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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Heinonen, Laura", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-12-22T05:55:06Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-12-22T05:55:06Z", "language": "", "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/123456789/79116", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitaalisuuden ja teknologian kehityksen seurauksena sek\u00e4 br\u00e4nd\u00e4ys ett\u00e4 markkinointi ovat murroksessa. Br\u00e4ndien strateginen johtaminen ja br\u00e4ndip\u00e4\u00e4oman rakentaminen ovat kriittisi\u00e4 tekij\u00f6it\u00e4 liiketoiminnan menestyksen kannalta ja nousseet my\u00f6s urheiluliiketoiminnan keski\u00f6\u00f6n. Vahva br\u00e4ndip\u00e4\u00e4oma toimii kilpailuetuna markkinoilla ja takaa pidemm\u00e4n aikav\u00e4lin taloudellisen menestyksen. Akateemisessa urheiluliiketoimintaa koskevassa tutkimuksessa on havaittu viime vuosikymmenten aikana kasvava kiinnostus sosiaalisen median mahdollisuuksia sek\u00e4 strategista br\u00e4ndin johtamista kohtaan. T\u00e4m\u00e4n tutkimuksen tavoitteena oli selvitt\u00e4\u00e4 mist\u00e4 br\u00e4ndip\u00e4\u00e4oma edustusjoukkueissa koostuu. Lis\u00e4ksi haluttiin lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, millaisia vaikutuksia sosiaalisella medialla on urheiluseuran toimintaan ja br\u00e4ndip\u00e4\u00e4omaan. Tutkimuksen teemoja l\u00e4hestyttiin suomalaisen Lentopallon Mestaruusliigan urheiluseuroille tehtyjen teemahaastattelujen avulla ja haastatteluista ker\u00e4tty aineisto analysoitiin teoriaohjaavan sis\u00e4ll\u00f6nanalyysin keinoin. Tutkimuksessa selvisi, ett\u00e4 br\u00e4ndi miellettiin t\u00e4rke\u00e4ksi osaksi urheiluseuran ja sen edustusjoukkueen toimintaa. Urheiluseuroissa tehdyn br\u00e4nd\u00e4yksen ammattimaisuuden osalta oli havaittavissa kuitenkin huomattavia eroja. Br\u00e4ndiarvot koostuivat jokaisella seuralla uniikista kombinaatiosta eri arvoja, mutta my\u00f6s yhdist\u00e4vi\u00e4 arvoja nousi esiin, kuten yhteis\u00f6llisyys ja vastuullisuus. Br\u00e4ndip\u00e4\u00e4oman osalta monissa seuroissa nousi t\u00e4rkein\u00e4 tekij\u00f6in\u00e4 esiin tunnelma peleiss\u00e4, kotihalli, historia, pelaajat sek\u00e4 pelillinen menestys. Sosiaalinen media koettiin hyvin keskeisen\u00e4 elementtin\u00e4 toiminnan kannalta ja sen roolin uskottiin korostuvan my\u00f6s tulevaisuudessa yh\u00e4 merkitt\u00e4v\u00e4mm\u00e4ksi. Haastateltavat kokivat sosiaalisen median vaikuttuvan positiivisesti br\u00e4ndip\u00e4\u00e4omaan, tehden sen eri osa-alueiden ja tekij\u00f6iden rakentamisesta sek\u00e4 yll\u00e4pit\u00e4misest\u00e4 helpompaa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-12-22T05:55:06Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-12-22T05:55:06Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "78", "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.title", "value": "Sosiaalisen median vaikutukset kilpaurheilujoukkueen br\u00e4ndip\u00e4\u00e4omaan : tutkimus suomalaisen Lentopallon Mestaruusliigasta", "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-202112226098", "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": "restrictedAccess", "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": "br\u00e4ndit", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu- ja liikuntaseurat", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": "", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/collections/archival-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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