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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Krasila, Henriikka", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-12T05:54:30Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-12T05:54:30Z", "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/123456789/75465", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Teknologian nopea kehitys on luonut tilaa uusille sosiaalisen median alustoille ja sosiaalisille verkostoille. T\u00e4m\u00e4n seurauksena kuluttajista on tullut yh\u00e4 aktiivisempia erilaisissa online-yhteis\u00f6iss\u00e4. Toisin sanoen, he ovat omaksuneet uuden roolin sis\u00e4ll\u00f6ntuottajina, mik\u00e4 tarkoittaa sit\u00e4, ett\u00e4 he jakavat arvokasta tietoa toistensa kanssa eri tuotteista ja palveluista s\u00e4hk\u00f6isen suusanallisen viestinn\u00e4n (eWOM) kautta. Kuluttajat my\u00f6s tukeutuvat n\u00e4ihin verkostoihin enemm\u00e4n kuin koskaan ennen, joka her\u00e4tt\u00e4\u00e4 kysymyksi\u00e4 eWOM:n uskottavuuteen liittyen. Vasta hiljattain tutkijat ovat alkaneet kiinnostua eWOM:n uskottavuudesta sosiaalisessa mediassa, koska eWOM:lla yleisesti, on tunnistettu olevan merkitt\u00e4v\u00e4 vaikutus kuluttajak\u00e4ytt\u00e4ytymiseen, kuten ostok\u00e4ytt\u00e4ytymiseen. N\u00e4in ollen, t\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, koetaanko kuluttajien v\u00e4linen eWOM uskottavana sellaisissa online-yhteis\u00f6iss\u00e4, jotka ovat kuluttajien yll\u00e4pit\u00e4mi\u00e4, ja edelleen luoda syv\u00e4llisempi ymm\u00e4rrys siit\u00e4, kuinka koettu eWOM:n uskottavuus vaikuttaa br\u00e4nditietoisuuteen ja kuluttajien k\u00e4ytt\u00e4ytymiseen kuten osto-aikeeseen, eWOM aikeeseen ja eWOM k\u00e4ytt\u00e4ytymiseen.\nT\u00e4m\u00e4 tutkimus on m\u00e4\u00e4r\u00e4llinen tutkimus, jonka aineisto ker\u00e4ttiin kyselyn avulla. Kysymyspatteristot muodostettiin aiemman tutkimuksen ja teorian pohjalta. Kysely toteutettiin Facebook ryhm\u00e4ss\u00e4 nimelt\u00e4 \u201dSuositusten mukaiset keng\u00e4t lapselle\u201d. Yhteen-s\u00e4 151 henkil\u00f6\u00e4 osallistui kyselyyn.\nT\u00e4m\u00e4n tutkimuksen tulosten perusteella kuluttajien v\u00e4lisen eWOM l\u00e4hde koettiin uskottavana, ja p\u00e4\u00e4asialliset uskottavuuteen vaikuttavat tekij\u00e4t olivat luotettavuus ja asiantuntijuus. Tulokset paljastivat my\u00f6s, ett\u00e4 koettu eWOM:n l\u00e4hdeuskottavuus vaikutti positiivisesti br\u00e4nditietoisuuteen, ostoaikeeseen, eWOM aikeeseen ja eWOM k\u00e4ytt\u00e4ytymiseen. T\u00e4m\u00e4n tutkimuksen tulokset antavat yrityksille arvokasta tietoa eWOM:n voimasta kuluttajien yll\u00e4pit\u00e4miss\u00e4 online-yhteis\u00f6iss\u00e4, ehdottaen, ett\u00e4 yritykset sis\u00e4llytt\u00e4isiv\u00e4t eWOM:n osaksi markkinointiviestint\u00e4strategiaansa. T\u00e4m\u00e4 auttaisi heit\u00e4 parantamaan yrityskuvaa ja br\u00e4nditietoisuutta, kohentamaan tuotteita ja palveluita vastaamaan paremmin asiakkaiden tarpeita sek\u00e4 tehostamaan asiakashankintaa, joka vaikuttaa myyntiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The rapid growth of new technology has created room for different social media platforms and social networks. As a consequence, consumers have become very active in different online communities. Thus, they have been absorbing a new role as content creators, which means that they are sharing valuable information regarding products and services with each other through electronic word-of-mouth (eWOM). Consumers are also relying on these networks more than ever before, which raises questions regarding the credibility of eWOM. Just recently, researchers have become more interested in investigating the credibility of eWOM in social media, because eWOM, in general, has been acknowledged to have a significant impact on consumer behavior, such as purchase behavior. Therefore, the purpose of this study is to investigate whether consumer-to-consumer eWOM is considered to be credible in an online community that is maintained by consumers, and further create a more thorough understanding what is the role of perceived eWOM credibility on brand awareness and consumer behavior such as purchase intention, eWOM intention, and eWOM behavior. \nThis study is quantitative research, and the data was collected by a questionnaire. The measures for the questionnaire were formulated according to previous studies and theory. The data was collected in a Facebook group called \u201cSuositusten mukaiset keng\u00e4t lapselle\u201d. A total of 151 persons participated in the questionnaire. \nThe findings of this study show that consumer-to-consumer eWOM source was perceived as credible, and the main factors affecting the credibility of a source were trustworthiness and expertise. Findings further revealed that perceived eWOM source credibility affected positively brand awareness, purchase intention, eWOM intention, and eWOM behavior. The findings of this study give companies valuable information about the power of eWOM in online communities maintained by consumers, suggesting them to include the eWOM as a part of their marketing communications strategy. This would help them to enhance the company image and brand awareness, improve the products and services to meet customers\u2019 needs, and boost customer acquisition which also impacts sales.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-12T05:54:30Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-12T05:54:30Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "57", "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 networking sites", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "eWOM credibility", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "eWOM source credibility", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand awareness", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Examining the influence of consumer-to-consumer eWOM source credibility on brand awareness, purchase intention, eWOM intention, and eWOM behavior in Facebook", "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-202105122745", "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": 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