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[{"key": "dc.contributor.advisor", "value": "Laine, Antti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Laitinen, Mikko", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-03-09T07:06:17Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-03-09T07:06:17Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/68101", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tavoitteena on kuvata, miten j\u00e4\u00e4kiekon Liigaseurat hy\u00f6dynt\u00e4v\u00e4t sosiaalisen median yhteis\u00f6palveluja sponsorointiin liittyv\u00e4ss\u00e4 markkinointiviestinn\u00e4ss\u00e4 ja millaisia n\u00e4k\u00f6kulmia niiden k\u00e4ytt\u00f6\u00f6n liitet\u00e4\u00e4n. Lis\u00e4ksi tavoitteena on tarkastella, miten j\u00e4\u00e4kiekon Liigaseurat n\u00e4kev\u00e4t sponsoroinnin luonteen ja merkityksen. \n \nTutkimus toteutettiin kahden eri aineiston avulla. Ensimm\u00e4iseksi ker\u00e4ttiin systemaattisen havainnoin avulla aineisto Jukureiden, HIFK:n ja JYPin Facebook-, Twitter- ja Instagramtileilt\u00e4. Kyseisilt\u00e4 yhteis\u00f6palveluilta ker\u00e4ttiin kuukauden ajalta kaikki julkaisut, joilla esiintyi sponsoreita. Kokonaisuudessaan sosiaalisen median aineistosta analysointiin 246 julkaisua, joista suurin osa pystyttiin samankaltaisuuksien perusteella jakamaan yhdeks\u00e4\u00e4n teemaan. T\u00e4m\u00e4n j\u00e4lkeen toteutettiin kolme puolistrukturoitua teemahaastattelua. Kahden teemahaastattelun avulla ker\u00e4ttiin tietoa Jukureiden ja HIFK:n edustajien n\u00e4k\u00f6kulmasta, yksi teemahaastattelu toteutettiin Sponsor Insightin sponsoroinnin ja sosiaalisen median asiantuntijalle. Aineistot analysointiin sis\u00e4ll\u00f6nanalyysin avulla. \n \nSponsoroinnin luonteen n\u00e4htiin muuttuneen tavoitteelliseen suuntaan, vaikka hyv\u00e4ntekev\u00e4isyyteen pohjautuvaa sponsorointia on edelleen. Yhteiskuntavastuullisuus on t\u00e4ll\u00e4 hetkell\u00e4 suosittua sponsoroinnissa. Sponsoroinnilla n\u00e4htiin olevan seuralle taloudellinen, markkinoinnillinen ja yhteis\u00f6llinen merkitys. Julkaisujen saavuttaman sitoutuneisuuden perusteella suosituimmat julkaisut liittyiv\u00e4t yhteiskuntavastuullisuuteen, niiss\u00e4 esiintyi vahva tunne tai jotain hyv\u00e4\u00e4 oli tapahtunut. Tulevaisuuden haasteiksi arvioitiin kilpailu sponsoreista sosiaalisen median yhteis\u00f6palveluilla, sis\u00e4ll\u00f6n tasapainoon liittyv\u00e4t haasteet sek\u00e4 yhteis\u00f6palvelujen muutokset ja niihin reagointi. Mahdollisuuksiksi arvioitiin datan hy\u00f6dynt\u00e4minen ja seurojen lis\u00e4\u00e4ntyneet resurssit. \n \nTulokset antavat lis\u00e4\u00e4 tietoa sponsoroinnista sponsoroinnin kohteen n\u00e4k\u00f6kulmasta sek\u00e4 seuran sosiaalisen median yhteis\u00f6palveluista kanavana sponsorointiin liittyv\u00e4\u00e4n markkinointiviestint\u00e4\u00e4n. Johtop\u00e4\u00e4t\u00f6ksen\u00e4 voidaan sanoa, ett\u00e4 seurat hy\u00f6dynt\u00e4v\u00e4t monipuolisesti sosiaalisen median yhteis\u00f6palveluja sponsorointiin liittyv\u00e4ss\u00e4 markkinointiviestinn\u00e4ss\u00e4. Sis\u00e4ll\u00f6t suunnitellaan p\u00e4\u00e4asiassa niin, ett\u00e4 ne olisivat hy\u00f6dyllisi\u00e4 seuran markki\nnoinnille. T\u00e4m\u00e4 tutkimus kuvaa ilmi\u00f6t\u00e4 laaja-alaisesti. Tulevissa tutkimuksissa voisi keskitty\u00e4 syvemmin jonkin t\u00e4m\u00e4n tutkimuksen osan kuvaamiseen, esimerkiksi seuran ja sponsorin kampanjoiden vaikutuksiin kuluttajien sitoutuneisuuteen. Sponsorointiin liittyv\u00e4\u00e4 markkinointiviestint\u00e4\u00e4 voisi tutkia my\u00f6s e-urheiluun liittyen sek\u00e4 valitsemalla kanavaksi nettisivut tai s\u00e4hk\u00f6postin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-03-09T07:06:17Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-03-09T07:06:17Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "129", "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": "Sponsorointiin liittyv\u00e4 markkinointiviestint\u00e4 j\u00e4\u00e4kiekon Liigaseurojen sosiaalisen median yhteis\u00f6palveluissa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, 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"dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "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.department", "value": "Liikunta- ja terveystieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Sport and Health Sciences", "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": 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