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[{"key": "dc.contributor.advisor", "value": "Sepp\u00e4nen, Ville", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hietala, Waltteri", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-02-03T06:33:04Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-02-03T06:33:04Z", "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/123456789/67691", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Videopalvelu YouTuben k\u00e4ytt\u00f6 on arkip\u00e4iv\u00e4\u00e4 t\u00e4n\u00e4\u00e4n l\u00e4hestulkoon kaikille, ja videopalvelun suosion valtaisa kasvu on her\u00e4tt\u00e4nyt yritykset huomioimaan YouTuben kasvavan merkityksen markkinointikanavana. T\u00e4ss\u00e4 kandidaatin-tutkielmassa on tutkittu sit\u00e4, kuinka yritykset hy\u00f6dynt\u00e4v\u00e4t YouTubea br\u00e4ndinrakentamisessa tuotesijoittelun avulla. Tutkielmassa esitell\u00e4\u00e4n mitk\u00e4 ovat br\u00e4ndin teht\u00e4v\u00e4t ja mit\u00e4 br\u00e4nd\u00e4ys tarkoittaa ja kuinka yritykset hy\u00f6dynt\u00e4v\u00e4t tuotesijoittelun tuomia mahdollisuuksia YouTubessa. Tutkimuskysymyksen\u00e4 toimii \u201dMiten yritykset hy\u00f6dynt\u00e4v\u00e4t tuotesijoittelua br\u00e4ndin rakentamisessa YouTube -videopalvelussa?\u201d Tutkielma on suoritettu tieteellisen\u00e4 kirjallisuuskat-\nsauksena. Tutkielman tuloksena todettiin, ett\u00e4 br\u00e4ndien merkitys sosiaalisessa mediassa on kasvanut huomattavasti ja ett\u00e4 YouTubesta on tullut keskeinen tapa monelle yritykselle tavoittaa varsinkin nuorempi asiakaskunta vaikuttajamarkkinoinnin avulla. Sen lis\u00e4ksi YouTubea hy\u00f6dynnet\u00e4\u00e4n yh\u00e4 enemm\u00e4n\nmarkkinoinnissa ja asiakaspalautteen saamisessa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Nowdays YouTube is one the most visited websites on the internet and is well-\nknown website for almost everyone. The enormous growth of YouTube has\ncaused that many companies have realized its huge marketing potential. This\nbachelor\u2019s thesis discusses how brands (companies) benefit from YouTube\nwhen it comes to building company\u2019s brand by using product placement. I ex-\nplain what is a brand, what brand building means, what product placement is,\nhow it is used and how companies might benefit from using it in YouTube. My\naim is to answer this research question \u201dHow companies benefit from using\nproduct placement in YouTube as a tool for branding?\u201d The thesis was con-\nducted as a scientific literature review. The results were that brands meaning\nhas grown in social media and YouTube has become key factor for many to use\nas a marketing platform to reach customers, especially younger ones. Especially\ninfluencer marketing is on the rise. YouTube is nowdays used more and more\nin marketing but also for getting feedback from customers.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-02-03T06:33:04Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-02-03T06:33:04Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "29", "language": "", "element": "format", "qualifier": "extent", "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": "vaikuttajamarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Yritysten tuotesijoittelu ja br\u00e4nd\u00e4ys YouTubessa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202002031955", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "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_7a1f", "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": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tuotesijoittelu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "YouTube", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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