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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Asunta, Laura", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "K\u00e4\u00e4p\u00e4, Laura", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-02-12T07:29:34Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-02-12T07:29:34Z", "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/123456789/74100", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisessa mediassa toimivien vaikuttajien m\u00e4\u00e4r\u00e4 on lis\u00e4\u00e4ntynyt huomattavasti viime vuosina. Organisaatiot pyrkiv\u00e4t luomaan n\u00e4iden sosiaalisen median vaikuttajien kanssa samaistuttavia sis\u00e4lt\u00f6j\u00e4, joiden avulla tavoitellaan etenkin nuoren yleis\u00f6n suosiota. Organisaatioille voi olla kuitenkin haastavaa luoda oikeanlaisia sis\u00e4lt\u00f6j\u00e4, sill\u00e4 nuorten k\u00e4sityksi\u00e4 sosiaalisen median vaikuttajista ei ole tutkittu riitt\u00e4v\u00e4sti. N\u00e4in ollen tarvitaan lis\u00e4\u00e4 tietoa siit\u00e4, miten nuoret k\u00e4sitt\u00e4v\u00e4t erilaiset vaikuttajat ja ketk\u00e4 ovat sosiaalisen median vaikuttajien lis\u00e4ksi heid\u00e4n p\u00e4\u00e4t\u00f6ksentekoaan ohjaavia tahoja.\n\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, miten nuoret m\u00e4\u00e4rittelev\u00e4t vaikuttajan ja mist\u00e4 teemoista m\u00e4\u00e4ritelm\u00e4 koostuu. Lis\u00e4ksi tutkitaan sit\u00e4, miten erilaiset tahot, mukaan lukien sosiaalisen median vaikuttajat, ohjaavat nuorten p\u00e4\u00e4t\u00f6ksentekoa ja ketk\u00e4 nuorten mielest\u00e4 vaikuttavat heihin voimakkaimmin.\n\nTutkimusta varten j\u00e4rjestettiin 13 temaattista, puolistrukturoitua yksil\u00f6haastattelua Zoom-sovelluksen kautta. Haastateltavat olivat i\u00e4lt\u00e4\u00e4n 15\u201320-vuotiaita. Haastatteluista saatua dataa analysoitiin temaattista menetelm\u00e4\u00e4 hy\u00f6dynt\u00e4en. N\u00e4in pystyttiin tunnistamaan kriteerej\u00e4, joita nuoret asettavat vaikuttajien tunnistamiselle, sek\u00e4 teemoja, joista heid\u00e4n k\u00e4sityksens\u00e4 vaikuttajista rakentuvat. Lis\u00e4ksi haastatteluissa hy\u00f6dynnettiin Likert-asteikollista harjoitusta, jonka avulla selvitettiin, kuinka voimakkaasti eri tahot ohjaavat nuorten p\u00e4\u00e4t\u00f6ksentekoprosesseja.\n\nTutkimuksen l\u00f6yd\u00f6sten perusteella nuorten kriteerit sosiaalisen median vaikuttajan tunnistamiselle ovat kohtalaisen hyvin linjassa olemassa olevan tutkimuksen kanssa. Vaikuttajiin suhtaudutaan kuitenkin vaativammin kuin on ennen tunnistettu. Nuorten asenteet kaupallisuutta, henkil\u00f6br\u00e4ndej\u00e4 ja sis\u00e4lt\u00f6j\u00e4 kohtaan sek\u00e4 heid\u00e4n suhtautumisensa oma- ja maailmankuvaan ovat t\u00e4rkeimpi\u00e4 teemoja, joista nuorten k\u00e4sitys vaikuttajista rakentuu. Tulokset osoittavat kuitenkin, ett\u00e4 esimerkiksi yst\u00e4vill\u00e4 ja vanhemmilla on sosiaalisen median vaikuttajia suurempi merkitys nuorten p\u00e4\u00e4t\u00f6ksenteossa.\n\nT\u00e4ss\u00e4 tutkimuksessa esiin tuodut nuorten n\u00e4kemykset vaikuttajista ja sosiaalisesta vaikutusvallasta lis\u00e4\u00e4v\u00e4t k\u00e4sityst\u00e4 siit\u00e4, mit\u00e4 seikkoja nuorille suunnatussa markkinointiviestinn\u00e4ss\u00e4 tulisi ottaa huomioon. Tulokset tarjoavat my\u00f6s ty\u00f6kaluja, joiden avulla tutkimusta vaikuttajien ja nuorten suhteesta voidaan syvent\u00e4\u00e4. Lis\u00e4tutkimusta kuitenkin tarvitaan suuremmilla massoilla t\u00e4ysin luotettavien johtop\u00e4\u00e4t\u00f6sten saavuttamiseksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In recent years, the amount of different so-called social media influencers has notably increased. Organizations aim to gain the attention of especially younger audiences by creating approachable content with these influencers. However, creating the right kind of content can be challenging for organizations, since research on younger audience\u2019s perceptions on influencers is still somewhat insufficient. Therefore, more information on how young people comprehend influencers and which other agents guide their decision-making processes is needed.\n\nThe goal of this study is to find out, how young people define influencers and on what themes that definition builds upon. Moreover, young people\u2019s perceptions on social influence allocated by different agents, including influencers, and their effect on their decision-making is examined.\n\nFor the research part of this study, 13 thematic, half-structured live interviews for young people between ages 15 to 20 via Zoom were conducted. Based on thematic analysis of the gathered data, significant criteria and themes in young people\u2019s definitions on influencers were recognized. Additionally, Likert-scale interview exercise was utilized in examining, how significant different agents were seen in young people\u2019s decision- making processes.\n\nBased on the research findings, the criteria young people set for defining influencers correlates somewhat to the existing theories. However, young people are generally more demanding on influencers than previously recognized. Young people\u2019s attitudes towards commercialism, personal brands and contents and additionally, their self-image and worldview are most important themes that shape their positions on influencers. Nevertheless, the findings suggest, that influencers effect on young people\u2019s decision-making processes are secondary to the effect of e.g., friends and parents.\n\nYoung people\u2019s different attitudes towards influencers and social influence presented in this study help widen the understanding on how marketing communications should be considered with young people as target audience. Additionally, these study findings offer tools that can be utilized in deepening future research on influencers and young people. Nevertheless, future studies could employ larger samples and quantitative methods and measures to derive more conceptualized conclusions.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-02-12T07:29:34Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-02-12T07:29:34Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "92", "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": "influencers", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "peer influence", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social influence", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media influencers", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Who holds the real influence? : generation z\u2019s perceptions on influencers and social influence", "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-202102121531", "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": "Viestinn\u00e4n johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Communication", "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": "2043", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "nuoret", "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": "vaikuttaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "young people", "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": "influencing", "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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