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[{"key": "dc.contributor.advisor", "value": "Kypp\u00f6, Jorma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rupponen, Janita", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-11-03T06:57:32Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-11-03T06:57:32Z", "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/123456789/72449", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "L\u00e4hivuosien aikana lis\u00e4\u00e4ntynyt vaikuttajamarkkinointi on tutkittu olevan tehokkaampi markkinointikeino perinteisiin keinoihin verrattuna, mink\u00e4 vuoksi sit\u00e4 on oleellista tutkia. Kirjallisuuskatsauksena toteutettu tutkimus k\u00e4sittelee sosiaalisen median vaikuttajien ja heid\u00e4n tuottaman sis\u00e4ll\u00f6n uskottavuutta vaikuttajamarkkinoinnissa. T\u00e4m\u00e4n lis\u00e4ksi tutkitaan asioita, jotka vaikuttavat vaikuttajamarkkinoinnissa kuluttajan br\u00e4ndiasenteeseen ja ostoaikomukseen. Tutkimuskysymykset, joihin etsit\u00e4\u00e4n vastausta ovat: Mitk\u00e4 ovat keskeisimm\u00e4t asiat, jotka vaikuttavat sosiaalisen median vaikuttajan ja vaikuttajan sis\u00e4ll\u00f6n uskottavuuteen? Mitk\u00e4 ovat keskeisimm\u00e4t asiat, jotka vaikuttavat vaikuttajamarkkinoinnissa kuluttajan br\u00e4ndiasenteeseen ja ostoaikomukseen? Tutkimuksen tuloksissa huoma-taan, ett\u00e4 vaikuttajan uskottavuuteen vaikuttavat keskeisimm\u00e4t tekij\u00e4t ovat asiantuntijuus, vieh\u00e4tt\u00e4vyys, luotettavuus, samankaltaisuus, autenttisuus, parasosiaaliset suhteet ja asennehomofilia. Br\u00e4ndiasenteeseen vaikuttavia tekij\u00f6it\u00e4 ovat uskottavuus, kaupallisesta vaikuttamisesta ilmoittaminen, vaikuttajan seuraajien m\u00e4\u00e4r\u00e4 ja br\u00e4nditietoisuus. Ostoaikomukseen vaikuttavia tekij\u00f6i-t\u00e4 l\u00f6ydettiin olevan uskottavuus, kateus, parasosiaalinen kommunikointi eWOM ja MT-malli.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Influencer marketing has been on the rise in recent years and it has been proven to be more effective form of marketing compared to traditional marketing methods, which makes it essential to be researched. As a literary re-view this research discusses social media influencers and their user generated contents credibility in influencer marketing. Furthermore, the study discusses issues that affect consumers buying intention and brand attitude. The research questions are: What are the main issues affecting source and content credibility in influencer marketing context? What are the main issues affecting consumers buying intention and brand attitude in influencer marketing context? The main findings are that expertise, attractiveness, trustworthiness, similarity, authenticity, parasocial relationships and attitude homophily affects source credibility. Additionally, credibility, advertising disclosure, number of followers and brand awareness affects buying intention. Lastly, credibility, envy, parasocial communication, eWOM and meaning transfer model affects brand attitude.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-11-03T06:57:32Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-11-03T06:57:32Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "27", "language": "", "element": "format", "qualifier": "extent", "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": "vaikuttajamarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vaikuttaja", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoaikomus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndiasenne", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen median vaikuttajan uskottavuus vaikuttajamarkkinoinnissa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202011036487", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "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_7a1f", "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": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "uskottavuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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