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[{"key": "dc.contributor.advisor", "value": "Zvereva, Vera", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Sahlberg, Muusa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-21T10:16:37Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-21T10:16:37Z", "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/123456789/76750", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 kandidaatintutkielmassa tarkastelen eroja er\u00e4\u00e4n Suomessa toimivan yrityksen markkinointiviestinn\u00e4ss\u00e4 Facebookissa ja VKontaktessa suomalaisille ja ven\u00e4l\u00e4isille kuluttajille. Tutkimuksen kohteena on erityisesti erot kielenk\u00e4yt\u00f6ss\u00e4 eri kulttuurikonteksteissa. Tutkimuksessa tarkastelen niin n\u00e4it\u00e4 kielellisi\u00e4 eroja, kuin my\u00f6s syit\u00e4 niiden takana. Lis\u00e4ksi pohdin, millaista br\u00e4ndi-imagoa yritys rakentaa sosiaalisen median markkinoinnin avulla. \n\nTutkimuksesta tekee ajankohtaisen se, ett\u00e4 yritykset etsiv\u00e4t jatkuvasti uusia mahdollisuuksia kehitt\u00e4\u00e4 markkinointiaan sek\u00e4 laajentaa liiketoimintaansa uusille alueille. Uusien asiakkaiden etsiminen kotimaan ulkopuolelta vaatii kuitenkin viestinn\u00e4n mukauttamista uuteen kulttuuriymp\u00e4rist\u00f6\u00f6n. Lis\u00e4ksi digitalisaatio on tuonut merkitt\u00e4vi\u00e4 muutoksia niin kuluttajien kuin yritysten toimintaan. Markkinointi sosiaalisessa mediassa on jo vuosia ollut yksi t\u00e4rkeimpi\u00e4 yrityksen markkinoinnin osa-alueita. \n\nTutkimus osoittaa, ett\u00e4 valitsemani yrityksen sosiaalisen median julkaisuissa on sek\u00e4 kielellisi\u00e4 ett\u00e4 sis\u00e4ll\u00f6llisi\u00e4 eroja riippuen kulttuurikontekstista. Totesin, ett\u00e4 n\u00e4it\u00e4 eroja voi selitt\u00e4\u00e4 kulttuurisilla tekij\u00f6ill\u00e4. Lis\u00e4ksi materiaalien perusteella saatoin todeta, ett\u00e4 kyseisen yrityksen markkinointi on tyypillist\u00e4 sosiaalisen median markkinointia, ja se hy\u00f6dynt\u00e4\u00e4 sosiaalisen median mahdollistamaa vastavuoroisuutta yrityksen ja kuluttajan v\u00e4lill\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-06-21T10:16:37Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-21T10:16:37Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "53", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "rus", "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": "kriittinen diskurssianalyysi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u041c\u0435\u0436\u043a\u0443\u043b\u044c\u0442\u0443\u0440\u043d\u043e\u0441\u0442\u044c \u0438 \u0443\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u0435 \u043a\u043b\u0438\u0435\u043d\u0442\u0441\u043a\u0438\u043c \u043e\u043f\u044b\u0442\u043e\u043c \u0432 \u0441\u043e\u0446\u0438\u0430\u043b\u044c\u043d\u044b\u0445 \u0441\u0435\u0442\u044f\u0445 \u2013 \u0441\u0440\u0430\u0432\u043d\u0438\u0442\u0435\u043b\u044c\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u043a\u043e\u043c\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u0439 \u0432 \u0444\u0438\u043d\u0441\u043a\u043e\u043c \u0438 \u0440\u043e\u0441\u0441\u0438\u0439\u0441\u043a\u043e\u043c \u043a\u0443\u043b\u044c\u0442\u0443\u0440\u043d\u043e\u043c \u043a\u043e\u043d\u0442\u0435\u043a\u0441\u0442\u0435", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202106213943", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "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": "Ven\u00e4j\u00e4n kieli ja kulttuuri", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Russian Language and Culture", "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_7a1f", "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": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "312", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kulttuurienv\u00e4linen viestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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