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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kontinen, Essi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-09T07:35:30Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-09T07:35:30Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/81580", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vaikuttajamarkkinoinnin rooli on kasvanut viime vuosina huomattavasti ja kuluttajat seuraavat erilaisia vaikuttajia sosiaalisen median kanavissa. Vaikuttajien uskottavuus on kuitenkin ta\u0308rkea\u0308ssa\u0308 roolissa, kun tarkastellaan heida\u0308n merkitysta\u0308a\u0308n kuluttajien ostoka\u0308ytta\u0308ytymiseen. Lisa\u0308ksi kuluttajat muodostavat erilaisia sosiaalisia suhteita seuraamiensa vaikuttajien kanssa ja vaikuttajilla on valtaa vaikuttaa seuraajiensa mielipiteisiin seka\u0308 ostoka\u0308ytta\u0308ytymiseen.\nTa\u0308ma\u0308n tutkimuksen tarkoituksena oli selvitta\u0308a\u0308, mista\u0308 tekijo\u0308ista\u0308 sosiaalisen median vaikuttajien uskottavuus muodostuu Instagramissa. Lisa\u0308ksi tarkoituksena oli saada selville, miten vaikuttajien uskottavuus ja heida\u0308n kanssaan muodostetut suhteet sosiaalisessa mediassa liittyva\u0308t kuluttajien ostoaikomukseen suositellusta tuotteesta. Tutkimus keskittyi pohjoismaalaisiin muoti- ja kauneusvaikuttajiin. Tutkimus toteutettiin laadullisena tutkimuksena ja tutkimukseen osallistui kymmenen naishenkilo\u0308a\u0308. Haastattelut toteutettiin teemahaastatteluina.\nTutkimuksen tulokset ovat linjassa aikaisempien tutkimuksien kanssa siita\u0308, etta\u0308 vaikuttajan uskottavuus muodostuu luotettavuudesta, asiantuntijuudesta, fyysisesta\u0308 vieha\u0308tta\u0308vyydesta\u0308 ja samankaltaisuudesta. Uskottavuutta lisa\u0308a\u0308 se, etta\u0308 vaikuttajat luovat sisa\u0308lto\u0308a\u0308 myo\u0308s omasta ela\u0308ma\u0308sta\u0308a\u0308n kaupallisen sisa\u0308llo\u0308n lisa\u0308ksi. Tulosten mukaan vaikuttajan ja mainostetun tuotteen yhteensopivuuden na\u0308htiin lisa\u0308a\u0308va\u0308n vaikuttajan uskottavuutta.\nTutkimuksen tuloksista ka\u0308vi ilmi, etta\u0308 vaikuttajien luomilla suosituksilla on merkitysta\u0308 kuluttajien ostoka\u0308ytta\u0308ytymiseen. Lisa\u0308ksi vaikuttajien uskottavuudella seka\u0308 heida\u0308n kanssaan muodostetuilla suhteilla sosiaalisessa mediassa on merkitysta\u0308 ostoaikomukseen suositellusta tuotteesta. Mita\u0308 uskottavampana vaikuttaja na\u0308hda\u0308a\u0308n ja mita\u0308 vahvempi suhde ha\u0308neen on muodostettu, sita\u0308 suurempi rooli ha\u0308nen antamallaan suosittelulla on kuluttajan ostoaikomukseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-09T07:35:30Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-09T07:35:30Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "51", "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": "sosiaalisen median vaikuttajat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "parasosiaaliset suhteet", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Instagram-vaikuttajan uskottavuus ja parasosiaalisten suhteiden merkitys kuluttajan n\u00e4k\u00f6kulmasta", "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-202206093193", "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": "uskottavuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Instagram", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttajamarkkinointi", "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": "kuluttajat", "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": "vaikuttaminen", "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.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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