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[{"key": "dc.contributor.advisor", "value": "Badham, Mark", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Nousiainen, Sini", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-11-18T12:20:43Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-11-18T12:20:43Z", "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/123456789/66416", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Organisaation ja yleis\u00f6n v\u00e4listen suhteiden kehitt\u00e4mist\u00e4 on tutkittu jo 1980-luvun alusta l\u00e4htien, osana organisaation ja yleis\u00f6n v\u00e4lisi\u00e4 suhteita (Cheng 2018, 120; Huang & Zhang 2013, 85; Ki & Shin 2006, 194). On huomattu, ett\u00e4 vuorovaikutus ja osallistuminen ovat t\u00e4rke\u00e4ss\u00e4 roolissa suhteiden kehitt\u00e4misess\u00e4 verkossa. Useat tutkimukset ovat keskittyneet voittoa tavoittelemattomien ja kuluttajamarkkinointiin keskittyneiden organisaatioiden tutkimiseen (kuten Ki & Hon 2006; Bortree & Seltzer 2009; Waters et al. 2009; McCorkindale 2010; Rybalko & Seltzer 2010; Men & Tsai 2012; O\u2019Neil 2014; Shin et al. 2015), kun taas B2B organisaatiot ovat saaneet v\u00e4h\u00e4n huomiota (Siamagka et al. 2015, 89; J\u00e4rvinen et al. 2012, 102). T\u00e4m\u00e4n vuoksi, t\u00e4ss\u00e4 tutkimuksessa keskityttiin B2B organisaatioihin, ja selvitettiin, miten B2B yritykset kehitt\u00e4v\u00e4t suhteita online mediassa. \nAineisto ker\u00e4ttiin nelj\u00e4n kohdeorganisaation sosiaalisen median profiilisivustoilta, sek\u00e4 julkaisuista. Aineiston kokonaism\u00e4\u00e4r\u00e4 oli 272 julkaisua ja nelj\u00e4 Facebook, sek\u00e4 LinkedIn profiilisivuston \u201dTietoja\u201d -osiota. Aineisto analysoitiin teoriapohjaisella sis\u00e4ll\u00f6nanalyysilla.\nTulokset osoittavat, ett\u00e4 tutkitut yritykset jakavat enimm\u00e4kseen tietoa organisaatiosta ennemmin kuin yritt\u00e4v\u00e4t saada aikaan vuorovaikutusta yleis\u00f6n kanssa. Tulokset osoittavat my\u00f6s, ett\u00e4 tutkitut organisaatiot ovat avoimempia Facebookissa kuin LinkedInissa. Organisaatiot k\u00e4ytt\u00e4v\u00e4t enimm\u00e4kseen kuvia, ja pyrkiv\u00e4t voittamaan yleis\u00f6\u00e4 puolelleen verkostoitumalla ja lahjoittamalla organisaatioihin, joista heid\u00e4n yleis\u00f6ns\u00e4 on kiinnostuneet. Mit\u00e4 tulee vuorovaikutukseen, tutkitut organisaatiot eiv\u00e4t joko vastanneet tai reagoineet vastauksiin. Organisaatiot pyrkiv\u00e4t jopa v\u00e4hent\u00e4m\u00e4\u00e4n yhteydenottotapoja. Tulokset ehdottavat, ett\u00e4 vuorovaikutuksellista viestint\u00e4\u00e4 k\u00e4ytet\u00e4\u00e4n v\u00e4h\u00e4n, vaikka yhteis\u00f6palvelut antavat t\u00e4h\u00e4n hyv\u00e4n mahdollisuuden.\nT\u00e4m\u00e4 tutkimus antaa lis\u00e4\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, miten B2B yritykset k\u00e4ytt\u00e4v\u00e4t yhteis\u00f6palveluja suhteiden kehitt\u00e4misess\u00e4 yleis\u00f6n kanssa. Tutkimus ehdottaa, ett\u00e4 sijoittamalla vuorovaikutukselliseen viestint\u00e4\u00e4n, organisaatiot voivat kehitt\u00e4\u00e4 suhteita yleis\u00f6ns\u00e4 kanssa. Ymm\u00e4rt\u00e4m\u00e4ll\u00e4, miten B2B yritykset k\u00e4ytt\u00e4v\u00e4t sosiaalista mediaa suhteiden kehitt\u00e4misess\u00e4, antaa organisaatioille ev\u00e4it\u00e4 sosiaalisen median k\u00e4ytt\u00f6\u00f6n suhteiden kehitt\u00e4misess\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Relationship cultivation strategies have been studied since 1980s, as part of the organization-public relationships (Cheng 2018, 120; Huang & Zhang 2013, 85; Ki & Shin 2006, 194). It is noted, that interactivity and involvement play an important role in online relationship cultivation. Many of the studies has focused on non-profit or business-to-consumer organizations (e.g. Ki & Hon 2006; Bortree & Seltzer 2009; Waters et al. 2009; McCorkindale 2010; Rybalko & Seltzer 2010; Men & Tsai 2012; O\u2019Neil 2014; Shin et al. 2015), whereas far too little attention is paid to business-to-business organizations (Siamagka et al. 2015, 89; J\u00e4rvinen et al. 2012, 102). Therefore, this study focused on business-to-business organizations and, how they cultivated relationships online. \nThe data was gathered from four case organizations' social networking sites and published posts. The total sample size was 272 wall posts and four Facebook and LinkedIn profile pages\u2019 \u201cAbout\u201d sections. Data was analyzed with content analysis. \nThese results indicate that the studied organizations mainly disseminate information of the organization rather than try to have interactive communication with publics. These results show that the studied organizations are more open on Facebook than on LinkedIn. Organizations use mostly images and try to win publics over by networking and donating to organizations, whom publics are interested. What comes to interactivity, case organizations did not either respond or give reactive responses to publics. Organizations even try to limit the possibilities to contact the organization. These results suggest that interactive communication is used less, even though social networking sites offers great opportunities for this.\nThis study gives better understanding of how business-to-business organizations use social networking sites for relationship cultivation with publics. The study suggests that investing in interactive communication, organizations can further develop the relationships with their publics. By understanding how business-to-business organizations use social media sites for relationship cultivation, helps organizations to utilize them better for relationship cultivation.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-11-18T12:20:43Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-11-18T12:20:43Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "52", "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": "B2B", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "organization-public-relationship", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "relationship cultivation strategies", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "B2B organizations cultivating relationships in social media", "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-201911184924", "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.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": "2043", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "interaktiivisuus", "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": "sis\u00e4ll\u00f6nanalyysi", "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": "Facebook", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suhdetoiminta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "interactivity", "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": "content analysis", "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": "Facebook", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "public relations", "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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