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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "M\u00e4kiaho, Henna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-17T08:13:37Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-17T08:13:37Z", "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/123456789/81848", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Osaavan ty\u00f6voiman pula on pakottanut yritykset panostamaan houkuttelevaan ty\u00f6nantajamielikuvaan. T\u00e4m\u00e4 voi yritysjohtoisen ty\u00f6nantajamielikuvarakentamisen ohella voi muodostua ty\u00f6ntekij\u00e4n br\u00e4ndil\u00e4hettil\u00e4isyyden avulla. Akateeminen tutkimus tunnistaa useampia tekij\u00f6it\u00e4 ty\u00f6ntekij\u00e4n br\u00e4ndisuosittelun takana ja n\u00e4it\u00e4 ovat muun muassa ty\u00f6nantajan imago, ty\u00f6tyytyv\u00e4isyys ja sitoutuminen ty\u00f6nantajamielikuvaa kohtaan. T\u00e4m\u00e4n tutkimuksen tarkoituksena oli tutkia n\u00e4iden taustatekij\u00f6iden vaikutusta toivottuun ty\u00f6ntekij\u00e4n br\u00e4ndisuositteluk\u00e4ytt\u00e4ytymiseen tapausyrityksen ty\u00f6ntekij\u00f6iden keskuudessa. Tutkimus pyrki tutkimaan ilmi\u00f6t\u00e4 saadakseen selville mahdollisia esteit\u00e4 ja kehityskohteita, jotka huomioidessaan tapausyritys pystyisi tukemaan ty\u00f6ntekij\u00f6it\u00e4\u00e4n br\u00e4ndil\u00e4hettil\u00e4in\u00e4 eli positiivisen sosiaalisen median viestinn\u00e4n tekij\u00f6in\u00e4.\n Tutkimusmalli muodostettiin aiemman sis\u00e4ist\u00e4- ja ulkoista ty\u00f6ntekij\u00e4mielikuvan kehityst\u00e4 k\u00e4sittelev\u00e4n kirjallisuuskatsauksen perusteella. Lis\u00e4ksi tutkimus sivusi demografisin ja avoimin kysymyksin tekij\u00f6it\u00e4, joilla p\u00e4\u00e4stiin tarkastelemaan ilmi\u00f6t\u00e4 kokonaisvaltaisemmin. Tutkimusmenetelm\u00e4ksi valittiin kvantitatiivinen suuntaus ja tutkimusaineisto (N=82) ker\u00e4ttiin verkkokyselyn avulla huhtikuussa 2022. Vastaajaryhm\u00e4 koostui tapausyrityksen teknologiaty\u00f6ntekij\u00f6ist\u00e4 viidess\u00e4 maassa. Aineisto analysoitiin sek\u00e4 IBM SPSS Satistics ett\u00e4 SmartPLS ohjelmistolla hy\u00f6dynt\u00e4en PLS-SEM mallintamista.\n Tutkimustulokset osoittivat usean tekij\u00e4n vaikuttavan ty\u00f6ntekij\u00e4n aikomukseen suositella br\u00e4ndi\u00e4 ja nelj\u00e4 viidest\u00e4 hypoteesista osoittautui toteutuvan tapausyrityksen keskuudessa, kun ty\u00f6nantajaimagolla, ty\u00f6tyytyv\u00e4isyydell\u00e4 ja sitoutumisella todettiin olevan vaikutusta ty\u00f6ntekij\u00e4n aikomukseen suositella br\u00e4ndi\u00e4. K\u00e4ytt\u00e4j\u00e4perusteisella sosiaalisen median viestinn\u00e4ll\u00e4 ei kuitenkaan todettu olevan merkitt\u00e4v\u00e4\u00e4 yhteytt\u00e4 ty\u00f6nantajaimagoon, joka j\u00e4tti tarpeen tulevalle tutkimukselle aiheen tiimoilta. Toisaalta tutkimus tuki yritysjohtoista ty\u00f6nantajaimagon rakentamista ja sit\u00e4, ett\u00e4 yritys tukee ty\u00f6ntekij\u00f6it\u00e4\u00e4n ei vain aktiivisiksi sosiaalisen median k\u00e4ytt\u00e4jiksi vaan my\u00f6s aktiivisiksi sis\u00e4ll\u00f6nluojiksi, sill\u00e4 kuilu n\u00e4iden kahden tekij\u00e4n v\u00e4lill\u00e4 oli suuri ja t\u00e4m\u00e4n ratkaistessaan tapausyritys pystyisi valjastamaan yh\u00e4 useamman tyytyv\u00e4isen ja sitoutuneen ty\u00f6ntekij\u00e4ns\u00e4 yhteiseen br\u00e4ndity\u00f6h\u00f6ns\u00e4 avuksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The shortage of talent has forced companies to focus on creating attractive employer brands, and besides company lead communication, employees can act as valuable builders of the brand. It\u2019s acknowledged in earlier research that certain drivers such as employer brand image, job satisfaction and employer brand loyalty have positive impact on the employee brand endorsement, hence the purpose of this study was to investigate these drivers on the context of the case company. By researching the phenomenon, the aim was to identify possible barriers that might restrict employees from conducting supportive employee brand endorsement behavior i.e positive external communication in social media.\n The research model was formed based on the theoretical framework and the measurement constructs were driven from previous research around internal and external employer branding. In addition, some demographic, open-ended, and evaluative questions were used to understand the phenomenon more comprehensively. Quantitative approach was chosen for this study and the data (N=82) was gathered via online survey in April 2022. The respondents for the survey were the case company\u2019s product-, tech-, and user experience employees and from five countries. The data was analyzed both in IBM SPSS Statistics and SmartPLS for the partial least squares structural equation modelling (PLS-SEM).\n The results from this study confirmed several drivers for employee brand endorsement behavior as four out of five hypotheses were supported. Within the case company, the previous research about the two-sided character of employer brand image building and its effect on employee brand endorsement via job satisfaction and employee brand loyalty was supported. Rather surprisingly, the user-generated content as a source for building employer brand image was not supported, which leaves room for further investigating around employer brand ambassadors\u2019 role in employer branding. On the other hand, the study supported the company to lead their employer brand communication themselves, and their employees to not only be active in social media but act as content creators to get their highly satisfied and loyal employees to act as brand advocates.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-17T08:13:37Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-17T08:13:37Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "62", "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": "eng", "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": "employer branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "internal branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "employer brand image", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "employer brand loyalty", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "user-generated social media communication", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "firm-created social media communication", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "employee brand endorsement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "overall job satisfaction", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The drivers of employee brand endorsement in social media", "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-202206173457", "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": 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"dc.subject.yso", "value": "ty\u00f6ntekij\u00e4t", "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": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ty\u00f6tyytyv\u00e4isyys", "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": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "employees", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": 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