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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Brandstack, Taina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-12-28T10:03:53Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-12-28T10:03:53Z", "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/123456789/73450", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media on muokannut kuluttajan ja br\u00e4ndin v\u00e4list\u00e4 vuorovaikutusta. Sosiaalisella medialla on nyky\u00e4\u00e4n merkitt\u00e4v\u00e4 rooli br\u00e4ndien markkinoinnissa, ja kuluttajilla on mahdollisuus seurata br\u00e4ndej\u00e4 sosiaalisen median avulla ja n\u00e4in ollen he ovat alttiimpia br\u00e4ndin markkinointiviestinn\u00e4lle. Sosiaalisen median avulla kuluttajalla on mahdollisuus olla vuorovaikutuksessa br\u00e4ndin kanssa, ja kuluttajan on helpompi kuvitella br\u00e4ndi kokonaisuutena.\nKuluttajan ja br\u00e4ndin v\u00e4liseen suhteeseen vaikuttaa monia eri tekij\u00f6it\u00e4, joita pyrit\u00e4\u00e4n selvitt\u00e4m\u00e4\u00e4n t\u00e4m\u00e4n tutkimuksen avulla. Tutkimuksessa haluamme sel-vitt\u00e4\u00e4, mist\u00e4 eri dimensioista kuluttajan ja br\u00e4ndin v\u00e4linen suhde muodostuu, ja mik\u00e4 on sosiaalisen median vaikutus n\u00e4ihin dimensioihin. Tutkimuksen tavoitteena on selvitt\u00e4\u00e4 mill\u00e4 tavalla sosiaalinen media muokkaa kuluttajan ja br\u00e4ndin v\u00e4list\u00e4 suhdetta. Tutkimuksen viitekehyksen teoriapohjana toimivat Fournierin (1998) sek\u00e4 Khamitovin (2019) br\u00e4ndisuhteen m\u00e4\u00e4ritelm\u00e4t. Tutkimusmenetelm\u00e4n\u00e4 toimi kvalitatiivinen eli laadullinen tutkimus ja tutkimusmetodina k\u00e4ytettiin haastattelumenetelm\u00e4\u00e4. Haastattelujen avulla haluttiin kuulla kuluttajien mielipiteit\u00e4 br\u00e4ndin sosiaalisesta mediasta, ja miten se on vaikuttanut br\u00e4ndin ja kuluttajan v\u00e4liseen suhteeseen. Tutkimusta varten haastateltiin 11 kuluttajaa ja ainestoa tulkittiin teemoittain.\nTutkimuksen perusteella voidaan p\u00e4\u00e4tell\u00e4, ett\u00e4 sosiaalisella medialla on vaikutusta br\u00e4ndin ja kuluttajan v\u00e4liseen suhteeseen, ja erityisesti sill\u00e4 pystyt\u00e4\u00e4n muokkaamaan kuluttajien mielikuvia br\u00e4ndist\u00e4. Sosiaalisen median vaikutusta kuluttajan ja br\u00e4ndin v\u00e4liseen suhteeseen peilattiin kuuden eri dimension kautta, jotka olivat sitoutuminen, rakkaus, min\u00e4 yhteys, luottamus, keskin\u00e4inen riippuvuus ja samaistuminen. Sosiaalisen median avulla yrityksen on helpompi viesti\u00e4 haluamiaan teemoja, sek\u00e4 tuoda esille t\u00e4rkein\u00e4 pit\u00e4mi\u00e4\u00e4n arvoja. Yrityksen on helpompi informoida seuraajiaan sek\u00e4 luoda viihdearvoa kuluttajille sosiaalisen median avulla. Kuluttajat ovat kuitenkin tarkkoja millaista sis\u00e4lt\u00f6\u00e4 he seuraavat ja he kokevat, ett\u00e4 sis\u00e4ll\u00f6n tulee olla heit\u00e4 kiinnostavaa ja puhuttelevaa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-12-28T10:03:53Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-12-28T10:03:53Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "89", "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.title", "value": "Sosiaalisen median rooli kuluttajan ja br\u00e4ndin v\u00e4lisess\u00e4 suhteessa", "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-202012287382", "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": "br\u00e4ndit", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "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"}]
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