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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pyykk\u00f6, Eveliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-29T09:21:10Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-29T09:21:10Z", "language": "", "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/123456789/82085", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 kvalitatiivisin menetelmin toteutetussa pro gradu -tutkielmassa selvitettiin vaikuttajamarkkinoinnin toimivuutta vastuullisuusviestinn\u00e4n ty\u00f6kaluna sosiaalisessa mediassa. Tutkimuksen tavoitteena oli selvitt\u00e4\u00e4, kuinka sosiaalisen median vaikuttajien kautta toteutettu vastuullisuusviestint\u00e4 vaikuttaa kuluttajan br\u00e4ndimielikuviin. \r\nTutkimus toteutettiin kvalitatiivisten puolistrukturoitujen yksil\u00f6haastattelujen avulla. Tutkimuskysymyksiin haettiin pohjaa aiemmista tutkimuksista aiheeseen liittyen, mutta niit\u00e4 t\u00e4ytyi my\u00f6s muokata, sill\u00e4 aihe on n\u00e4k\u00f6kulmassaan suhteellisen v\u00e4h\u00e4n tutkittu. T\u00e4m\u00e4 on my\u00f6s syy sille, miksi aihe kaipaa lis\u00e4tutkimusta. Tutkimus t\u00e4ytt\u00e4\u00e4 alan tutkimusaukkoa, josta my\u00f6s alan ammattilaiset voivat laajasti hy\u00f6ty\u00e4. \r\nTutkimus toteutettiin kev\u00e4\u00e4n 2022 aikana ja haastatteluissa kuultiin kuutta sosiaalisen median k\u00e4ytt\u00e4j\u00e4\u00e4. Kuluttajien haastatteluissa haastateltiin 19-33-vuotiaita nuoria aikuisia ja aikuisia. Kyseiseen ik\u00e4ryhm\u00e4\u00e4n p\u00e4\u00e4dyttiin, jotta l\u00f6yd\u00f6ksi\u00e4 voitaisiin hy\u00f6dynt\u00e4\u00e4 vaikuttajamarkkinoinnissa sen oleelliseen kohderyhm\u00e4\u00e4n t\u00e4ll\u00e4 hetkell\u00e4. I\u00e4n lis\u00e4ksi haastatteluun haettiin taustoiltaan kuten sosioekonomisilta asemiltaan eritaustaisia ihmisi\u00e4. \r\nTutkimuksen tulokset tukivat teoriaa, mutta niiden perustella l\u00f6ydettiin my\u00f6s uutta tietoa. Tulokset osoittivat vaikuttajamarkkinoinnin parhaimmillaan olevan erinomainen yrityksen vastuullisuusviestinn\u00e4n ty\u00f6kalu 19-33-vuotiaiden kohderyhm\u00e4ss\u00e4. Tutkimus kuitenkin l\u00f6ysi sen toimivuudelle reunaehtoja, kuten hyvin toteutettu vaikuttajan valinta ja br\u00e4ndin ja vaikuttajan hyv\u00e4 yhteensopivuus. Tulevaisuudessa aiheesta voisi olla hy\u00f6dyllist\u00e4 tehd\u00e4 kvantitatiivinen tutkimus, jotta tutkimustulosten taakse saadaan m\u00e4\u00e4r\u00e4llist\u00e4 massaa ja tulokset todennettua suuressa yleis\u00f6ss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-29T09:21:10Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-29T09:21:10Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "67", "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": "CSR", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalisen median vaikuttajat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndimielikuva", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand fit", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vastuullisen vaikuttajamarkkinoinnin vaikutus br\u00e4ndimielikuviin", "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-202206293685", "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": "mielikuvat", "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": "br\u00e4ndit", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttajamarkkinointi", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vastuullisuus", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajat", "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": 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