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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hyt\u00f6nen, Milla", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-12-17T12:34:35Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-12-17T12:34:35Z", "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/123456789/73304", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Web 2.0 ja sosiaalinen media ovat mahdollistaneet online-br\u00e4ndiyhteis\u00f6t, ja kiinnostus niit\u00e4 kohtaan markkinoinnin tutkimuksessa on kasvanut. Online-br\u00e4ndiyhteis\u00f6iden ydin on yhteis\u00f6n j\u00e4senten v\u00e4linen vuorovaikutus, jonka vuoksi yhteis\u00f6n menestyksen kannalta asiakkaan sitoutuminen yhteis\u00f6n toimintaan ja siit\u00e4 muodostuva arvo ovat elint\u00e4rkeit\u00e4.\n T\u00e4m\u00e4n tutkimuksen tarkoitus on selvitt\u00e4\u00e4 sit\u00e4, miten online-br\u00e4ndiyhteis\u00f6t rakentuvat ja kuinka arvoa ja sitoutumista syntyy k\u00e4yt\u00e4nteiden kautta asiakkaille. Sitoutumista ja arvonluontia k\u00e4sittelev\u00e4t k\u00e4yt\u00e4nteiden tutkimukset tunnistavat kahdeksan n\u00e4it\u00e4 ominaisuuksia vahvistavaa k\u00e4yt\u00e4nnett\u00e4 online-br\u00e4ndiyhteis\u00f6iss\u00e4: yhdess\u00e4 kehitt\u00e4minen, j\u00e4senyyden tunnustaminen, dokumentointi, mielenkiinnon kohteiden erottaminen, yhteisten kokemusten jakaminen, sosiaalinen vuorovaikutus/ verkostoituminen, puolesta puhuminen ja tiedon jakaminen/ oppiminen.\n T\u00e4h\u00e4n tutkimukseen tutkimusmetodeiksi valittiin netnografia ja haastattelu, joiden avulla tarkastellaan online-br\u00e4ndiyhteis\u00f6iden vuorovaikutusta. Valitut tutkimusmetodit t\u00e4ydent\u00e4v\u00e4t toisiaan ja sopivat ominaisuuksiensa vuoksi ver-kossa toimivien yhteis\u00f6iden tutkimiseen. Tutkimuksen kohdeyleis\u00f6ksi valikoi-tui kolme toisistaan poikkeavaa online-br\u00e4ndiyhteis\u00f6\u00e4: Call of Duty, Call of Duty WARZONE ja Call of Duty-peliyhteis\u00f6. Tutkimus rajattiin Warzone-peliin. Yhteis\u00f6iden toimintaa tarkkailtiin vajaan vuoden mittaisen ajanjakson ajan ja yhteis\u00f6ist\u00e4 ker\u00e4tty\u00e4 materiaalia tallennettiin yli 100 sivua aineiston analyysia ja tulkintaa varten. Lis\u00e4ksi haastattelu kesti yhden viikonlopun ajan, jolloin yhden yhteis\u00f6n toimintaa tarkasteltiin tutkimusta varten.\n Tutkimukseen valitut k\u00e4yt\u00e4nteet ilmeniv\u00e4t Call of Duty-yhteis\u00f6iss\u00e4 tapahtuvassa vuorovaikutuksessa. Tutkimuksessa k\u00e4vi ilmi j\u00e4senten sitoutumisen ja arvonluonnin moniulotteisuus, ja k\u00e4yt\u00e4nteiden avulla syntynyt kilpailullisuus ja sosiaalinen hierarkia korostuivat. K\u00e4yt\u00e4nteiden avulla luotu arvo ja sitoutuminen pystyttiin esitt\u00e4m\u00e4\u00e4n valittujen k\u00e4yt\u00e4nteiden perusteella.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-12-17T12:34:35Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-12-17T12:34:35Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "105", "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": "netnografia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online-br\u00e4ndiyhteis\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "k\u00e4yt\u00e4nne", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Asiakkaan sitoutuminen ja arvon luominen online-br\u00e4ndiyhteis\u00f6iss\u00e4", "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-202012177250", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "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": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "arvonluonti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhteis\u00f6t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sitoutuminen", "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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