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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Siidoroff, Soile", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-10-15T05:50:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-10-15T05:50:28Z", "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/123456789/72180", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Instagram-vaikuttajien hy\u00f6dynt\u00e4mien markkinoinnissa on lis\u00e4\u00e4ntynyt merkitt\u00e4v\u00e4sti viime vuosien aikana. Kuitenkin tutkimustietoa Instagramista, sovelluksen k\u00e4yt\u00e4nteist\u00e4 ja sen vaikuttajista on saatavilla niukasti. Esimerkiksi vaikuttajak\u00e4sityksen muodostumista tai seuraamisen ja tykk\u00e4\u00e4misen k\u00e4yt\u00e4nteit\u00e4 ei olla tutkittu juuri lainkaan, vaikka niill\u00e4 on oleellinen merkitys vaikuttajamarkkinoinnin ja sovelluksen k\u00e4yt\u00f6n kannalta. \n\nT\u00e4ss\u00e4 pro gradu -tutkielmassa tarkastellaan vaikuttajia, seuraamista ja tykk\u00e4yksi\u00e4 Instagramissa. Tutkimuksen tavoitteena on tuottaa uutta tietoa siit\u00e4, miten Instagramin k\u00e4ytt\u00e4j\u00e4t muodostavat k\u00e4sityksen vaikuttajasta, sek\u00e4 miten seuraamisen ja tykk\u00e4\u00e4misen k\u00e4yt\u00e4nn\u00f6t muotoutuvat. Lis\u00e4ksi tavoitteena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, millainen merkitys uskottavuudella on vaikuttajien seuraamisen ja tykk\u00e4\u00e4misen kannalta.\n\nTutkimus on toteutettu laadullisena tutkimuksena, jonka aineisto on ker\u00e4tty puolistrukturoidulla teemahaastattelulla. Tutkimuksessa haastateltiin yhteens\u00e4 yht\u00e4toista 25-32 vuotiasta Instagramin k\u00e4ytt\u00e4j\u00e4\u00e4. Tutkimusaineisto on analysoitu teemoittelua hy\u00f6dynt\u00e4en. \n\nTutkimustulosten perusteella k\u00e4sitys vaikuttajasta muodostetaan seuraajam\u00e4\u00e4r\u00e4n, vaikuttamispyrkimyksen ja toiminnan tavoitteellisuuden kautta. Vaikuttajien seuraamisen ensisijainen motiivi on mielenkiinto, tykk\u00e4\u00e4misen motiivit ovat puolestaan mielenkiinnon ja mieltymyksen osoittaminen, sek\u00e4 sis\u00e4ll\u00f6n ohjaaminen itselle mielekk\u00e4\u00e4seen suuntaan. Kuitenkin tulosten perusteella noin puolet Instagramin k\u00e4ytt\u00e4jist\u00e4 antaa tykk\u00e4yksi\u00e4 kavereille mutta ei vaikuttajille. Vaikuttajan uskottavuudella on selke\u00e4 yhteys Instagramin k\u00e4ytt\u00e4jien halukkuuteen seurata ja tyk\u00e4t\u00e4 julkaisuista. T\u00e4rkeimmiksi uskottavuuden tekij\u00f6iksi nousivat asiantuntijuus, luotettavuus ja autenttisuus. Tutkimustulokset tuottivat uutta tietoa aiheesta, mutta niist\u00e4 l\u00f6ytyi my\u00f6s yhtenev\u00e4isyyksi\u00e4 aiempien akateemisien tutkimuksien kanssa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-10-15T05:50:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-10-15T05:50:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "88", "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": "vaikuttajat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "seuraaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "tykk\u00e4\u00e4minen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vaikuttajak\u00e4sityksen muodostuminen ja seuraamisen sek\u00e4 tykk\u00e4\u00e4misen k\u00e4yt\u00e4nteet Instagramissa", "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-202010156232", "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": "Instagram", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "uskottavuus", "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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