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[{"key": "dc.contributor.advisor", "value": "Karvanen, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Valkonen, Lauri", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-05-22T12:20:26Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-05-22T12:20:26Z", "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/123456789/69147", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisesta mediasta on tullut sen kasvun my\u00f6t\u00e4 merkitt\u00e4v\u00e4 osa yritysten digitaalista markkinointia. Hoitaakseen asiakassuhteitaan kannattavasti, on yritysten mietitt\u00e4v\u00e4 tavoitteitaan ja markkinointistrategiaansa my\u00f6s sosiaalisen median osalta. Digitaalisina palveluina sosiaalisen median kanavat mahdollistavat monipuolisen tiedon keruun k\u00e4ytt\u00f6\u00f6n liittyen, ja siten datapohjaisen p\u00e4\u00e4t\u00f6ksenteon hy\u00f6dynt\u00e4misen asiantuntemuksen tueksi. T\u00e4ss\u00e4 pro gradu -tutkielmassa muodostetaan toimintasuosituksia Osuuskauppa H\u00e4meenmaan Facebook-julkaisuille kausaalimallin avulla, kun tarkasteltavina suorituskykymittareina ovat julkaisun sitoutuneisuusaste, sek\u00e4 julkaisun tavoittavuus. Toimintasuositukset sitoutuneisuusasteen osalta k\u00e4sitt\u00e4v\u00e4t julkaisun sis\u00e4lt\u00f6\u00f6n liittyvi\u00e4 valintoja. Tavoittavuuden osalta sis\u00e4ll\u00f6llisten tekij\u00f6iden lis\u00e4ksi annetaan suosituksia julkaisuajankohtaan liittyv\u00e4\u00e4n toteutukseen vuorokaudenajan tasolla. Aineistona k\u00e4ytet\u00e4\u00e4n H\u00e4meenmaan Facebook-julkaisuja noin kahden vuoden ajalta, jonka pohjalta muodostetaan edell\u00e4 mainitut suorituskykymittarit, sek\u00e4 muut mallinnuksessa k\u00e4ytett\u00e4v\u00e4t Facebook-julkaisuihin liittyv\u00e4t muuttujat. Mallinnuksessa k\u00e4ytett\u00e4vien muuttujien v\u00e4listen syy-seuraussuhteiden kuvaamiseen esitet\u00e4\u00e4n kausaaligraafit molempien suorituskykymittareiden osalta. Kausaaligraafien pohjalta identifioituvat kausaalivaikutukset estimoidaan yleistettyj\u00e4 additiivisia malleja k\u00e4ytt\u00e4en. Tehtyjen sis\u00e4ll\u00f6llisten ja ajallisten valintojen vaikutusta julkaisun suorituskykymittareihin tarkastellaan keskim\u00e4\u00e4r\u00e4isten kausaalivaikutusten avulla. Tutkielmasta saatujen tulosten perusteella julkaisujen sitoutumisasteen osalta parhaiten toimiva julkaisu on sis\u00e4ll\u00f6lt\u00e4\u00e4n viihdytt\u00e4v\u00e4. My\u00f6s vakuuttavan sis\u00e4ll\u00f6n julkaisu sitouttaa opastavaa ja inspiroivaa sis\u00e4lt\u00f6\u00e4 paremmin. Julkaisujen tavoittavuuden kohdalla sis\u00e4ll\u00f6lt\u00e4\u00e4n toimivin julkaisu on viihdytt\u00e4v\u00e4, jonka j\u00e4lkeen tulevat vakuuttavan, opastavan ja inspiroivan sis\u00e4ll\u00f6n julkaisut. Vuorokaudenajan osalta havaitaan ep\u00e4lineaarinen suhde julkaisun tavoittavuudessa siten, ett\u00e4 ennen kello yhdeks\u00e4\u00e4 aamulla toteutetut julkaisut tavoittavat kokonaisuudessaan parhaiten ja kello 12-15 julkaistut v\u00e4hiten.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-05-22T12:20:26Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-05-22T12:20:26Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "48", "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.subject.other", "value": "kausaalimalli", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kausaalivaikutusten estimointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "keskim\u00e4\u00e4r\u00e4inen kausaalivaikutus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yleistetty additiivinen malli", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "julkaisun sitoutuneisuusaste", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "julkaisun tavoittavuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ohjaileva analytiikka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kausaalimalli Osuuskauppa H\u00e4meenmaan Facebook-julkaisujen sitoutuneisuusasteelle ja tavoittavuudelle", "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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