| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Soininen, Sampo", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-10-16T06:41:40Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-10-16T06:41:40Z", "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/123456789/72213", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tarkoituksena oli tutkia, kuinka ostoaikomus muodostuu sosiaalisen median kanavissa kuten YouTubessa, Facebookissa tai Instagramissa hy\u00f6dynt\u00e4en vaikuttajamarkkinointia markkinointikeinona.\n\nTutkimuksen kolme p\u00e4\u00e4teoriaa ovat l\u00e4hteen uskottavuus -teoria, suostuttelun tunnista-misen -teoria ja parasosiaalisen vuorovaikutuksen -teoria. L\u00e4hteen uskottavuus -teoriaa on my\u00f6s k\u00e4ytetty aikaisemmassa tutkimuksessa sosiaalisesta mediasta. Aiemman tutki-muksen pohjalta t\u00e4lle teorialle on l\u00f6ydett\u00e4viss\u00e4 viisi eri muuttujaa, josta uskottavuus muodostuu. N\u00e4m\u00e4 ovat luotettavuus, asiantuntijuus, fyysinen vieh\u00e4tt\u00e4vyys, sosiaalinen vieh\u00e4tt\u00e4vyys ja samankaltaisuus.\n\nTutkimus toteutettiin kvantitatiivisena survey-kyselytutkimuksena. Vastaajat katsoivat alkuun tuotearvosteluvideon, jonka j\u00e4lkeen he vastasivat kyselylomakkeen kysymyksiin. Vastaajat jaettiin kahteen ryhm\u00e4\u00e4n, josta toiselle ryhm\u00e4lle manipuloitiin suostuttelemisen tunnistamista alussa esitetyll\u00e4 tekstill\u00e4. Kysely levitettiin Jyv\u00e4skyl\u00e4n Yliopiston opiskelijoiden s\u00e4hk\u00f6postilistojen, sek\u00e4 tutkimuksen tekij\u00e4n sosiaalisen median kautta.\n\nTutkimuksen tuloksissa l\u00e4hteen uskottavuuden muodostaa luotettavuus, asiantuntijuus, fyysinen ja sosiaalinen vieh\u00e4tt\u00e4vyys sek\u00e4 samankaltaisuus. L\u00e4hteen uskottavuus vaikuttaa positiivisesti ostoaikomukseen ja argumenttien koettuun laatuun. Argumenttien laadun ja ostoaikomuksen v\u00e4lille ei l\u00f6ytynyt todisteita. Parasosiaalinen vuorovaikutus vaikuttaa positiivisesti l\u00e4hteen uskottavuuteen ja suostuttelun tunnistaminen moderoi t\u00e4t\u00e4 suhdetta heikent\u00e4en suhdetta, kun suostuttelun tunnistaminen on korkealla tasolla. Kohderyhm\u00e4n osallistumisen asteen ennustettiin vaikuttavan positiivisesti parasosiaaliseen vuorovaikutukseen, t\u00e4h\u00e4n ei kuitenkaan l\u00f6ytynyt tilastollisesti merkitsev\u00e4\u00e4 suhdetta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The aim for this research was to study how the purchase intention forms in social networking sites such as YouTube, Facebook or Instagram by utilizing strategic influencer communication as a marketing tactic.\n\nThree main concepts were source credibility theory, persuasion knowledge theory and parasocial relationship theory. Source credibility theory has been previously used in social networking site context and based on the past research source credibility forms from trustworthiness, expertise, physical attractiveness, social attractiveness and attitude homophily.\n\nThe study was implemented as a quantitative survey study. Respondents viewed product review video in YouTube and after that they filled out the survey. Respondents were shared in two groups for whom the persuasion knowledge was manipulated by different scenarios. The research material was collected from students of University of Jyv\u00e4skyl\u00e4 and by sharing the link to survey in social networking sites.\n\nThe results of the study were that the credibility of social media influencer is formed from trustworthiness, expertise, physical attractiveness, social attractiveness and attitude homophily. High source credibility leads to higher purchase intention and argument quality. There was no evidence found out that high argument quality leads to high purchase intention. It was also found out that parasocial relationship leads to higher credibility of social media influencer and persuasion knowledge moderates this connection. When persuasion knowledge is high the connection between parasocial relationship and source credibility is weaker compared to situation where persuasion knowledge is low. It was also hypothesized that audience participation correlates with parasocial relationship, however there were no evidence for this connection.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-10-16T06:41:40Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-10-16T06:41:40Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "68", "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": "strategic influencer communication", "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": "source credibility", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "parasocial relationship", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "persuasion knowledge", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Strategic influencer communication and formation of purchase intention in social networking sites", "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-202010166260", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suostuttelu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaaliset verkostot", "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": "marketing", "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": "persuasion", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "influencing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social networks", "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.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"}]
|