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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Karjala, Pinja", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-01-12T09:56:15Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-01-12T09:56:15Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/73581", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media on t\u00e4n\u00e4 p\u00e4iv\u00e4n\u00e4 olennainen osa kuluttajien p\u00e4ivitt\u00e4ist\u00e4 yhteydenpitoa ja lis\u00e4ksi se toimii arvokkaana tiedonl\u00e4hteen\u00e4. Kuluttajat ottavat vaikutteita toisilta kuluttajilta ja eneneviss\u00e4 m\u00e4\u00e4rin vaikutteille altistutaan offline\nymp\u00e4rist\u00f6n ohella online ymp\u00e4rist\u00f6iss\u00e4, kuten sosiaalisessa mediassa. Toisten\nkuluttajien mielipiteill\u00e4 on todettu olevan merkitt\u00e4v\u00e4 vaikutus kuluttajien ostop\u00e4\u00e4t\u00f6ksiin ja sosiaalinen s\u00e4hk\u00f6inen suusanallinen viestint\u00e4 (sosiaalinen eWOM)\neli sosiaalisessa mediassa tapahtuva keskustelu tuotteista ja br\u00e4ndeist\u00e4 on noussut esiin uutena k\u00e4sitteen\u00e4, jolla on tunnistettu olevan merkitt\u00e4v\u00e4sti anonyymista eWOM:sta poikkeavia ominaisuuksia. T\u00e4m\u00e4 tutkimus tarkasteleekin sosiaalisen eWOM:in konseptia ja kuinka kuluttajat hy\u00f6dynt\u00e4v\u00e4t sit\u00e4 p\u00e4\u00e4t\u00f6ksentekoprosessissaan. Lis\u00e4ksi tutkimuksessa arvioidaan COVID-19 pandemian vaikutuksia kuluttajien sosiaalisen median k\u00e4ytt\u00f6\u00f6n. Tutkimusaineisto ker\u00e4ttiin\nkvalitatiivisin menetelmin puolistrukturoiduilla haastatteluilla v\u00e4hitt\u00e4iskaupan\nkontekstissa. Aineisto sis\u00e4lsi 17 haastattelua ja vastaajat olivat i\u00e4lt\u00e4\u00e4n 18-68 vuotiaita. T\u00e4m\u00e4n tutkimuksen tulosten mukaan kuluttajat kokevat sosiaalisen median ja sosiaalisen eWOM:n merkitt\u00e4vin\u00e4 tiedonl\u00e4htein\u00e4 ostop\u00e4\u00e4t\u00f6sprosessissaan. Niit\u00e4 hy\u00f6dynnet\u00e4\u00e4n erityisesti tiedon etsint\u00e4- vaiheessa ja lis\u00e4ksi sosiaalinen eWOM voi olla itse tarpeen tai ostohalun her\u00e4tt\u00e4j\u00e4. Toisten kuluttajien lis\u00e4ksi, kuluttajat kokevat sosiaalisen median vaikuttajat merkitt\u00e4v\u00e4n\u00e4 sosiaalisen\neWOM:n l\u00e4hteen\u00e4. Sosiaalinen media ja sosiaalinen eWOM tiedonl\u00e4htein\u00e4 on\nkorostunut COVID-19 pandemian aikana. Kuluttajat ovat alkaneet seuraamaan\nenemm\u00e4n sosiaalisen median vaikuttajia tyydytt\u00e4\u00e4kseen kasvaneen sis\u00e4ll\u00f6n kuluttamistarpeensa, jonka lis\u00e4\u00e4ntynyt sosiaalisessa mediassa vietetty aika ja samaan aikaan v\u00e4hentynyt kuluttajien jakama sis\u00e4lt\u00f6 ovat aiheuttaneet. Tutkimuksen tulosten pohjalta voidaan todeta, ett\u00e4 sosiaalisella eWOM:lla on merkitt\u00e4v\u00e4\nvaikutus kuluttajien ostop\u00e4\u00e4t\u00f6ksiin ja COVID-19 pandemia on korostanut entisest\u00e4\u00e4n sosiaalisen median merkityst\u00e4 tiedonl\u00e4hteen\u00e4. Poikkeukselliset olosuhteet edellytt\u00e4v\u00e4t yrityksilt\u00e4 mukautumista kuluttajien k\u00e4ytt\u00e4ytymisess\u00e4 tapahtuviin muutoksiin, jotta toiminta pystyt\u00e4\u00e4n pit\u00e4m\u00e4\u00e4n tehokkaana ja kilpailukykyisen\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Social media is today an integral part of consumers\u00b4 daily communication and, in addition, it is a valuable source of information. The influencing power of peer consumers has\nmoved from the offline environment strongly to the online environment, including social\nmedia. The effectiveness of traditional word-of-mouth (WOM) and electronic WOM\n(eWOM) affecting consumers' purchase behavior is widely recognized. Social eWOM, an\nemerging concept concerning eWOM in social media has gained interest recently and is\nproposed as a separate concept from anonymous eWOM. However, conceptual\nknowledge about social eWOM is lacking and it is unclear how consumers utilize it to\nsupport their purchase decisions. Thus, this study investigates how consumers utilize social eWOM in their decision-making process. The aim of the study is to develop theoretical\nknowledge about the concept of social eWOM. In addition, the effects of the COVID-19\npandemic on consumers\u00b4 social media behavior is examined. The research data consists\nof semistructured interviews in a retail context including 17 participants between the ages\nof 18 and 68. The main findings of the study reveal that consumers perceive social eWOM\nas a significant source of information supporting their decision-making. Social eWOM is\nutilized mostly in the information search- phase of the process. In addition, consumers\nseek inspiration from social eWOM and it can be the trigger of the need recognition or\npurchase intention. In addition to peer consumers, consumers perceive social media influencers as a significant source of social eWOM. However, the persuasive power of the\ninfluencer is affected by several factors including authenticity and transparency. During\nthe COVID-19 pandemic, consumers have searched for more information about products\nand brands from social media. They have begun to follow more social media influencers\nwhen the hunger for new content has evoked because of the increased time spent on social\nmedia and declined content shared by peer consumers. The results suggest that social\neWOM has a significant influencing power on consumers' purchase decisions and the\nCOVID-19 pandemic has highlighted the significance of social media as an information\nsource. These exceptional circumstances require companies to adapt to the changes in\nconsumer behavior in order to maintain their profitability and competitive advantage.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-01-12T09:56:15Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-01-12T09:56:15Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "103", "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": "eng", "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": "electronic word-of-mouth", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social eWOM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social networking sites", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Social eWOM in consumers\u00b4 decision-making process and the effect of COVID-19 pandemic on consumers\u00b4 social media behavior", "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-202101121060", "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": "COVID-19", "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.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "p\u00e4\u00e4t\u00f6ksenteko", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "COVID-19", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumer behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "decision making", "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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