| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Koivisto, Anni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-12-04T06:40:50Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-12-04T06:40:50Z", "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/123456789/72974", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media on alati kasvava median muoto, jonka huomioiminen markkinoinnin kontekstissa on yht\u00e4 t\u00e4rke\u00e4mp\u00e4\u00e4 niin liikkeenjohdolle kuin akateemiselle tutkimuksellekin. Osittain sosiaalisen median kasvun kautta julkisuuden henkil\u00f6iden voima vaikuttaa seuraajiinsa ja heid\u00e4n mielipiteisiins\u00e4 on luonut uuden tehokkaan viestint\u00e4v\u00e4yl\u00e4n yrityksille. Sosiaalinen media on tuonut julkisuuden henkil\u00f6t l\u00e4hemm\u00e4ksi kuluttajia mahdollistamalla p\u00e4ivitt\u00e4isen sis\u00e4ll\u00f6n jakamisen.\n T\u00e4m\u00e4n tutkielman tarkoituksena oli saada uutta tietoa siit\u00e4, millaisia suhteita nuoret y-sukupolveen kuuluvat naiskuluttajat muodostavat sosiaalisen median vaikuttajien kanssa. Tarkoituksena oli my\u00f6s selvitt\u00e4\u00e4 sit\u00e4, millaisia tekij\u00f6it\u00e4 n\u00e4m\u00e4 suhteet ovat kuluttajien kokemassa l\u00e4hteen uskottavuudessa sek\u00e4 miten suhteet mahdollisesti ovat tekij\u00f6in\u00e4 ostoaikomuksen- ja p\u00e4\u00e4t\u00f6ksen muodostumisessa. Tutkimus toteutettiin laadullisena tutkimuksena ja aineisto ker\u00e4ttiin teemahaastatteluilla yhteens\u00e4 viidelt\u00e4 kuluttajalta. Tulosten mukaan sosiaalinen median on suuri osa kuluttajien p\u00e4ivitt\u00e4ist\u00e4 el\u00e4m\u00e4\u00e4 ja he ovat muodostaneet suhteita seuraamiinsa sosiaalisen median vaikuttajiin. Suhteet ovat eritt\u00e4in suurelta osin parasosiaalisia eli yksipuolisia, sill\u00e4 niihin ei kuulu kommentointi tai muu vuorovaikutus, joka mahdollistaisi todellisen vuorovaikutussuhteen. Tuloksista ilmenee my\u00f6s, ett\u00e4 kuluttajilla on positiivinen asenne sosiaalisen\nmedian kautta vastaanotettuja kaupallisia viestej\u00e4 kohtaan. He my\u00f6s kokevat pitk\u00e4\u00e4n seuraamansa ja tutuiksi kokemansa sosiaalisen median vaikuttajat luotettavammiksi suosittelijoiksi ja muodostetuilla suhteilla on siten vaikutusta ostoaikomuksen her\u00e4\u00e4miseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-12-04T06:40:50Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-12-04T06:40:50Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "62", "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": "vaikuttajamarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "parasosiaalinen suhde", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Nuorten naiskuluttajien sosiaalisen median vaikuttajiin muodostamat suhteet vaikuttajamarkkinoinnin kontekstissa", "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-202012046924", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "nuoret", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "y-sukupolvi", "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": "ostop\u00e4\u00e4t\u00f6kset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "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"}]
|