| fullrecord |
[{"key": "dc.contributor.advisor", "value": "R\u00e4is\u00e4nen, Jaana", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Liimatainen, Oona", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-12-18T08:18:24Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-12-18T08:18:24Z", "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/123456789/73329", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkielmassa tutkittiin vaikuttajamarkkinoinnin keskeisi\u00e4 vaikutuksia kuluttajan ostop\u00e4\u00e4t\u00f6kseen verkkokaupassa systemaattisena kirjallisuuskatsauksena. Tutkielman tavoitteena oli my\u00f6s selvitt\u00e4\u00e4, miksi vaikuttajamarkkinoinnilla on kyseisi\u00e4 vaikutuksia. Aihetta on aiemmin tutkittu rajallisesti ja yritykset tarvitsevat my\u00f6s lis\u00e4\u00e4 tutkimustietoa, johon luottaa vaikuttajamarkkinointia koskevassa p\u00e4\u00e4t\u00f6ksenteossa. Tutkielmassa todettiin, ett\u00e4 vaikuttajamarkkinoinnilla on suoraan vaikutuksia kuluttajien ostop\u00e4\u00e4t\u00f6kseen verkkokaupassa ja se my\u00f6s tarjoaa uudenlaisia mahdollisuuksia vaikuttaa kuluttajien ostop\u00e4\u00e4t\u00f6sprosessiin, sill\u00e4 sen avulla prosessin kulkua voidaan muokata. Vaikuttajamarkkinoinnilla voidaan vaikuttaa kuluttajan ostop\u00e4\u00e4t\u00f6sprosessiin positiivisesti useilla eri tavoilla. Varsinkin sosiaalinen motivaatio korostuu vaikuttajamarkkinoinnissa ja kuluttajat ovat alttiita vaikutuksille mik\u00e4li he ihailevat vaikuttajaa tai ovat muodostaneet h\u00e4neen parasosiaalisen suhteen. My\u00f6s luottamus vaikuttajaa kohtaan vaikuttaa positiivisesti kuluttajien ostop\u00e4\u00e4t\u00f6kseen ja vaikuttajamarkkinointi voidaankin n\u00e4hd\u00e4 erityisen tehokkaana word-of-mouth -markkinointina, sill\u00e4 kuluttajat usein n\u00e4kev\u00e4t vaikuttajat toisina kuluttajina, eiv\u00e4tk\u00e4 ammattilaisina. Kuluttajat ovat my\u00f6s alttiita vaikuttajamarkkinoinnin vaikutuksille, sill\u00e4 sponsoroitua julkaisua voi olla usein vaikea tunnistaa mainokseksi, mik\u00e4 voi vaikuttaa kuluttajien kykyyn tarkastella julkaisua tarpeeksi kriittisesti. Vaikuttajamarkkinoinnilla ei havaittu olevan suoraan negatiivisia vaikutuksia kuluttajien ostop\u00e4\u00e4t\u00f6kseen verkkokaupan kontekstissa. Vaikuttajan negatiiviset tunnetilat tietty\u00e4 yrityst\u00e4 kohtaan voivat kuitenkin v\u00e4litty\u00e4 kuluttajille ja my\u00f6s sosiaalisen median julkaisun merkitsemisell\u00e4 sponsoroiduksi on negatiivinen vaikutus kuluttajan ostop\u00e4\u00e4t\u00f6kseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This study concentrates on the key impacts that influencer marketing has on consumer\u2019s buying decision in e-commerce and was made as a systematic literature review. The aim of this study was also to understand the reasons behind those impacts. The former research done on influencer marketing is still limited and companies need more research information to base their decisions on. Based on this study, influencer marketing has straight impacts on consumer\u2019s buying decision process in e-commerce. Because influencer marketing can change consumer\u2019s buying decision process it can also offer new ways to impact it. The importance of social motivation is highlighted in influencer marketing and consumers are prone to be influenced by someone they admire or have formed a parasocial relationship with. Also trust towards an influencer has a positive impact on consumer\u2019s buying decision and influencer marketing can be seen as a powerful way of word-of-mouth-marketing because consumers often see influencers as fellow consumers rather than professionals. Consumers are also exposed to the influence of influencer marketing because it can be difficult to recognize if a social media post is sponsored or not and because of that consumers might not be able to process the information as critically as needed. In this study it was found that influencer marketing doesn\u2019t have straight negative impacts on consumer\u2019s buying decision, although negative emotions towards a certain company can transfer to consumers through influencer\u2019s posts. Marking a social media post as a sponsored post can also have negative impacts on consumer\u2019s buying decision.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-12-18T08:18:24Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-12-18T08:18:24Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "32", "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": "ostop\u00e4\u00e4t\u00f6sprosessi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vaikuttajamarkkinoinnin keskeiset vaikutukset kuluttajan ostop\u00e4\u00e4t\u00f6kseen verkkokaupassa", "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-202012187277", "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": "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": "ostop\u00e4\u00e4t\u00f6kset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkokauppa", "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": "ostok\u00e4ytt\u00e4ytyminen", "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"}]
|