampling, the conclusions of this study are merely indicative. In order to draw generalizable conclusions on LinkedIn engagement further research needs to be conducted.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-11-14T08:52:47Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-11-14T08:52:47Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "80", "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": "brandjacking", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand hijacking", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "engagement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "co-creation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "customer engagement", "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": "Co-creation vs. brandjacking : a case study on customer engagement on LinkedIn", "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-201911144863", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "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": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "qualifier": "department", "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": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Yhteis\u00f6viestint\u00e4", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Organizational Communication", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Viestinn\u00e4n johtaminen", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Communication", "language": "", "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": "3131", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "2043", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "osallistuminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "osallistaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "LinkedIn", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sitoutuminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sis\u00e4ll\u00f6nanalyysi", "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": "sitouttaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "participation", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social inclusion", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "LinkedIn", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "committing oneself", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "content analysis", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "committing someone", "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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