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[{"key": "dc.contributor.advisor", "value": "Reinikainen, Hanna", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Aarnivuo, Pauliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-21T10:53:40Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-21T10:53:40Z", "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/123456789/76756", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median lifestyle-vaikuttajien potentiaali on n\u00e4hty elintarvikealalla,\nja yritykset hy\u00f6dynt\u00e4v\u00e4tkin t\u00e4llaisia vaikuttajia markkinoidessaan etenkin runsaasti prosessoitua ruokaa nuorille. Tietoa puuttuu kuitenkin viel\u00e4 suomalaisten Z-sukupolveen kuuluvien kuluttajien n\u00e4kemyksist\u00e4 liittyen lifestyle-vaikuttajien uskottavuuteen. \n\nT\u00e4m\u00e4n tutkielman tarkoituksena oli saada uutta tietoa siit\u00e4, millaisista piirteist\u00e4 lifestyle-vaikuttajan uskottavuus muodostuu ja siit\u00e4, mink\u00e4lainen merkitys kaupallisella yhteisty\u00f6ll\u00e4 on lifestyle-vaikuttajan uskottavuuteen. Toisena \ntarkoituksena oli selvitt\u00e4\u00e4, mink\u00e4lainen lifestyle-vaikuttajien ruokasis\u00e4lt\u00f6 koetaan uskottavaksi. Tutkimus toteutettiin laadullisena tutkimuksena. Aineisto ker\u00e4ttiin teemahaastatteluilla yhteens\u00e4 seitsem\u00e4lt\u00e4 Z-sukupolveen kuuluvalta \nnaiskuluttajalta. \n\nTulosten mukaan Z-sukupolveen kuuluvien haastateltujen mielest\u00e4 lifestyle-vaikuttajan uskottavuus muodostuu p\u00e4\u00e4asiassa aitoudesta, asiantuntijuudesta, fiksuudesta ja vastuullisuudesta. Tutkimus osoitti my\u00f6s, ett\u00e4 kaupallinen \nyhteisty\u00f6 koetaan osaksi vaikuttajan ty\u00f6t\u00e4, eik\u00e4 sen siten l\u00e4ht\u00f6kohtaisesti koeta \nheikent\u00e4v\u00e4n vaikuttajan uskottavuutta. Vaikuttajan uskottavuuden kannalta \nkaupallisia yhteist\u00f6it\u00e4 on silti teht\u00e4v\u00e4 harkiten. Kaupallista sis\u00e4lt\u00f6\u00e4 ei tule julkaista tihe\u00e4\u00e4n ja kaupallisen yhteisty\u00f6n on sovittava vaikuttajan profiiliin tai aihealueeseen. Lis\u00e4ksi vaikuttajan tulee n\u00e4ytt\u00e4\u00e4 mainostamansa hy\u00f6dykkeen \nk\u00e4ytt\u00f6\u00e4 profiilissaan ja antaa siit\u00e4 seuraajilleen rehellinen mielipide.\n\nTuloksista ilmeni my\u00f6s, ett\u00e4 haastatellut kuluttajat suhtautuvat kriittisesti\nlifestyle-vaikuttajien jakamaan ruokasis\u00e4lt\u00f6\u00f6n. Ruokavaliosuosituksia ja ravitsemusvinkkej\u00e4 otetaan vastaan ja pidet\u00e4\u00e4n uskottavina vain, jos vaikuttajaa pidet\u00e4\u00e4n uskottavana. Uskottavuus muodostuu t\u00e4ll\u00f6in ennen kaikkea asiantuntijuudesta, samankaltaisuudesta ja vieh\u00e4tt\u00e4vyydest\u00e4. Sen sijaan lifestyle-vaikuttajien uskottavuudella ei koeta olevan merkityst\u00e4 ruokasis\u00e4ll\u00f6n uskottavuuteen silloin, kun t\u00e4llaista sis\u00e4lt\u00f6\u00e4 pidet\u00e4\u00e4n viihteellisen\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-06-21T10:53:40Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-21T10:53:40Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "102", "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": "fin", "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": "lifestyle-vaikuttaja", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ruokasis\u00e4lt\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Z-sukupolven k\u00e4sityksi\u00e4 lifestyle-vaikuttajien uskottavuudesta ruokavaikuttajina", "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-202106213949", "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": "z-sukupolvi", "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": "uskottavuus", "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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