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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pasanen, Janika", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-06-03T08:50:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-06-03T08:50:52Z", "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/123456789/69667", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Henkil\u00f6br\u00e4nd\u00e4ys on varsin uusi ilmi\u00f6 ty\u00f6el\u00e4m\u00e4ss\u00e4, eik\u00e4 siit\u00e4 ole tehty viel\u00e4 paljoakaan aiempaa tutkimusta. T\u00e4m\u00e4n vuoksi on relevanttia tutkia henkil\u00f6br\u00e4ndin rakentamista ja vertailla sit\u00e4 yritysbr\u00e4ndin rakentamiseen, jota on tutkittu huomattavasti pidemp\u00e4\u00e4n. Henkil\u00f6br\u00e4nditutkimus on keskittynyt aiemmin l\u00e4hinn\u00e4 ohjaavaan kirjallisuuteen, jossa neuvotaan, miten menestyksek\u00e4s henkil\u00f6br\u00e4ndi rakennetaan. T\u00e4m\u00e4n vuoksi tutkimuksessa haluttiin pureutua viel\u00e4 tarkemmin henkil\u00f6br\u00e4ndin rakentamisprosessiin sosiaalisessa mediassa.\nT\u00e4ss\u00e4 tutkimuksessa k\u00e4sitell\u00e4\u00e4n henkil\u00f6br\u00e4ndin k\u00e4sitett\u00e4, henkil\u00f6br\u00e4ndin rakentamista, br\u00e4ndip\u00e4\u00e4omaa ja sosiaalisen median roolia henkil\u00f6br\u00e4ndin rakentamisessa. Lis\u00e4ksi kirjallisuuskatsauksessa k\u00e4sitell\u00e4\u00e4n my\u00f6s yritysbr\u00e4nditeoriaa ja -tutkimusta, jota vertaillaan henkil\u00f6br\u00e4nditutkimukseen. Tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, miten henkil\u00f6br\u00e4ndi\u00e4 rakennetaan sosiaalisessa mediassa ja miten henkil\u00f6br\u00e4ndin rakentamisen vaiheet eroavat yritysbr\u00e4ndin rakentamisen vaiheista. Tutkimus tehtiin laadullisena tutkimuksena, jossa aineistonkeruumenetelm\u00e4n\u00e4 on k\u00e4ytetty teemahaastatteluja. Tutkimuksessa haastateltiin kuutta henkil\u00f6\u00e4, jotka ovat rakentaneet itselleen sosiaalisessa mediassa vahvaa henkil\u00f6br\u00e4ndi\u00e4. Haastattelut tehtiin kev\u00e4\u00e4ll\u00e4 2020.\nTutkimuksessa selvisi, ett\u00e4 henkil\u00f6br\u00e4ndin rakentaminen prosessina oli jokseenkin samankaltainen kuin yritysbr\u00e4ndin rakentamisprosessi, mutta sen luomiseen ei k\u00e4ytetty niin paljon aikaa ja resursseja, koska yksitt\u00e4isell\u00e4 ihmisell\u00e4 ei ollut mahdollisuutta k\u00e4ytt\u00e4\u00e4 br\u00e4ndin rakentamiseen niin paljon resursseja kuin yrityksill\u00e4 yleisesti. Henkil\u00f6br\u00e4ndi alkoi yleens\u00e4 rakentua jopa sattumanvaraisesti eik\u00e4 sille oltu suunniteltu pitk\u00e4najan strategiaa tai sosiaalisen median julkaisukalenteria. T\u00e4m\u00e4 johtui osittain siit\u00e4, ett\u00e4 ihmiset odottivat henkil\u00f6ilt\u00e4 aitoa ja hyvin ajankohtaista sis\u00e4lt\u00f6\u00e4. Tutkimuksen tulokset olivat samankaltaisia kuin aiemmissa tutkimuksissa, mutta huomattavaa oli, ett\u00e4 henkil\u00f6br\u00e4ndi\u00e4 ei v\u00e4ltt\u00e4m\u00e4tt\u00e4 ollut kannattavaa rakentaa t\u00e4ysin samalla tavalla kuin yritysbr\u00e4ndi\u00e4, ja henkil\u00f6br\u00e4ndi alkoi rakentua ihmisille yleens\u00e4 vasta siin\u00e4 vaiheessa, kun he olivat saaneet jo positiivista palautetta sosiaalisen median sis\u00e4ll\u00f6ist\u00e4\u00e4n. Tutkimuksen tulokset tukivat sit\u00e4, ett\u00e4 henkil\u00f6br\u00e4ndin rakentamisesta sosiaalisessa mediassa on ehdottomasti hy\u00f6ty\u00e4 henkil\u00f6ille uran etenemisen kannalta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-06-03T08:50:52Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-06-03T08:50:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "77", "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": "Henkil\u00f6br\u00e4ndin rakentaminen sosiaalisessa mediassa", "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-202006033923", "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": "br\u00e4nd\u00e4ys", "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": "henkil\u00f6br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "osaaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "n\u00e4kyvyys", "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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