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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Valentini, Chiara", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Puomisto, Tommi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-06-24T06:29:21Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-06-24T06:29:21Z", "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/123456789/70366", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu -ty\u00f6n tavoite on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 maksullisen Facebook- ja Instagram- mainonnan roolista henkil\u00f6kohtaisen poliittisen br\u00e4ndin rakentamisessa br\u00e4ndin omistajan ja sis\u00e4isten sidosryhmien n\u00e4k\u00f6kulmasta ja t\u00e4ten tukee tutkimusta br\u00e4nd\u00e4\u00e4misen sis\u00e4isest\u00e4 n\u00e4k\u00f6kulmasta.\nT\u00e4m\u00e4 ty\u00f6 on monimenetelm\u00e4tutkimus, joka suoritettiin tapaustutkimuksen muodossa. Keski\u00f6ss\u00e4 on yksitt\u00e4inen vaalikampanja kev\u00e4\u00e4n 2019 Suomen eduskuntavaaleissa. Kvalitatiivinen prim\u00e4\u00e4ridata ker\u00e4ttiin teemahaastatteluiden muodossa, jotka sitten k\u00e4siteltiin temaattisen analyysin kautta. Tuloksia verrattiin t\u00e4m\u00e4n j\u00e4lkeen vaalikampanjan sosiaalisen median sekund\u00e4\u00e4risen kvantitatiivisen mainontadatan kanssa.\nSek\u00e4 orgaaninen sis\u00e4lt\u00f6 ett\u00e4 maksettu mainonta Facebookissa ja Instagramissa n\u00e4htiin t\u00e4rke\u00e4n\u00e4 ja kasvavana osana henkil\u00f6kohtaisen poliittisen br\u00e4ndin rakentamista, mutta ennen kaikkea osana laajempaa kokonaisuutta perinteisen median kanssa. Sosiaalisen median mainonnan ja erityisesti videomainonnan tulokset tukevat digimainonnan t\u00e4rkeytt\u00e4.\nTutkimus tukee useita aikaisempia kirjallisia l\u00f6yd\u00f6ksi\u00e4: Sosiaalinen media n\u00e4hd\u00e4\u00e4n hyv\u00e4n\u00e4 alustana henkil\u00f6kohtaiseen jatkuvaan henkil\u00f6kohtaiseen br\u00e4nd\u00e4\u00e4miseen, tukien \u201djatkuvan kampanjan\u201d teoriaa. Suhteiden luominen \u00e4\u00e4nest\u00e4jien kanssa n\u00e4hd\u00e4\u00e4n t\u00e4rke\u00e4n\u00e4 sek\u00e4 se, ett\u00e4 sosiaalisen median mainonta on t\u00e4n\u00e4 p\u00e4iv\u00e4n\u00e4 t\u00e4rke\u00e4 osa poliittista kampanjastrategiaa. Suomalaisen politiikan kentt\u00e4 on hyvin \u201damerikkalaistunut\u201d, jossa poliittinen markkinointi on p\u00e4\u00e4osin markkinasuuntautunutta. Yleis\u00f6n k\u00e4ytt\u00e4ytyminen ja valmius henkil\u00f6kohtaisen tiedon antamiseen markkinoijien k\u00e4ytt\u00f6\u00f6n tulee suuresti vaikuttamaan siihen, miten sosiaalisen median poliittinen markkinointi Suomessa kehittyy t\u00e4st\u00e4 eteenp\u00e4in.\nP\u00e4\u00e4tt\u00e4v\u00e4ss\u00e4 asemassa olevien tulisi vakavasti harkita sek\u00e4 Facebookin ett\u00e4 Instagramin k\u00e4ytt\u00f6\u00e4 poliittiseen br\u00e4nd\u00e4\u00e4miseen, sill\u00e4 ne tarjoavat kustannustehokkaita tapoja tavoittaa kohdeyleis\u00f6j\u00e4 ja interaktiivisuus mahdollistaa henkil\u00f6kohtaisten suhteiden luomisen yksitt\u00e4isen poliitikon ja \u00e4\u00e4nest\u00e4jien v\u00e4lill\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The how and where of political marketing and branding has changed significantly in the past decade. Social networking sites are increasingly used by actors like political parties to brand themselves and interact digitally with voters in real-time. While political branding has been researched extensively from the external perspective of the audience, the internal perspective, \u201cbrand identity\u201d, and especially that of individual politicians has remained under-researched, thus presenting a potential research gap.\nThe goal of this thesis is to increase the understanding of the role of Facebook and Instagram advertising in building a personal political brand from the internal perspective of the brand owner and internal stakeholders, therefore addressing the call for further research on the internal perspective of branding.\nThis study is a mixed methods research and was carried out as a single case study. The case was an election campaign of a single political candidate in the Finnish parliamentary elections of 2019. Qualitative data was collected through semi-structured interviews, which were processed through the thematic analysis approach. Quantitative secondary performance data of the campaign\u2019s social media advertising was then analyzed and compared with the findings of the qualitative thematic analysis.\nBoth organic content and paid advertising on Facebook and Instagram are seen as an important and growing aspect of the personal political brand building process yet still interdependent with the use of traditional media. The importance of social media advertising is further supported by the advertising performance data, which shows that social media advertising, especially video, was effective during the case campaign.\nThe theoretical contributions of the thesis reinforce findings of existing literature: Social media is seen as a good platform for continuous branding that is a natural continuation after elections, supporting the theory of \u201cpermanent campaign\u201d. The findings also support the importance of creating relationships with the audience and the notion that social media advertising is an important part of political campaign strategy. The Finnish political landscape is already in many ways \u201cAmericanized\u201d, where political marketing largely takes a market-oriented approach. The habits of the audience and their willingness to give away private information for the use of marketers may largely affect how Finnish political marketing on social media will develop from here.\nManagers should seriously consider both Facebook and Instagram for political brand building, as they offer cost-efficient ways to reach target audiences and the interactivity enables the creation of personal relationships between the individual politician and their voters.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-06-24T06:29:21Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-06-24T06:29:21Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "87", "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": "political marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "personal political branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social networking sites", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media advertising", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Building a personal political brand using Facebook and Instagram advertising", "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-202006244558", "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": "Facebook", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen 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": "verkkomainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "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": "Facebook", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "online advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "advertising", "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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