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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Inberg, Sonja", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-28T06:03:37Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-28T06:03:37Z", "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/123456789/76851", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kriisin sattuessa yrityksen sidosryhm\u00e4t kaipaavat entist\u00e4 nopeampaa reagointia ja viestint\u00e4\u00e4. T\u00e4llaisen nopean viestinn\u00e4n mahdollistaa sosiaalinen media, joka tarjoaa yrityksille my\u00f6s mahdollisuuden vuorovaikutukseen kuuttajien kanssa. On kuitenkin oleellista mainehaittojen minimoimisen kannalta, mink\u00e4laisen kriisiviestint\u00e4strategian yritys valitsee. T\u00e4ss\u00e4 tutkimuksessa keskityttiin tarkastelemaan erityisesti puolustelevaa kriisiviestint\u00e4\u00e4 sosiaalisessa mediassa sek\u00e4 negatiivista k\u00e4ytt\u00e4j\u00e4l\u00e4ht\u00f6ist\u00e4 sis\u00e4lt\u00f6\u00e4. \nTutkimuksessa esimerkkiyrityksen\u00e4 tarkasteltiin Fortumia, joka k\u00e4rsi negatiivisesta huomiosta ostaessaan lis\u00e4\u00e4 osuuksia energiayhti\u00f6 Uniperista vuonna 2019. Kriisist\u00e4 viestittiin runsaasti sosiaalisessa mediassa, niin Fortumin kuin muidenkin k\u00e4ytt\u00e4jien osalta.\nT\u00e4ss\u00e4 pro gradu tutkielmassa tutkitaan, miten sosiaalisessa mediassa julkaistu kriisiviestint\u00e4 ja k\u00e4ytt\u00e4j\u00e4l\u00e4ht\u00f6inen sis\u00e4lt\u00f6 vaikuttaa kuluttajien br\u00e4ndiasenteisiin ja luottamukseen br\u00e4ndi\u00e4 kohtaan. Tutkimuksessa tarkastellaan my\u00f6s imagon vaikutusta asenteisiin ja luottamukseen. Tutkimus toteutettiin kvantitatiivisena tutkimuksena ja aineisto ker\u00e4ttiin verkkokyselyll\u00e4. Tutkimuksen tulokset vahvistivat negatiivisella k\u00e4ytt\u00e4j\u00e4l\u00e4ht\u00f6isell\u00e4 sis\u00e4ll\u00f6ll\u00e4 olevan negatiivisen vaikutuksen kuluttajien br\u00e4ndiasenteisiin kriisin kontekstissa. Tutkimuksen muita hypoteeseja ei pystytty vahvistamaan tutkimustulosten perusteella. Fortumin asiakkailla todettiin olevan my\u00f6nteisempi asenne ja luottamus Fortumia kohtaan, kuin muilla vastaajilla.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-06-28T06:03:37Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-28T06:03:37Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "70", "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": "br\u00e4ndiasenne", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "k\u00e4ytt\u00e4j\u00e4l\u00e4ht\u00f6inen sis\u00e4lt\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Miten sosiaalisen median viestint\u00e4 yritysten kriisitilanteissa vaikuttaa kuluttajien br\u00e4ndiasenteisiin?", "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-202106284043", "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": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "imago", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kriisiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kriisit", "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": "viestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kriisinhallinta", "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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