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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Shaikh, Aijaz A.", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Huttula, Tia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-03-30T05:44:49Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-03-30T05:44:49Z", "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/123456789/68349", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vaikuttajamarkkinointi on kasvussa sosiaalisessa mediassa, kun muiden massamedioiden\nk\u00e4ytt\u00f6 ja suosio on laskussa. Samaan aikaan yritykset etsiv\u00e4t tehokkaampia ty\u00f6kaluja\nyleis\u00f6n tavoittamiseen sek\u00e4 asiakkaiden kanssa kommunikointiin. Kuluttajat luottavat\nerityisesti vertaisarvioituun sis\u00e4lt\u00f6\u00f6n. Vaikuttajien tuottama sis\u00e4lt\u00f6 luo kuluttajille tutkitusti\nvastaavan mielikuvan - se n\u00e4hd\u00e4\u00e4n luotettavana ja uskottavana sis\u00e4lt\u00f6n\u00e4. Vaikuttajilla\non kyky vaikuttaa kuluttajien ostop\u00e4\u00e4t\u00f6kseen, mik\u00e4li heid\u00e4n yleis\u00f6ns\u00e4 pystyy samaistumaan\nvaikuttajaan. Yrityksen ja vaikuttajan yhteisty\u00f6n onnistumisen edellytys on\nbr\u00e4ndin ja tuotteen sopivuus vaikuttajan imagoon, sill\u00e4 yleis\u00f6st\u00e4 tulee ep\u00e4ilev\u00e4inen sis\u00e4lt\u00f6\u00e4\nkohtaan, jos yhteisty\u00f6 on liian ilmeinen. Vaikuttajayhteisty\u00f6n lis\u00e4ksi vaikuttaja voi\nt\u00e4ytt\u00e4\u00e4 erilaisia rooleja yrityksess\u00e4 yhteisty\u00f6n aikana. T\u00e4m\u00e4n tutkimuksen tavoitteena on\ntunnistaa miten yritykset varmistavat br\u00e4ndin sopivuuden sosiaalisen median vaikuttajan\n(SMV) kanssa sek\u00e4 mit\u00e4 rooleja SMV toteuttaa yhteisty\u00f6n aikana.\nT\u00e4m\u00e4n laadullisen tutkimuksen tarkoituksena oli hankkia vastaus tutkimuskysymykseen\nhaastattelemalla vaikuttajamarkkinointia toteuttavia yrityksi\u00e4, media- ja vaikuttajatoimistoa.\nTutkimusl\u00f6yd\u00f6ksi\u00e4 verrattiin aikaisempien tutkimusten tuloksiin ja\np\u00e4\u00e4telm\u00e4t tehtiin sen pohjalta. Ensimm\u00e4inen merkitt\u00e4v\u00e4 l\u00f6yd\u00f6s oli, ett\u00e4 alussa on t\u00e4rke\u00e4\nvarmistaa br\u00e4ndin sopivuus huolellisella SMV:n kohdeyleis\u00f6n tarkastuksella, lis\u00e4ksi\nvarmistetiin, ett\u00e4 yleis\u00f6 sopii yrityksen tavoitteisiin. T\u00e4m\u00e4n j\u00e4lkeen tarkistettiin SMV:n\narvot sek\u00e4 h\u00e4nen kanavansa sis\u00e4lt\u00f6, SMV:n luonteen ja tyypin varmistamiseksi. Toinen\nmerkitt\u00e4v\u00e4 l\u00f6yd\u00f6s oli, ett\u00e4 SMV:n roolit yhteysty\u00f6n aikana rajautui sis\u00e4ll\u00f6ntuottamiseen\nsek\u00e4 br\u00e4ndikasvona esiintymiseen yrityksen tapahtumissa. Teoreettisesta viitekehyksest\u00e4\ntunnistettiin lis\u00e4vaiheita SMV:n valintaan, jotta br\u00e4ndi sopivuus voidaan varmistaa\nentist\u00e4 paremmin. Lis\u00e4ksi teoreettisessa viitekehyksess\u00e4 ehdotettiin lis\u00e4rooleja, joiden\navulla SMV:aa voidaan k\u00e4ytt\u00e4\u00e4 monipuolisesti parempien tulosten saavuttamiseksi ja\nvarmistamiseksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Influencer marketing practices are growing on social media channels, while the usage of\nother mass-media channels is decreasing, prompting organisations to search for new\ntools to communicate efficiently with their target audiences. Consumers trust peerreviewed\ncontent; influencer content, also perceived as trustworthy and credible, is considered\nto have the same impact. Influencers can affect purchase intentions if the audience\nidentifies with them. For a successful collaboration with an influencer, the organisation\nneeds to ensure that the brand fit is suitable, as the audience will become suspicious\nif the paid collaboration is too apparent. In addition, an organisation can ask the influencer\nto perform many roles during the collaboration. The objectives of this study, therefore,\nare to discover how organisations ensure brand fit with the social media influencer\n(SMI) and identify the roles fulfilled by the SMI in an organisation.\nTo gain an understanding of the research topic, the qualitative research uses interviews\nwith organisations as well as with media and influencer agencies located in\nFinland. Comparing the findings with previous research, two main implications were\nfound. First, to ensure brand fit, the SMI\u2019s target audience is carefully checked to see if it\nmatches the organisation\u2019s target audience; the values and content of the SMI are then\nchecked to understand their character. The second implication is that the SMI\u2019s roles,\namong others, are those of content creator and protagonist. Theoretical implications\nsuggested additional steps in the SMI selection process to ensure the brand fit more accurately;\nthere were also implications that extensive use of the SMI\u2019s roles would reach\nmore effective outcomes.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-03-30T05:44:49Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-03-30T05:44:49Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "54", "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": "social media influencer", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "SMI", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand fit", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Social media influencers in Finland : brand fit and communication strategy roles", "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-202003302560", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viestint\u00e4strategiat", "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": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communication strategies", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "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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