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[{"key": "dc.contributor.advisor", "value": "Badham, Mark", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Virnes, Ella", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-23T05:38:05Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-23T05:38:05Z", "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/123456789/82000", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -tutkielmassa tutkitaan pohjoismaisten br\u00e4ndien ja nuorten suomalaisten Instagram-k\u00e4ytt\u00e4jien v\u00e4list\u00e4 vuorovaikutusta. Tutkimuksen tarkoituksena oli ymm\u00e4rt\u00e4\u00e4, kuinka yritysbr\u00e4ndit sitouttavat nuoria ja ovat vuorovaikutuksessa heid\u00e4n kanssaan visuaalisen sosiaalisen median ymp\u00e4rist\u00f6ss\u00e4. Kvalitatiivinen aineisto koostui 11 puolistrukturoidusta haastattelusta nuorten suomalaisten Instagram-k\u00e4ytt\u00e4jien kanssa ja aineisto analysoitiin k\u00e4ytt\u00e4en temaattista analyysia. \nTulokset tukevat aiempia tutkimuksia siin\u00e4, kuinka visuaalinen sis\u00e4lt\u00f6 v\u00e4litt\u00e4\u00e4 vuorovaikutusta, mutta tulokset toivat my\u00f6s uusia n\u00e4k\u00f6kulmia siihen kuinka Instagramin k\u00e4ytt\u00e4j\u00e4t kokevat sitoutuvansa pohjoismaisiin br\u00e4ndeihin Instagramin v\u00e4lityksell\u00e4. Tulosten perusteella n\u00e4ytt\u00e4\u00e4 silt\u00e4 ett\u00e4 Z-sukupolven edustajien, varsinkin nuorten naisten, ja br\u00e4ndien v\u00e4lisen vuorovaikutuksen taustalla on useita syit\u00e4. N\u00e4m\u00e4 k\u00e4ytt\u00e4j\u00e4t olivat sitoutuneita ja vuorovaikutuksessa niiden br\u00e4ndien kanssa joihin heill\u00e4 oli jokin suhde, esimerkiksi asiakkaana tai br\u00e4ndin perustajan kautta, tai jotka luovat eksklusiivisen yhteis\u00f6n. Nuoret my\u00f6s k\u00e4ytt\u00e4ytyiv\u00e4t johdonmukaisesti Instagramissa, ja vuorovaikutus br\u00e4ndien kanssa riippui heid\u00e4n henkil\u00f6kohtaisesta tyylist\u00e4\u00e4n sosiaalisessa mediassa. Muita syit\u00e4 sitoutumiselle olivat inspiroituminen, viihdytt\u00e4vyys sek\u00e4 oppiminen br\u00e4ndin sis\u00e4lt\u00f6jen kautta. N\u00e4iden kohdalla visuaalisen sis\u00e4ll\u00f6n rooli oli selke\u00e4mpi, mutta se johti toisaalta passiivisempaan k\u00e4ytt\u00e4ytymiseen Instagramissa. \nTutkielma tuotti lis\u00e4\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, mitk\u00e4 syyt voivat olla nuorten Instagram-k\u00e4ytt\u00e4jien sitoutumisen ja vuorovaikutuksen taustalla br\u00e4ndej\u00e4 kohtaan. Tutkielma korostaa visuaalisen sosiaalisen median kasvavaa merkityst\u00e4 viestinn\u00e4n ammattilaisille, jonka vuoksi on t\u00e4rke\u00e4\u00e4 sis\u00e4llytt\u00e4\u00e4 visuaalinen l\u00e4hestyminen viestinn\u00e4n suunnitteluun ja ottaa huomioon sosiaalisen median k\u00e4yt\u00f6n jatkuva kehittyminen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This thesis examines the engagement between Nordic brands and young Finnish Instagram users. The aim was to contribute to a better understanding of how brands are creating engagement among young people in the visual social media environment. Based on qualitative research methods, the data was collected using 11 semi-structured interviews with young Finnish users of Instagram and analyzed using thematic analysis. \nThe findings not only support earlier findings of visual content as a mediator for engagement, but also offers new perspectives to both experienced involvement and the interactive social media activities of Instagram users; the findings suggest that members of Generation Z in Finland, particularly women, have different reasons to engage with companies on Instagram. These users engage actively with brands that feel close to them, for example because of a relationship with the brand founder or due to the brand\u2019s exclusive community. Young users were consistent with their behavior on Instagram, and their way of engaging depended on their personal social media style. Other reasons to engage with Nordic brands were inspiration and entertainment or a learning experience, where also the role of visual is more evident, yet leading to less active behavioral engagement. \nThis thesis provided more understanding about the possible reasons behind the engagement of young Instagram users towards brands. As the relevance of visual social media is growing for communication professionals, it is important to include a visual approach to communication planning and understand the evolving use of social media.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-23T05:38:05Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-23T05:38:05Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "61", "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": "social media engagement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Visual social media engagement : Nordic brands on Instagram", "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-202206233604", "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": "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": "2043", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vuorovaikutus", "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": "visuaalinen viestint\u00e4", "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": "interaction", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "visual communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Instagram", "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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