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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "S\u00e4\u00e4kslahti, Arja", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Vuorenlinna, Tia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-26T07:33:17Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-26T07:33:17Z", "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/123456789/75956", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median alustat, kuten Facebook ja Instagram, ovat mahdollistaneet yrityksille uusia tapoja tavoittaa ja kommunikoida br\u00e4ndisivujen seuraajien kanssa. N\u00e4m\u00e4 sosiaalisen median br\u00e4ndiyhteis\u00f6t ovat melko uusi ja nopeasti kehittyv\u00e4 ilmi\u00f6, jota ei ole viel\u00e4 perusteellisesti tutkittu koskien sit\u00e4, mink\u00e4laisia hy\u00f6tyj\u00e4 kuluttajat saavat ja arvostavat Facebook- ja Instagram-br\u00e4ndiyhteis\u00f6iss\u00e4, ja miten br\u00e4ndit voivat kehitty\u00e4 n\u00e4iden hy\u00f6tyjen tarjoamisessa. Tutkimuksia vaikuttaisi puuttuvan etenkin Instagramiin ja liikunta-alaan liittyen. Kyseinen tieto on oleellista yrityksille, jotka haluavat kehitty\u00e4 n\u00e4iden hy\u00f6tyjen tarjoamisessa. Toinen lis\u00e4tutkimuksia vaativa ilmi\u00f6 on se, miten COVID-19-virus on vaikuttanut kuluttajien saamiin ja arvostamiin hy\u00f6tyihin Facebook- ja Instagram-br\u00e4ndiyhteis\u00f6iss\u00e4. T\u00e4m\u00e4 tieto on t\u00e4rke\u00e4\u00e4, jotta yritykset pystyv\u00e4t reagoimaan ilmi\u00f6\u00f6n oikealla tavalla, etenkin yrityksien, kuten CrossFit-salien kohdalla, jotka COVID-19-pandemian aikana joutuivat siirt\u00e4m\u00e4\u00e4n palvelunsa et\u00e4yhteyden p\u00e4\u00e4h\u00e4n normaalin l\u00e4hikontaktiohjauksen sijaan. T\u00e4m\u00e4 tutkimus tutki aihetta CrossFit-salien Facebook- ja Instagram-br\u00e4ndiyhteis\u00f6jen kontekstissa. Tutkimuskysymykset olivat: 1. Mit\u00e4 hy\u00f6tyj\u00e4 kuluttajat kokevat ja arvostavat CrossFit-br\u00e4ndien Facebook- ja Instagram-br\u00e4ndiyhteis\u00f6iss\u00e4 ja miten n\u00e4iden hy\u00f6tyjen arvoa voitaisiin lis\u00e4t\u00e4? 2. Miten korona on vaikuttanut siihen mit\u00e4 hy\u00f6tyj\u00e4 kuluttajat kokevat ja arvostavat CrossFitin Facebook- ja Instagram-br\u00e4ndiyhteis\u00f6iss\u00e4? Laadullinen tutkimus toteutettiin puolistrukturoiduilla haastatteluilla ja ker\u00e4tty aineisto analysoitiin k\u00e4ytt\u00e4en laadullista sis\u00e4ll\u00f6nanalyysia. Haastatteluihin osallistui yhdeks\u00e4n aikuista CrossFit-salin j\u00e4sent\u00e4, jotka olivat nelj\u00e4lt\u00e4 eri Suomessa sijaitsevalta salilta. Tulokset osoittavat, ett\u00e4 yksi t\u00e4rkeimmist\u00e4 asioista mit\u00e4 CrossFit-salit voivat tehd\u00e4, etenkin COVID-19-pandemian tai muun syyn takia, joka pakottaa salit tarjoamaan palveluitaan et\u00e4yhteyden p\u00e4\u00e4st\u00e4, on luoda Facebook- ja Instagram-br\u00e4ndiyhteis\u00f6 j\u00e4senilleen. N\u00e4iden yhteis\u00f6jen huomattiin tuovan suurta lis\u00e4arvoa salin j\u00e4senille sek\u00e4 ennen koronaa ett\u00e4 sen aikana. Hy\u00f6dyt, joita salin j\u00e4senet saavat n\u00e4iden br\u00e4ndiyhteis\u00f6jen kautta, ovat tiedollisia, opettavaisia, sosiaalisia, viihdytt\u00e4vi\u00e4, taloudellisia sek\u00e4 liikuntamotivaatiota lis\u00e4\u00e4vi\u00e4. Tutkimus esittelee konkreettisia toimenpiteit\u00e4, miten n\u00e4it\u00e4 hy\u00f6tyj\u00e4 tulisi tarjota, eli miss\u00e4 kanavassa, mill\u00e4 sis\u00e4ll\u00f6ll\u00e4 ja millaisilla toimenpiteill\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Social media sites, such as Facebook and Instagram, have enabled new ways for organizations to reach, connect, and communicate with their followers via brand pages. These social media brand communities are still a relatively new and fast-evolving phenomenon that has not yet been thoroughly investigated regarding what benefits consumers receive and value in Facebook and Instagram brand communities and how brands can enhance the value of these benefits. Studies seem to be lacking especially regarding Instagram brand communities and in the fitness industry. The knowledge is essential for organizations when trying to improve in offering these benefits. Another new aspect that arose in 2020 and needs investigation is how the COVID-19 virus has affected these benefits consumers gain and value in Facebook and Instagram brand communities. This is essential knowledge for organizations to effectively react to this. Especially in organizations that before the coronavirus mainly offered their services in person, and during the pandemic were forced to move their service online, as CrossFit gyms did. This study investigated these mentioned phenomena in the context of CrossFit gym's Facebook and Instagram brand communities. The research questions were: 1. What benefits do consumers receive and value from CrossFit brands Facebook and Instagram communities and how can the value of the benefit be enhanced? 2. How has COVID-19 changed the benefits consumers receive and value in a CrossFit brand's Facebook and Instagram community? The study was conducted with qualitative semi-structured interviews and the data was processed with a qualitative content analysis approach. The interviews were conducted for nine participants who were active adult CrossFit gym members from four different gyms in Finland. The study findings implicate that one of the most important action a CrossFit gym could do, especially during COVID-19 or any other reason that forces a gym to move their services online, is to create a Facebook and an Instagram community for its members. These online communities were found to offer a great deal of added value both before and during COVID-19 for the gym members. The benefits CrossFit gym members can receive via the Facebook and Instagram online communities included informational, educational, social, entertainment, economic, and sport motivation benefits. The study presents concrete actions on how to offer each of these benefits regarding, which channels to use, what content to post, and what actions to take.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-26T07:33:17Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-26T07:33:17Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "69", "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": "Facebook brand community benefits", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Instagram brand community benefits", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CrossFit brand community benefits", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sport motivation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Facebook-br\u00e4ndiyhteis\u00f6n hy\u00f6dyt", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Instagram-br\u00e4ndiyhteis\u00f6n hy\u00f6dyt", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CrossFit-br\u00e4ndiyhteis\u00f6n hy\u00f6dyt", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "liikuntamotivaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Instagram and Facebook brand community benefits consumers receive and value before and during the COVID-19 pandemic : case CrossFit", "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-202105263213", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "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.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "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.department", "value": "Liikunta- ja terveystieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Liikuntapedagogiikka", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Physical Education Teacher Education", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", 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null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Facebook", "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.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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